The online path to purchase can take some twists and turns en route. Beauty lovers might be lured by a retargeting campaign gone right, or a grid post from their favourite influencer. And, yet, no matter where your customers’ purchase journey ends – it will usually involve a trip to a product detail page (PDP) at some point.
The presence of an ‘add to basket’ button is reason enough to hold your PDPs in high esteem. However, there are a host of other factors that give the online product page added importance. Here, we reveal five statistics that demonstrate its purchase-driving power, plus how you can optimise your pages to boost conversion rates…
Your product page is more than a point of sale – it’s a content marketing tool. The copy and visuals you curate for these pages play a vital role in bringing each product to life. Whether you need images to evoke fragrance notes or text that highlights a face cream’s many benefits, it’s important your content is optimised across every etailer you work with (even though the final sale may happen elsewhere).
This means your content doesn’t just need to be compelling – it must be completely accurate, too. Check your visuals represent the product clearly, and your copy makes credible claims you can back up with results. Otherwise, skewing the truth doesn’t just run the risk of a returned mascara or lipstick; the trust your customers have in your whole brand could also be impacted.
If your copy and images leave shoppers with more questions than answers, they might just tap onto a competitor page with more complete product information. 60% of shoppers say they need to see at least 3-4 images before making a purchase, while 55% claim they use online video while actually shopping in-store. Despite this, mmi data found that 54% of fragrance product pages feature 0-2 images, while 84% are missing a video.
The majority of customers who discover your products at beauty counters are turning to their phones, then browsing the web to see if they can find a better price online. This highlights the need to track your pricing and ensure it remains competitive. You can do so quickly and efficiently with a whole-market measuring tool, such as mmi pricePOINT.
Meaning, last year, more customers would have seen ‘add to basket’ buttons replaced with ‘out of stock’. This statistic serves to remind brands that tracking stock levels is vital to ensure you don’t miss out on sales. Otherwise, all of the marketing efforts that led to that point of purchase are rendered redundant.
Now you know how every last element of a product page can impact your complete customer journey, it’s important to ensure your digital shelf is optimised. Simply follow this checklist:
Up next: Looking for more tips on optimising your product pages? Read our complete guide to the importance of images on the digital shelf.