Ever-evolving customer expectations are levelling up the game in every facet of ecommerce including your product detail page not just being a page to inform about your product anymore…huh?!
Perficient explains a better way to term Product Detail Page is Product Experience Page, a term i’d agree is much better suited to describe the banner ecomm strategists and brand leaders need to carry to effectively showcase their product in today’s visually-driven and consumer-first climate.
So, where’s the bar?
In 2016, the average customer expectation was 3 images per product. MarketingLand took a poll across 6 age groups, and determined the average expectation across these groups is 6 images of a product, with Millennials and Gen Z coming in with an expectation of 5-8 images and 2-5 videos.
That’s nearly triple the increase of visual expectation in the course of 4 years. Many brands are behind.
“88% of shoppers characterize detailed product content as being extremely important. (source)”
Detail product information is important, but how it’s communicated is even more important. Customer-first mindset means it’s not your customers job to come up with how or why you’d fit into their lifestyle, but it’s on you to not just relay product details, but create a visual experience that clearly defines who you are and who you’re for.
This means creating intentional product experiences communicates value that will increase your consideration rates and help people remember who you are and how you add value to their lives beyond just the product itself. Your product experiences should make your consumer feel like they are engaging with a community of like minded people from start to finish.
When planning for your product experience page, there’s two sets of questions to ask yourself:
What questions do I need to answer about the product?
Shoppers expect an average of 8-13 questions per product to be answered by the brand (source). Most of these questions can be addressed through a good balance between photo and video. Once you have these questions mapped out, you can make sure you’re tackling the answers in your visual strategy. Descriptions carry weight, but should only be used to provide information not easily digestible through a photo and to reiterate key points made through your visuals
2. How does my ideal customer desire to interact with my page?
Knowing this will help you determine the ideal ways to communicate the answers to question 1, and help you decide whether that piece of information is best received through a quick video, a gif, a series of photos and so on.
Like anything, if you know the expectation, you can not only plan how to meet it but also how to exceed it. If your product page traction looks good, wonderful, that means something in your awareness strategy was enough to get them to click for more information. Take the most advantage of the time you have them by prioritizing these 5 goals: Equip, resonate, engage, inform, interact through authentic visual content that speaks to your brand as a whole. Elevating your PDP to a PEP is another way to communicate your brand story, to make sure all your chapters connect.
Where to start? Try this exercise. Next time your creative team meets, examine 3-4 product page examples you feel elevated against and 3-4 examples of product pages you strive to be, and make sure to unpack why in both scenarios. It’s a good way to benchmark yourself and where to head for 2021.
By Lisa Monteiro