Creating a Product Details Page that converts

Your product content plays a key role in driving sales online. But providing content to the reseller isn’t enough when things change all the time. You need to monitor your resellers continuously to identify issues so that you can fix them.

One of the issues that may arise is that the carefully crafted product narrative you’re trying to tell with your product content gets distorted or even lost as your products become available on more reseller sites. This doesn’t just potentially damage your brand but leads to inconsistency and a lack of visibility which negatively impacts product sales.

But the challenges of product pages go beyond this – do you have sufficient rich content? Is the product description accurate and in-depth enough? Are reviews and ratings in place?

Learn more about how to optimise for conversion

In this short article, we’ve put together some of our top tips for highly-converting product pages to help you get started. Before you dig into it, we’d like to remind you that our insights do not replace important industry-specific research. What makes a strong Product Details Page depends on your industry as well as the individual marketplace or reseller. We highly recommend you look into yours.

Nailing your product description

The purpose of the product description is clear: to give consumers additional information about a specific product.

Product detail pages present a unique opportunity to influence purchasing decisions by implementing channel-specific content. This means changing the way your product is described to match the site’s tone of voice, or customising the images or additional rich content to include references to the current season or trends. Optimising your content in this way on retailer sites will increase the amount of resonance consumers have with your retailer and likely boost product conversion performance. (Source: Nielsen Brand bank)

Some tips for when you’re providing content for your product page to resellers:

  • Avoid long paragraphs.
  • Use customer-friendly search terms and common category keywords. Read our post on how to optimise for search on reseller sites.
  • Provide additional information to consumers to help inform them prior purchase decision. This could be a video or additional measurements.
  • Include key information typical for your industry.
  • Avoid information that may become out of date and links to other websites.

Making the most out of rich content

In today’s scattered ecommerce landscape you need to work to ensure consistency of size, look, feel, and formats for your images across your sales channels. But make sure your carefully selected images match the reseller’s requirements. If you deliver the desired format and size, the more likely that your images will turn out in high quality on the reseller website.

Some tips when choosing images:

  • Provide a hero image matching the reseller’s requirements.
  • Don’t leave too much up to people’s imagination when you choose your images. Allow the customer to zoom in for details, and provide a 360 view of your product.
  • Include contextual images where your product is being used in real life. Using images like someone wearing the headphones you are selling or seeing the clothes on a person has proven to increase conversions.
  • If applicable, provide a product image showing size point of reference.

And beyond images? Including video in your product content mix is becoming more common. During large-scale product page usability testing, 41% of users watched product videos. For those 41% of users who did seek out video, the content made a big difference in their product page experience, helping them to imagine how the product might fit into their own life.

Convincing buyers with ratings and reviews

On average, a consumer reads 10 reviews before feeling able to trust a business. The Proven Power of Reviews report states 86% of consumers say reviews are an essential resource for purchase decisions. The purchase likelihood for a product with five reviews is 270% greater than a product with 0 reviews. Those are some big numbers that make clear, you can’t sleep on reviews and ratings on your product details page.

Besides including ratings and reviews, you need to monitor that they are positive. You are best off monitoring the trend and average of your reviews so you can investigate and take action where there is a negative trend. You may also want to respond to negative reviews to show you care and uplift credibility.

Not sure how to get ratings and reviews on your product pages on reseller sites? Encourage resellers to implement a review plugin by sharing the benefits (like the numbers shared above) and helping them with ideas to run review campaigns.

Align product content with your brand

You’d be surprised to see how many versions of your brand images circulate online. Poor resolution images, outdated images, wrong nuances or logos, and more are common issues that can undermine buyer trust and negatively impact your brand image.

The truth is that content consistency that complements your overall brand narrative is often what makes or breaks conversion. It’s not just about creating on-brand content but also ensuring it’s used and when you follow up the implementation and usage of your strategy and collaterals.

Naturally retailers want and need to stand out from their competition and there’s a need to tweak and personalize content. Resellers might describe your product in a passionate way but still miss crucial information or details. Do they remove your most important USP if they need to cut the text? That might have effects even for how your product is being found in search. It’s vital that you keep an eye on product presentation and re-align it with your brand where necessary.

Creating product details pages that convert takes a lot of attention to detail and continuous effort, especially when it comes to monitoring changes. But with the right priorities and potentially, a Digital Shelf Analytics solution to help you, you can stay in charge and make resellers aware of where they’re missing sales opportunities.

Want to learn more about how to optimise your content for resellers? Download our extensive guide.

Want to learn more about Detail Online? Book a demo. 

Originally published Oct. 26, 2020, updated Nov. 24, 2020

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