This is an installment in our Basics of Shopify series. Check out our other blog posts

Basics of Shopify: All About Menus

Shopify B2B: Beyond the Basics

Basics of Shopify: Creating and Editing Blog Posts

Product Detail Pages, also known as PDPs, are an essential part of any eCommerce brand. It doesn’t matter if you sell D2C to B2B, automotive or toys. If your PDP is lacking, your conversions will too.

That’s why the experts at Fyresite have put together this guide for product detail pages on Shopify.

Anatomy of a PDP

Some aspects of a PDP will depend on your business and what you sell. However, there is a core skeletal outline that every PDP across every industry shares.

Title, Description, and Price

When you’re building a product detail page, you need to make sure that you’re including the most basic product details. The title/item name, a product description, and the price of the product are all essential.

Shopify has a rich text editor for the product description, so you can describe the product in great detail.

Beyond a basic price tag, Shopify offers options such as displaying unit price, compare-at price, cost-per-item, and (for Shopify Plus merchants), tax codes.

If there is product variant information, such as different colors and/or sizes,

Images/Videos

Customers expect a visual of your product. Whether that’s images, videos, or a combination of the two is up to you.

If your PDP has variants of the same product, such as different colors, it’s ideal to include media that shows each variant of the product.

Social Proof

93% of consumers say that reviews influence their purchasing decisions. If you’re not showing or are burying customer reviews on your PDP, you’re costing yourself sales.

Star ratings near the item name are a common way to display social proof on the PDP. Full reviews are often put near the bottom of the page or nestled into a menu. Highlighting a few testimonials can also help show social proof.

User-generated content, such as review photos and videos, are often underutilized but a great way to showcase your product and give customers social proof.

Social proof is more than just reviews. Data such as items sold, item usually kept, and bestsellers can help make customers feel more comfortable in their purchase.

Purchase Options

On top of the classic add to cart, Shopify allows merchants to add other purchase options to their PDPs.

Other options include subscriptions, try before you buy, and preorders.

Call to Actions

Purchasing isn’t the only call to action on a PDP.

Add to wishlist/save for later is a great CTA to help you pinpoint customer intent and run retargeting campaigns.

Another popular CTA is “notify me when item is back in stock”, which is great for collecting contact information of interested customers.

Product Disclosures

If you have legal disclosures, such as choking hazards, you should add that to your PDP as well.

PDP Best Practices

There’s more to building a successful Shopify PDP than just having the outline correct. Here are some best practices for your PDP.

SEO Optimization

If you want your products to be found on a search engine, your PDP needs to be optimized for SEO.

  • Use high-quality images and videos
    • Use alt-text on your images and videos
  • Make sure the PDP is mobile responsive
  • Use breadcrumbs
    • Breadcrumbs help a customer track their journey to the product
      • Breadcrumbs follow this pattern: Home -> Category -> Subcategory -> Product
        • ex) Clothing -> Women’s Apparel -> Tops -> White T-Shirt
  • Keep Titles and Descriptions Clear and Concise
    • Keyword stuffing actually hurts SEO, so keep titles and descriptions clear and easy to understand

LLM Optimization

SEO isn’t the only important optimization. As generative engines become increasingly popular for researching products and shopping, your PDPs need to be optimized for LLMs as well.

  • Leverage social proof
    • LLMs use social proof (like reviews) as a trust signal. Social proof helps show the authenticity of your product, as well as give the LLM context as to how customers view your products.
  • Write answer-first copy
    • Unlike SEO, which places value on keywords, LLMs place value on answers and data
    • Writing your copy with answer-first language helps the LLM pull information when asked a question
  • Use lists and graphs (where applicable)
    • LLMs really like lists and graphs
      • Ex) Sizing graph on clothing PDP

Use Above the Fold Space Wisely

Above the fold is the part of the website that you can see without scrolling. Effective PDPs take advantage of this space.

Ideally, the above the fold space of your PDP should include

  • Product image
    • This image should highlight the product, and leave no doubt about what the product page is for
  • Product name
    • Clearly state what the product is
  • Price
    • If on a sale, mark the sale and the original price
  • Stars/Review Amount
    • If you have a star rating, show it and how many reviews make up the star count
  • Variants
    • If you product has variants, such as sizes and colors, it should be shown above the fold
  • CTAs (Primary and Secondary)
    • Primary CTAs include add to cart, subscribe, try before you buy, and preorders
    • Secondary CTAs include out of stock alerts and add to wishlist

Work With a Shopify Premier Partner

A lot goes into making a strong product detail page. And when you’re dealing with multiple products, it can get overwhelming quickly.

To make sure that every PDP in your store is optimized for conversions, you should trust an expert. You should work with Fyresite.

Schedule your consultation with our Shopify team today to get started.