The Secret to PDP eCommerce Success: 7 Best Practices You Need to Know

3. Display Product Ratings and Reviews to Boost PDP eCommerce

One of the most influential factors that can affect your customer purchase decisions is the product ratings and reviews. Product ratings and reviews can help customers trust the product quality and the seller reputation, and increase social proof and conversions. According to a study by Spiegel Research Center, displaying product ratings and reviews can increase conversion rates by 270%, and displaying reviews from verified buyers can increase conversion rates by 380%.

However, not all product ratings and reviews are equally effective. To make your product ratings and reviews more credible and persuasive, you need to follow some tips, such as:

• Use stars, badges, or other icons to show product ratings that reflect the average rating of the product from customer feedback. Do not use only numbers or text to show product ratings, as they can be harder to see and less effective.
• Use filters, sorting, or search options to display product reviews that allow customers to find the most relevant and helpful reviews for them. For example, you can let customers filter reviews by rating, date, or verified purchase, or sort reviews by popularity, recency, or usefulness.
• Use testimonials, quotes, or images to display product reviews that showcase the customer satisfaction and experience with the product. For example, you can use customer testimonials or quotes that highlight the product benefits or features, or customer images that show the product in use or in action.

4. Add Product Recommendations and Cross-Selling to Increase PDP eCommerce Sales

Product recommendations and cross-selling are effective ways to increase your sales and average order value. They can help customers discover more products that are relevant and complementary. They can also encourage them to buy more or upgrade their purchase. Product recommendations and cross-selling are part of PDP eCommerce. PDP eCommerce refers to the optimization of product detail pages (PDPs). A study by Barilliance showed that product recommendations and cross-selling can account for up to 31% of eCommerce revenues.

But, not all product recommendations and cross-selling are appealing. You need to follow some tips to make them more personalized and persuasive. For example:

• Use algorithms, personalization, or categories to match the customer preferences and behavior. You can use algorithms that analyze the customer data, or personalization that tailor the products based on the customer details, or categories that group the products based on the product attributes.
• Use labels, headings, or banners to catch the customer interest and curiosity. You can use labels, headings, or banners that show the product situation, such as “Best Sellers”, “Only 2 Left”, or “Limited Time Offer”.
• Use incentives, discounts, or bundles to encourage the customer to buy more or improve their purchase. You can use incentives, discounts, or bundles that show the product advantages, such as “Free Shipping”, “Save 10%”, or “Buy One Get One Free”.

5. Provide Detailed and Accurate Product Information and Specifications

Product information and specifications are very important for your customer satisfaction and loyalty. Product information and specifications can help customers compare and pick the right product for their needs, and lower returns and complaints. A study by Salsify showed that 98% of online shoppers were unhappy with a purchase because of wrong or incomplete product information, and 86% of them would not buy again from the same site.

So, it is important to provide detailed and correct product information and specifications on your PDPs, and follow some tips, like:

• Use tables, charts, icons, or other visual elements to show product information and specifications that make them easy to read and understand. Do not use long paragraphs or sentences to show product information and specifications, as they can be hard to scan and digest.
• Use consistent and relevant product information and specifications that match the product title, description, and content. Do not use inconsistent, outdated, or irrelevant product information and specifications that can confuse or mislead your customers.
• Use clear and simple language to explain product information and specifications that make them easy and clear to your customers. Do not use jargon, acronyms, or technical terms that can be unfamiliar or confusing to your customers.

6. Offer Multiple and Flexible Product Options and Variations

Product options and variations are very attractive for your customer satisfaction and loyalty. Product options and variations can help customers adjust and tailor their product choices, and boost their satisfaction and loyalty. A study by Deloitte showed that 36% of online shoppers want personalized products or services, and 48% of them are ready to wait longer for them.

However, not all product options and variations are the same. To make your product options and variations more easy and convenient for the user, you need to follow some tips, like:

• Use dropdowns, swatches, sliders, or other interactive elements to show product options and variations that let customers choose and change their product choices easily and quickly. Do not use text, radio buttons, or checkboxes to show product options and variations, as they can be harder to see and interact with.
• Use dynamic and responsive product images and videos that show the product options and variations that customers have picked or changed. Do not use static or fixed product images and videos that do not show the product options and variations that customers have picked or changed.
• Use clear and accurate product prices and availability that show the product options and variations that customers have selected or changed. Avoid using vague or incorrect product prices and availability that do not reflect the product options and variations that customers have selected or changed.

7. Improve the Add to Cart Button and Checkout Process

The add to cart button and checkout process are critical factors for your customer conversions and retention. They can help shoppers complete their purchase smoothly and quickly, and reduce cart abandonment and bounce rate. According to a study by Baymard Institute, the average cart abandonment rate is 69.8%. The main reasons for abandoning carts are related to this feature, such as unexpected costs, complicated process, or lack of trust.

Therefore, it is important to improve your add to cart button and checkout process on your PDPs, and follow some tips, like:

• Use contrast, size, or color to make your add to cart button noticeable and clear on your PDPs. Do not use low contrast, small, or dull add to cart buttons that can be hard to see and click.
• Use urgency, security, or feedback to make your add to cart button more convincing and comforting on your PDPs. For example, you can use urgency elements such as countdown timers or stock levels to create a sense of scarcity and FOMO (fear of missing out), or security elements such as trust badges or seals to create a sense of safety and reliability, or feedback elements such as animations or sounds to create a sense of confirmation and satisfaction.
• Use simplicity, speed, or convenience to make your checkout process easy and fast on your PDPs. For example, you can use simplicity elements such as fewer steps or fields to reduce the cognitive load and friction, or speed elements such as autofill or express checkout to reduce the time and effort, or convenience elements such as multiple payment or shipping options to reduce the hassle and uncertainty.