It takes a lot of design work, copywriting, and logistics to create the perfect product detail page. And with all the individual pieces and best practices, it’s easy to wind up with a product page that’s merely adequate, when it could be excellent.
We’ve put together 15 questions you can use to evaluate your product pages and ensure they’re set up to succeed.
Your product title is one of the biggest ranking factors and the main way customers determine if your product is what they’re looking for.
☐ Does your title use the terms your customers use?
When your customers search for your product category and solutions like your product, they use particular keywords and phrases. If you want them to find your products, you need to use the same language they do.
☐ Did you include the primary benefit or feature?
Sometimes consumers search for a product plus a specific feature or benefit. Including your most popular benefits and features in your product title can help you rank for these searches, and it will also help your title stand out when consumers see your product next to others in your category. It may even lead them to wonder if your competitors don’t have those features when they don’t see them in the titles.
☐ Does it have all the product configuration info?
If your product comes in multiple variations, then each product title needs to specify which version it’s for. Don’t let your customers get confused about which size, color, fragrance or quantity they’re about to buy!
Image and video carousel
The image and video carousel doesn’t just visually confirm what your product looks like. This is an opportunity few brands take full advantage of.
☐ Do your images tell a clear story?
Taken together, your images should tell a story about what your customers can achieve if they purchase your product. Make your customers the heroes of that story.
☐Do your images show your product being used?
Your images shouldn’t just show your product from a variety of angles. They should show people what it looks like in context. This is a chance for you to showcase the key features and benefits you mentioned in your title and description, and to help people visualize what their experience will be like when they use your product.
☐ Is your video optimized for the shopping experience?
If you’ve already produced video ads for your product, it’s tempting to just throw those in here. But don’t do it. Choose videos that enhance the shopping experience, such as how-to videos, videos that walk people through the features and benefits you highlight in your description, or videos answering the most common questions about your product.
Product descriptions have to do a lot of heavy lifting, and they need to be excellent. But between all the features, benefits, and specifications brands include, it’s easy to miss some big wins.
☐ Did you mention your awards and accolades?
Awards, accolades, and endorsements can seriously help your product stand out. Even if most consumers have never heard of your awards before, it’s worth mentioning them in your description. When they check out your competitors and don’t see those same accolades, they’ll be thinking about what makes your product better.
☐ Does it include the keywords you want to rank for?
Keywords make the biggest difference in your product title, but if you want to rank for particular terms and phrases, those should appear in your description, too. Just make sure you use them in natural ways – don’t let your copy become stilted just to cram an extra keyword in.
☐ Did you include relevant seasonal copy?
Sometimes holidays and other seasonal events change what terms people use to find products. If your product would make a great Mother’s Day gift, Valentine’s Day gift, etc., it’s worth temporarily changing your copy to take advantage of seasonal searches.
Ratings and reviews
Consumers use ratings and reviews to identify quality products. Here’s how to make sure your product looks good at a glance.
☐ Are there more than 50 ratings?
If you have fewer than 50 ratings, it’s easy for a competitor to look like the clear choice in your category, and there’s not much data for consumers to use when they evaluate your quality. Consider enrolling in a product sampling program or soliciting reviews from current customers.
☐ Have you responded to all your negative reviews?
Sometimes negative reviews are easy to resolve. If you can make the reviewer happy, they may change or remove their negative review. At the very least, responding shows potential customers that you care about quality and service.
☐ Is your average score over 4.2?
Consumers are most likely to purchase products with a rating over 4.2 stars. If yours is less than that, you need to address consistent frustrations and encourage satisfied customers to leave a review.
Enhanced content gives you more ways to provide a better shopping experience than your competition. Here are three key ways enhanced content can help your products stand out.
☐ Are you using infographics and visuals to illustrate key points?
Sometimes a photo alone can’t communicate a key concept you want people to understand about your product. Infographics and other visuals can bring clarity to key features, benefits, or claims.
☐ Can customers see a clear before/after?
For some products, before and after images make all the difference. You can give potential customers a powerful visual of the change they could experience as a result of using your product.
☐ Is your product family featured?
Standalone products are fine. But when your product is part of a larger suite of related products that work together or can be purchased in a bundle, that can make your product a lot more appealing to some customers.