Why 70% of PDPs push shoppers away before they scroll

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70% PDPs bury critical info below the 3rd fold.

(where less than 40% visitors reach)

Leading to:

– Shoppers unable to understand USPs

– High bounce rate or drop-off in first fold

– Less than 10% add to cart rate

Showing the right things, at the right time, in the right order is critical for conversion.

In this breakdown, I’ve made 11 strategic changes that improve content hierarchy and make a page convert better.

1. Add USP badges. These badges highlight product suitability and certifications, helping users see if it fits their needs and values.

2. Have a concise product title and short description. Place this above the product image. This helps users understand what the product is and why it’s useful right away.

3. Show awards that the product has won. This builds credibility. Especially in skincare and health care.

4. Showcase product thumbnails. This increases engagement with the image gallery. Helping more visitors learn about the product and convert.

5. Add key product USPs. These short notes give users an instant sense of what makes the product stand out, capturing interest without needing to read full descriptions.

6. Add clear bullet points for key product benefits. Explain exactly how the product works and what users can expect, making it easy to scan and understand the value.

7. Make the add to cart CTA stand out. Avoid stroke outline and keep a fill. A/B test having a sticky add to cart CTA.

8. Place trust signals closer to the purchase button. When shipping and return details appear right where buying decisions happen, it reduces the friction that causes cart abandonment.

9. Highlighting what's NOT in the product with clear icons. Helps to understand the brand's values and can trust that it aligns with their ingredient preferences.

10. Include before/after photos. Visual proof of results paired with clear benefit statements builds credibility. Helps skeptical shoppers see real evidence.

11. Add a "Complete Your Routine" section. Suggest complementary products to guide customers toward building a full regimen, naturally increasing order value while helping them succeed.

Other UX/UI and CRO changes I did:

– Moved product name above the gallery

– Added sneak peek on the next image

– Replace paragraphs with bullets

P.S. Educational, visual PDPs build trust and make it easier for shoppers to buy. Remember, most visitors get distracted easily, so you want to really optimize the first 2 folds.

Work with Stuti to improve your conversion rate

If your website converts below 2.5%, 👉Book a call with Stuti

Her clients typically see at least a 25% lift in conversion.