Mastering your product detail page for apparel retailers

As an online apparel retailer, you’re probably putting a lot of money and effort into bringing potential shoppers to your site. The Product Detail Page (PDP) is the last leg of the customer buying journey—it’s “money time."

The quality of a product detail page can convince a shopper to make the purchase or to keep shopping. The average conversion rate for online apparel and accessories stores stands at approximately 1.7%.

This means that even a slight improvement in conversion can significantly boost your revenue.Given the importance of product detail pages, there are plenty of online resources on how to optimize them for conversion. However, shopping behavior for fashion is different from that for electronics or furniture. To push your pages to the max, they need to be optimized for what you sell.

Plus, many product detail page’s optimization techniques require significant investment in technology or redesign. In this article, we focus on best practices for creating high-converting apparel product detail pages and tactics to achieve quick wins.

What makes a great apparel product detail page?

Great product pages combine layout, design, content, and functionality seamlessly. Above all, the purpose of a product detail page is to provide information about an item. However, it should also:

• Engage and entice shoppers
• Boost confidence in the retailer/brand and in the product
• Simplify the conversion process and remove barriers to sales

But how do you make sure your product detail page does all these things? Let’s take a look.

Engage and entice shoppers

In most cases, you have a very narrow window of opportunity (less than a minute) to persuade your shoppers to make the purchase. Here are some best practices to capture your visitors’ attention right away:

Use high-quality images

Images are the number one factor in online buying decisions. Some sources quote this as true for 75% of shoppers, while others claim it’s true for a whopping 93% of shoppers.

Either way, images are crucial. But what does a high-quality image mean? It’s more than just the number of pixels! The product picture should highlight the item in a way that attracts the customer and makes their imagination soar. “Where could I wear this? How would I look wearing this at my next party?”

The basics include images that the shopper can enlarge for more details, showcasing the item from several angles, and using natural-looking light to ensure colors are true. But to optimize for conversion, you need to take it a step further.

Use models—the right models

According to research by Shopify, images with models can increase conversion rates by up to 20%. This number grows even higher when using diverse models that resonate with your target audience.

Use the same models on your product detail page as in your campaigns. Model consistency can increase a company’s revenue by 23–33%.

Lifestyle images also help show the product in context. Showing models in real-life situations, like a park or beach, helps buyers envision themselves in the clothing you sell.

Test and optimize your images per item

A/B testing is essential. Test different models, angles, and styling to see what works best. Define metrics like:

• Click-through rates
• Time spent on the page
• Conversion rate, and
• Average order value to measure success

A specific model can boost conversion for a specific garment but not for another. Create multiple images with various models and test, test, test!

Provide information and boost confidence

When shopping online, it’s natural for customers to be hesitant about their purchase. There are many things to worry about, from the fit to the color, and even the quality of the item.

If you’re expecting shoppers to buy the items without a physical inspection, your product detail page has to provide all the information needed to get over their apprehension. Here’s how:

Craft Compelling Product Descriptions

Answer potential buyers’ questions with clear, engaging descriptions. Include the:

• Product name,
• Price
• A brief description
• A clear call to action
• Any discounts
• Shipping info
• Payment details

Highlight key features like fabric composition and sizing. Use visual language that “shows” the target audience what the product looks like instead of just “telling” them.

For example, instead of saying “This dress is made of 100% cotton,” try “This dress is made from soft, fine cotton that feels great against your skin.” Use the inverted pyramid writing style to highlight the most important information first.

Use reviews and social proof

Customer reviews and ratings build trust and credibility. Display them prominently on your product pages. User-generated content, like customer testimonials and Instagram photos, can also be highly persuasive.

Social proof can be a powerful tool to increase conversion rates. By displaying customer reviews and ratings on your product pages, you can build trust and credibility with potential buyers. Shoppers are more likely to trust the opinions of fellow consumers than the claims made by a company.

Create a consistent look and feel across your product detail pages

Consistency can increase conversion rates by up to 25%. It helps build trust and enhances the user experience, making it easier for visitors to find the information they need.

A consistent look and feel creates a sense of reliability and professionalism so make sure all your product detail pages utilize the same template.

Simplify conversion and remove barriers to sales

No matter how fancy or well-designed your product detail page is, if your checkout process is too complicated, customers are likely to get frustrated and click off the page.Here are some tips to simplify the process:

Clear checkout

Ensure CTA buttons are clear and easy to find. The checkout process should be seamless, with familiar text on buttons. If there are other links on the page, like discounts or size guides, make sure they’re clearly indicated.

Declutter the page

Avoid overwhelming visitors with too much text. Keep descriptions short or add a “read more” button for lengthy text. Use whitespace effectively to reduce noise and focus attention on what matters most.

Combine listings together

Show all variations of a product (color, pattern, size) on a single page. This reduces clutter and makes it easier for visitors to find what they’re looking for.

Additional tips for optimizing your product detail page

Now that we've covered the basics, let’s dive into some additional tips and tricks to further enhance your product detail page.

Use videos to showcase products

In addition to high-quality images, videos can be a powerful tool to showcase your products. Videos provide a dynamic view of the item, showing how it moves and looks from different angles.

This can help potential customers get a better sense of the product, increasing their confidence in making a purchase.

Highlight key features with bullet points

While detailed descriptions are important, bullet points can help highlight key features quickly. This makes it easier for shoppers to scan the page and find the most important information.Use bullet points to list features like:

• Material
• Care instructions
• Unique selling points.

Include size guides and fit information

Sizing can be a major concern for online shoppers. Include detailed size guides and fit information on your product detail pages to help customers choose the right size. Provide measurements for each size and include information on how the item fits (e.g., true to size, runs small).

Offer multiple payment options

Make the checkout process as convenient as possible by offering multiple payment options. This can include credit/debit cards, PayPal, and other popular payment methods. Offering flexible payment options can reduce cart abandonment and increase conversions.

Provide clear shipping and return policies

Customers want to know what to expect when it comes to shipping and returns. Clearly outline your shipping and return policies on your product detail pages. Include information on shipping times, costs, and how to return or exchange items. This transparency can build trust and reduce hesitation to buy.

Use trust badges and security seals

Trust badges and security seals can reassure customers that their information is safe and that your site is trustworthy. Display these badges prominently on your product detail pages and checkout pages to boost confidence.

Optimize for mobile devices

With more shoppers using mobile devices to browse and buy online, it’s crucial that your product detail pages are mobile-friendly. Ensure your pages load quickly and are easy to navigate on smaller screens. Mobile optimization can significantly impact your conversion rates.

Final thoughts

Optimizing your product detail page is key to increasing conversions and boosting sales. By focusing on high-quality images, engaging descriptions, customer reviews, and a seamless checkout process, you can create a product detail page that not only informs but also entices and converts shoppers. Keep testing and refining your pages to see what works best for your audience.