What Does PDP Mean In Marketing?
by Lumavate | Last Updated: Nov 18, 2023
by Lumavate | Last Updated: Nov 18, 2023
PDP stands for product detail page. The page can be online or in print, and it contains all relevant information about a particular product. PDPs are typically created by your marketing department and each page shows product specifications, product benefits, images, descriptions, how-to information, and warranty information. A product information website page may show product how-to videos, such as assembly instructions.
A printed product page, however, can offer that same level of assistance via a printed QR code that users can scan to learn more about an item before or after buying it.
At the same time, customers aren't the only ones who need the information a product detail page can provide. Your employees will find such pages to be very useful as well. Internal PDPs can show product SKUs and product availability in addition to the information potential customers would see on a public product detail page. Keeping all information about a single product on one convenient page makes it easy for your office to track inventory and answer consumer questions.
The PDP meaning should not be confused with the definition of a product listing page (PLP). These are two separate but equally important resources.
A quick comparison of PLP vs PDP shows that both have their similarities, but one cannot be replaced with the other. A product detail page shows in-depth information about a particular product. A product listing page (PLP) lists all the company's products or all the items in a particular product collection. A printed PLP page shows customers what's available and gives brief information about each option. Online product listing pages typically come with search and filter options, so consumers can find what they're looking for right away.
Product listing pages are ideal for helping potential buyers get to know your products. They often show a product thumbnail as well as give brief information, so consumers can see if they're interested in what you're offering and then search through your products to find what they need. Product detail pages give in-depth information that helps consumers pick between two or three similar items. Good PDPs have multiple images to show the product from different angles. They contain in-depth information about the product that consumers only need to see if they're considering buying it or have already done so.
People who take the time to look through a product detail page aren't just casual viewers. They know what they want, and they are considering your product for purchase. Thus, a product detail page should tell buyers everything they need to know about the item in question. This includes:
A brief item description
Feature options (i.e., colors, sizes, etc.)
Product specifications (i.e., what material it's made from)
Multiple product images
Product videos. These can be walkthroughs and/or how-to videos
Manuals and assembly instructions when warranted
A product information page should also include custom recommendations based on a buyer's history on your website and/or his or her past purchases. You can do this automatically if you use Product Information Management software to store and manage your product information. Statistics show that product recommendations increase consumer conversion rates by a whopping 70%. What's more, people who visit your site and view product recommendations but don't buy anything right away are 20% more likely to come back than site visitors who don't see product recommendations.
To create a great product detail page, you need to start with thorough research into your target audience. Consider your sales data to find out who's buying your products. See which products sell best and which aren't moving off the shelves. Each page should be designed to appeal to the people who are most likely to be interested in what you're offering.
Next, bear in mind that the end goal of your product detail page is to help customers decide on making a purchase. Do not include information that would distract them from this purpose, or make it hard for them to find the information they need to decide on what to buy. The product detail page design should be uncluttered and easy to view on any device.
Finally, make sure your product detail page meets the needs of people who have already bought your product. How-to videos help people understand how to assemble and use a product. An owner's manual can answer important questions about complex products such as machinery or IT equipment. Warranty information is a must in case an item breaks down unexpectedly. Assisting people after you've made a sale improves overall customer experience and builds brand loyalty.
Consider the following product detail page examples:
Seller 1 sells appliances. Customers who come to the blender's PDP page can see detailed information about the blender's size and features. They can watch how-to videos and check the owner's manual if they have questions. There is also warranty information in case something breaks down. Buyers know exactly what they're getting and even those who don't make a purchase come away with a positive view of the seller.
Seller 2 also sells blenders but the PDP page doesn't list the blender's size. There are no how-to videos, so buyers won't know exactly how the device works until they buy it and try it out for themselves. Warranty information is unclear, so there is no telling if the device is covered and if so, for how long. This page doesn't make many sales as buyers don't know enough to be sure that the blender is a good buy.
As these PDP examples show, it's important to put yourself in a buyer's shoes. What information would you look for if you were buying the item? What information would help you use the item once you buy it? Consumers have multiple products to pick from. Make it easy for people to see why they should buy yours.
Product detail pages are powerful sales tools that can drive engagement and brand loyalty. Providing consumers with all the information they need to make a purchase and keeping your pages updated will take work and effort, but the result is well worth it as you'll not only make sales but also boost your brand by increasing word-of-mouth recommendations and building a loyal following.