Crafting Content that Sells

Content Corner

In the evolving landscape of e-commerce, the key to successful sales lies in crafting Product Detail Pages (PDP’s) that not only captivate customers but also turn browsers into buyers. As brands strive to harness the power of online sales, a strategic approach to PDP design is paramount. This article delves into the core considerations and strategies we employ to build PDP’s with the clear objective of driving sales.

Mobile devices have revolutionised the way people browse and buy. Our overall data indicates that around 30-35% of shoppers visit our syndicated PDP’s via mobile devices. The focus on mobile design optimisation has become crucial, and we design all product content with a mobile first mentality. Harnessing the power of visual storytelling via videos and other media provides opportunities to engage and inform prospective buyers quickly; these are especially effective if the browser visits via mobile. Our goal has always been to guide the audience's attention and build a deeper connection with products, that connection is often what drives a final sale…

Mobile-First Design:

Given the dominance of mobile devices, we’re prioritising mobile device optimisation. This includes ensuring that syndicated content displays well on mobile screens and loads quickly to accommodate all users. Any content that we produce starts at 1080p and is completely responsive down to the smallest of supported resolutions on mobile.

Video Content:

Video content has gained significant traction across online shopping platforms, primarily for it’s ability to communicate a wealth of information in a short amount of time. Our content implements as much video content, animations and explainers as possible, ensuring an engaging experience.

Interactive and Immersive Content:

Interactive and immersive content such as interactive elements, switchers, and accordions also offer higher engagement levels and can utilised throughout the product content to capture and guide audiences' attention effectively.

However, there are more elements that we include, often behind the scenes or with less visual priority than videos and interactive elements. These should be considered just as important and as crucial to driving the customer experience. Here are some of our primary considerations when building PDP’s with the end goal of driving sales…

User-generated Content (UGC) Integration:

Incorporating user-generated content like reviews, ratings, and customer testimonials on our PDP’s can foster trust and credibility among potential buyers. Shoppers often rely on the experiences of others to make informed decisions, so including UGC can positively influence their purchasing choices.

Cross-selling Prompts:

Include strategic prompts for related or complementary products on your PDPs. For example, "Here are some similar options" or "See the range." These prompts can entice customers to explore more products and potentially increase their order value. We’ll further discuss the importance of cross-selling platforms and prompts in a future article.

Load Time Optimisation:

Slow-loading pages can lead to higher bounce rates and lost sales. We implement lazy loading, image optimisation and a speedy content delivery network to ensure fast page loads across all product pages. We want customers to find what they need efficiently, and we also want retailers that utilise our service to feel comfortable when we are involved in their overall user/customer experience.

As you embark on your journey to improve your PDP’s, remember that these pages are not just about showcasing products. Prioritise crafting an experience that positively impacts your customers. Hitting key notes and speaking the customer's language, in addition to integrating the features and design mentality we mentioned above can effectively turn curiosity into conviction and browsing into buying. 

By incorporating these additional considerations into your PDP development strategy, you can create a more compelling and effective shopping experience that drives sales and fosters customer loyalty. We hope that this provides insight into how we’re building product pages for brands, or a blueprint for creating dynamic and captivating shopping experience for anyone aspiring to level up their product pages.

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