It’s one of the most important pages on your Shopify store — but it’s surprisingly often one of the most overlooked parts.
It’s also where your customers spend much of their time learning about your store and becoming engaged with your brand.
What is it?
The product details page, sometimes referred to as PDP.
The product page is where your customers learn what your product is called, what it looks like, how much it costs and what it’s all about — and, hopefully, decide it’s right for them and start the checkout process.
In this series of blog posts, we’ll take a closer look at how you can leverage your Shopify theme’s product page to not only explain what your products are all about, but also answer questions, build confidence and, ultimately, increase conversions and make sales.
As a store owner, it’s easy to get hung up on the minutiae of your product page, including:
However, the first, and most straightforward way to enhance your Shopify theme’s product pages isn’t worrying about these settings — but rather to focus on the words used to describe your products.
The main goals of your product descriptions should be:
Remember, unlike a customer entering a brick and mortar store, there’s no way for a customer to come up to you and ask a question about the product.
Even if you have a live chat option, it’s important to remember that’s another layer you’re adding to the sales funnel and therefore another chance to potentially lose a customer.
Instead, you have to take that proactive strategy to give them all the information they may potentially need to determine if a product is a good fit or not.
This often requires “thinking outside the box” since you, as the store owner, are likely extremely (if not exhaustively) familiar with your product details. Some good ways to enhance your product descriptions are:
Once you’ve created your product descriptions you shouldn’t rest on your laurels.
It’s always a good idea to periodically go through your products and read over your product descriptions and, if necessary, update them based on your SEO strategy, customer communication and feedback and other marketing efforts.
All this isn’t to say that design and advanced customization isn’t important, but keep in mind that premium Shopify themes, including those developed by Out of the Sandbox, incorporate ecommerce design best practices into their designs.
Your Shopify theme design team has already integrated proven design strategies and techniques into the layout of the product page, including:
On advanced themes like Turbo, you’ll also have options to display additional content on product pages such as full-width images, using our product.details template.
It’s very tempting and easy to fall into the trap of thinking that adding apps, features and design changes to your product page will help sales, but more often than not, product pages come up short on providing customers with the information they need to feel confident enough to make a purchase.
This is especially true for the vast majority of Shopify stores since they are relatively unknown brands and often sell unique or creative products that customers may not be familiar with (at least for now!).
So be sure to prioritize quality content on your product pages, providing the shopper first and foremost with all the info they would have access to if they were standing in front of your product in real life.
In the next installment of this series, we’ll take a look at how you can use advanced design techniques and layouts to enhance your product pages and the information they provide.