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Published on July 14, 2025 Written By Rachel Hand
Published on July 14, 2025 Written By Rachel Hand
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When shopping online, it can be hard to know exactly what you’re getting. The more information a customer has about a product upfront, the more confident they’ll have clicking “add to cart.”
Whether it’s specifics on materials, features, or estimated delivery dates, outlining all details in a single place helps shoppers make informed buying decisions. This means that you’ll need a great product detail page (PDP) to guide your customers and maximize conversions.
In this post, we explain what a PDP is and how to design a stellar one. We’ll also share key elements to include in a PDP and best design practices.
What is a product detail page (PDP)?
A product detail page, or PDP, is a dedicated web page on an ecommerce site that contains essential information about one specific product.
A PSP usually outlines a product’s:
- Name
- Price
- Description
- Image
- Features
- Color
- Size
- Material
- Ingredients (if applicable)
- Shipping information
- Customer reviews
- Other key details that may inform buying decisions.
In other words, it’s the page on an ecommerce site where you can learn everything you need to know about a certain product before you buy it.
A product details page is different from a product listing page (PLP). A PLP acts as a hub, and displays multiple products within a specific category or that pass certain filters. Although a PLP also contains product names, images, descriptions, and pricing, it’s not as in-depth as a PDP.
PDP vs. PLP: Key differences explored
To get an even better understanding of how a PDP differs from a PLP, here’s a breakdown of how the two are similar and different.
| Feature | Product Listing Page (PLP) | Product Description Page (PDP) |
| Product title | ✅ May display a shortened version or preview of a product’s name |
✅ Display the full product name |
| Product description | ✅ A brief description highlighting key features or benefits |
✅ A more in-depth description |
| Product image | ✅ A single image or thumbnail |
✅ Multiple images showing the product from different angles |
| Pricing information | ✅ Listed price |
✅ Listed price + full cost breakdown (including shipping costs) |
| Call to action | ✅ “View more” or to click into an items PDP |
✅ “Buy now” or “add to cart” |
| Filtering options | ✅ | ❌ |
| Overall focus | Discovery and search refinement | Education and conversion |
7 essential elements of a high-converting PDP in ecommerce
To create a high-converting PDP for your ecommerce website, you’ll need to know what to include. Here are seven essential elements of a successful product description page.
1. Captivating product visuals
Your PDP needs high-quality images and videos of your product, so your customers can see how it looks in real life. Close-up shots, interactive elements, and even 360-degree views make it easier to visualize how your product more fully.
High-resolution images are a must-have, but make sure they don’t impact the page’s load speed. If it’s taking a long time to load, try compressing the image to speed up the process.
Adding alt text to describe your images is also essential. It makes the page more accessible, supports your SEO efforts, and ensures greater visibility in relevant search results.
2. Informative product titles and descriptions
The product title is what shoppers will use to identify if the product is relevant to them. Ideally, it should strike a balance between:
- Detail: Being descriptive enough to give shoppers a clear idea of what the product is
- Concision: Keeping the name short, catchy, and scannable
- Keywords: Including relevant words about the product’s model, material, style, and key features — words that search engines value in product search and discovery. For instance, a Nordstrom PDP might use keywords like “drawstring,” “wide leg,” “linen blend,” and “pants” in the title, which search engines will use to show product to customers that are searching for products with those features.
Beyond the title itself, your product descriptions should contain additional information about the product using relevant keywords. This section of your PDP can include details about the product’s key features, materials, ingredients, benefits, and anything else that would help shoppers get a better understanding of the product.
It’s important to keep information structured in a logical flow across all your PDPs. Make the most of bullet points to highlight key details so it’s easier to process the information. This section is also where you can use impactful storytelling to highlight the value that a product offers to customers, so you can effectively capture buyer interest.
3. Transparent pricing and shipping details
Your product detail page should clearly display how much the product costs, as well as any extra costs like shipping and delivery.
Dynamic pricing is a great way to maintain transparency about shipping costs and estimated delivery dates. This allows a shopper to see how shipping fees and delivery dates may change based on their zip code, which helps you set realistic expectations for delivery time upfront.
You could also offer promotions like free shipping to entice buyers to convert. Make sure to include details about free shipping thresholds to encourage higher-value purchases. You can even offer different shipping options (complete with estimated fees) for customers who need expedited shipping.
