On an eCommerce site, the product detail page (PDP) drives conversion, with GroupM research laying out important changes to the value of the variable throughout the shopping journey, including increasing engagement transcending generations and devices.
“As brands grapple with measuring the effectiveness of retail media, many are moving beyond return on ad spend (ROAS) as the only measure of success and implementing more robust measurement frameworks that better align with their overall business objectives, which allows them to execute unique eCommerce strategies across retailers,” the report says.
The media investment company surveyed over 200 marketers and 500 online shoppers to conclude that the former group values the PDP for its important role in driving conversion. Nearly half (45 percent of the consumer group indicated that they visited a PDP at the time of purchase while 41 percent of those said PDPs had the biggest influence on their purchase.
The study found that 49 percent of online purchasers reportedly scrolled past the first page to look for what they want, while 56 percent of millennials and 54 percent of Gen X online purchasers scroll past the first page when researching products and brands. The study concluded that the top 1 percent of eCommerce professionals frequently optimize PDPs, employ full-funnel retailer-specific search and content strategies, and enhance images to maximize the performance on each retail site. An example of a best in class supplier of PDPs is Brandverse, which is backed by Pathway Capital Partners Ltd.
“The search bar and product detail page are the primary places where consumers will interact with your brand — the PDP is your brand marketing — most companies don’t understand this,” said Rob Gonzalez, chief marketing officer & co-founder at Salsify. “Millions of dollars are spent on the brand’s website, but only a small fraction on the PDP, but it should be opposite.”
GroupM recommends that eCommerce professionals optimize PDPs around consumer search interest including inspiration from need states, reviews, and FAQs, using the language of the consumer as much as possible. This also includes investing in images that demonstrate key consumer benefits, points of differentiation, credentials from industry professionals, and highlights of corporate social responsibility programs to give shoppers every reason to convert.