For many retail sites, customers are funneled into online purchasing from the search field, the site’s navigation through the Product Array (PA) page to ultimately land on the Product Description Page (PDP) to make a purchase. What is the PDP, and why is it so important?
The PDP contains all of the relevant information about a specific product to help the customer make an informed decision on a purchase. Depending on the business needs, these details may include any of the following items:
- Brand Name (optional)
- Product Name
- SKU number
- Size & Color options
- Inventory (Pre-Order, Wait List)
- Product Description
- Product Image (Zoom In, Zoom Out, Full-Screen Features, Optional: Video)
- Cross sell and up sell items
- Shipment Details
- Review & Ratings
- Questions & Answers
- “Add to Bag” or “Add to Shopping Cart” button (The most important CTA on this page)In short, the PDP is the page responsible for customer purchases and ensuring that products are listed within the shopping cart. How a customer gets to this page, and it’s need for existing is being explored by innovative companies looking to improve the customer experience and interaction with the products.Examples include the removal of the PDP altogether by relying on overlays or modals within the PA. Others use the PDP as enlarged slides to help customers see what the next product is more easily and more efficiently. How cool would it be to see a PA expand out like Google image search?It’s an exciting time for e-commerce as there is so much room to play. Customers can be more engaged and have more fun with retail sites and in turn will generate increased revenue.
Written by Daniel Cho