4. Social proof through reviews and ratings
Brands make bold claims about what their product can do, but customers want the proof to back them up. Your PDPs should always include some form of social proof to enhance trust and give shoppers the confidence to buy your product.
Here are some popular strategies for gathering and featuring social proof:
- Include reviews and star ratings from buyers on each PDP.
- Encourage customers to leave authentic reviews with real photos and videos to boost credibility.
- Schedule automated emails to go out a few days after product delivery to collect customer reviews.
- Pull reviews from your social media platform to further ramp up social proof.
5. Compliance and special attribute labeling
If you sell products with special attributes, make sure to include accurate labeling in its PDP. This helps maintain transparency and legal compliance.
For example, you may need to include a warning for hazardous materials if you sell products containing certain chemicals. Similarly, you might have to include Prop 65 labels if you sell products with alcohol or THC.
Including additional information about safety and special handling will also demonstrate transparency, build trust, and give customers the confidence to convert as it allows them to make informed decisions.
6. Personalized product recommendations
PDPs are a great place to upsell and cross-sell with product recommendations tailored to each shopper’s browsing behavior.
By recommending complementary or relevant products based on the product that a customer is currently viewing, you simplify the buying journey and help customers discover other products they might need.
Not only does this increase customer engagement, but it’s also a great way to increase average order value.
7. Prominent CTAs (calls-to-action)
Every good PDP encourages the viewer to take action — not just view the page. Your CTA button should be prominent and functional, and prompt the customer to either check out or add the product to their cart.
Consider using CTA buttons with colors that contrast against the rest of the page so they can stand out. Make sure they’re larger than the rest of the page text to make them more prominent. You can even test different CTA button designs and colors to see what drives the most conversions.
The copy of your CTA is another aspect that you can customize. It’s best to keep it simple and straightforward to avoid any confusion, but don’t be afraid to experiment and get creative.
Best practices and tips for designing product detail pages
It’s one thing to meet the basic requirements of a PDP page — but if you want yours to stand out, follow these best practices and tips.
Visual and content optimization
Your PDP is your chance to make a great impression on your customers, so you’ll want to put your best foot forward.
When it comes to visual content:
- Include high-resolution images so customers can see the tiniest detail of the product.
- Give customers the option to zoom in on the product to get a closer look at the material, texture, and features.
- Show your product in custom branded packaging for a more premium effect.
Copy is also important. Use text to make a convincing case for your product. Highlight how it will benefit the customer instead of simply listing its features, as you might on an Amazon listing. Make sure to focus on the details that align with your customers’ values.
Mobile optimization for PDPs
With more and more ecommerce transactions taking place over mobile, you can’t afford to ignore the mobile shopping experience.
Your PDPs should be optimized for seamless navigation on smartphones, where all links and tabs are both visible and functional. Make sure customers can see all the info they need about the product without having to struggle to pinch-zoom on their devices.
Enhancing PDP trust signals
Certain elements of your PDP can enhance trust and reassure hesitant customers. Seeing other customers talking positively about the product or seeing it approved by experts can instantly bolster your brand’s credibility. This is why it helps to boost your page’s trust signals with reviews, ratings, and relevant trust badges.
How to optimize your PDPs for search engines
Ecommerce is a competitive industry. To give your brand a competitive advantage, you can also optimize your PDPs for search engines. This will ensure better visibility in relevant search results.
Implement structured data and schema markup
Structured data and schema markup allow you to classify some of the most important details on your PDP, such as product price, ratings, stock availability, and more. That way, when your PDP shows up in relevant searches, those details also show up on the search engine results page, enhancing click-through rate.
Streamline catalog management at scale
If your store has a big product range, it can be really hard to keep PDPs up to date across your entire product catalog. Instead, consider investing in catalog management technology that lets you centralize your product information management. That way, you can bulk upload and make bulk edits to PDPs, which helps automate and scale a lot of the process.
Prioritize page speed and performance
Slow-loading PDPs ruin the user experience and leading to more bounces, which impact your search engine signals. Opt for image compression, responsive images, content delivery networks, and caching to improve page speed. Efficient coding with fewer HTTP requests and redirects can also help to speed up load time.
Leverage A/B testing and analytics insights
A/B testing various PDP elements will give you the insights you need to improve your conversion. Test different imagery, copy, CTA buttons, and navigation to see what works best. Keep a close eye on how these elements affect metrics like bounce rate, time on page, and conversion rate.
How ShipBob empowers ecommerce brands to optimize their PDPs
ShipBob doesn’t just handle fulfillment; as an expert partner, we offer the tools you need to optimize every stage of your supply chain — even before you make a sale.
Here are just some of the ways that ShipBob’s logistics solutions can help you create high-impact PDPs that increase conversion and grow your business.
Display real-time shipping rates and delivery estimates
ShipBob integrates with your ecommerce store to display live shipping rates and delivery dates on your PDP. This means your customers can see exactly what different shipping speeds will cost them, helping them buy with confidence.
You can even display 2-Day Shipping badges to show your expedited shipping options and guarantee faster deliveries. ShipBob also offers real-time ecommerce order tracking, providing your customers with accurate, real-time shipping information.
“With our last 3PL, if our customers wanted free shipping, they had to have economy shipping and wait 5-8 days for delivery. Whereas with ShipBob, we can offer free shipping and customers receive their order in 3-5 days. I believe part of our increased conversion rate is due to our customers seeing the option for faster shipping at checkout. ShipBob’s 2-Day Express ship option definitely helps this.”
Peter Liu, Co-Founder of RIFRUF
Sync inventory across channels for accurate availability
ShipBob syncs and tracks your inventory data across all your sales channels, giving you insight into real-time inventory levels and stock availability no matter where you sell. This is crucial to prevent overselling and backorders, and protects the customer experience.
“We have over 5,000 SKUs, but that hasn’t been a problem for us in working with ShipBob. Their dashboard gives us visibility to inventory management, which has been excellent. ShipBob’s inventory counts are very accurate to what’s on-hand, and we can always see what we have available there. We also have an integration between our ERP, NetSuite, and ShipBob, so inventory data is always being fed back into NetSuite for us to view inventory counts there.”
Charlotte Katona, President of Makesy
Streamline fulfillment for products with special attributes
ShipBob’s ecommerce fulfillment expertise and proprietary technology allow efficient handling for products with unique requirements. With an expert handling your HAZMAT, fragile, heavyweight, or complex products, you’ll streamline fulfillment while ensuring compliance and transparency.
As a home fragrance brand, many of our products are made of glass and the vessels are breakable and heavy. That makes shipping and logistics a bit more complicated than throwing a product in a polybag and sending it out. Through ShipBob’s technology, we’re able to customize how we want them to pack and ship our candles versus our incense versus an order that has both. Setting up these parameters lets them automate packaging selection and helps us consistently deliver candles that are undamaged according to our standards.”
Lizzie Vance, Sales Director at P.F. Candle Co.
Enable hassle-free returns and customer communication
When your PDP clearly highlights your hassle-free returns policy, it gives customers the confidence to go through with their purchase. ShipBob’s seamless returns management process helps you optimize ecommerce returns, and automate the quarantining, disposal, and restocking of SKUs on the backend. This empowers you to strengthen your PDPs with the promise of a seamless returns process, encouraging more purchases.
“Through the ShipBob dashboard, we can set up our preferences for each SKU that indicate exactly how we want ShipBob to handle a return – whether we want the item quarantined or disposed of – and ShipBob will automatically follow those rules so we don’t have to manage every customer-initiated return ourselves.
We can also configure each SKU’s minimum shelf life in regard to returns so that if a product gets returned and its expiration date is a certain number of days out, it won’t get restocked. It saves us so much trouble, and keeps us from restocking and shipping out products that shouldn’t go out.”
Neil Blewitt, SVP of Operations at Bloom Nutrition
For more information on how ShipBob’s solutions can help you increase conversion rates and provide a stellar delivery experience for customers, click the button belwo to get in touch.
Product detail page FAQs
Below are answers to the most commonly asked questions about product detail pages.
How can I improve my product detail page for ecommerce?
You can improve your ecommerce PDP with high-quality visuals, compelling and keyword-rich copy, transparent pricing and shipping info, and social proof.
What are some common PDP mistakes to avoid?
Poor-quality images, lack of social proof, poor navigation, unclear pricing and availability, and generic descriptions are some of the most common PDP mistakes to avoid.
What are the key elements to include in a PDP shipping and returns policy?
Typical shipping timelines, free shipping thresholds, return windows, and return conditions are the key elements to include in a PDP shipping and returns policy.
How can ShipBob support my PDP listings?
ShipBob lets you display real-time stock availability, live shipping rates, delivery estimates, and 2-Day Express Shipping badges to strengthen your PDP listings.
