{"id":858237,"date":"2021-07-26T10:35:22","date_gmt":"2021-07-26T14:35:22","guid":{"rendered":"https:\/\/www.practicalecommerce.com\/?p=858237"},"modified":"2022-09-01T14:05:26","modified_gmt":"2022-09-01T18:05:26","slug":"the-full-funnel-product-detail-page","status":"publish","type":"post","link":"https:\/\/www.practicalecommerce.com\/the-full-funnel-product-detail-page","title":{"rendered":"The Full-funnel Product Detail Page"},"content":{"rendered":"<p>Once found only at the bottom of a sales funnel, the ecommerce product detail page is evolving to address the entire buyer journey, from awareness to sale.<\/p>\n<p>Consider a free, basic theme on Shopify called &#8220;<a href=\"https:\/\/themes.shopify.com\/themes\/simple\/styles\/light\">Simple,<\/a>&#8221; Its product pages are sales-focused, with eight sections:<\/p>\n<ul>\n<li>Product name,<\/li>\n<li>Price,<\/li>\n<li>Description<\/li>\n<li>Product options,<\/li>\n<li>Images,<\/li>\n<li>Two call-to-action buttons,<\/li>\n<li>Social media buttons,<\/li>\n<li>Product recommendations.<\/li>\n<\/ul>\n<p>These sections are fundamental to conversions except, perhaps, the social media buttons and product recommendations. The rest \u2014 product name, price, description, images, and add-to-cart buttons \u2014 are more or less essential to completing the action.<\/p>\n<div id=\"attachment_858238\" style=\"width: 580px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-858238\" class=\"wp-image-858238 size-large\" title=\"Screenshot of Simple's product detail page\" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/072221-shopify-simple-570x329.jpg\" alt=\"Screenshot of Simple's product detail page\" width=\"570\" height=\"329\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/072221-shopify-simple-570x329.jpg 570w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/072221-shopify-simple-300x173.jpg 300w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/072221-shopify-simple-768x443.jpg 768w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/072221-shopify-simple-150x87.jpg 150w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/072221-shopify-simple-500x289.jpg 500w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/072221-shopify-simple.jpg 1000w\" sizes=\"auto, (max-width: 570px) 100vw, 570px\" \/><p id=\"caption-attachment-858238\" class=\"wp-caption-text\">The product detail page on Simple, a Shopify theme, provides bottom-of-funnel content to prompt a purchase.<\/p><\/div>\n<p>Interestingly, this list of product content sections is similar to a typical Amazon product detail page years ago. A screen capture from the <a href=\"https:\/\/web.archive.org\/web\/20070912140914\/http:\/\/www.amazon.com\/%2522GEORGE-FOREMAN%2522-GRILL-BUN-WARMER\/dp\/B00074LD1Y\">Internet Archive<\/a> shows that the product page in 2007 for the &#8220;George Forman Grill with Bun Warmer&#8221; had the basics \u2014 name, price, description, picture, and add-to-cart button \u2014 plus ratings, tags, and a customer discussion section.<\/p>\n<p>The page was aimed at the bottom of the funnel \u2014 the end of the buyer&#8217;s journey.<\/p>\n<div id=\"attachment_858244\" style=\"width: 580px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-858244\" class=\"wp-image-858244 size-large\" title=\"Screenshot from 2007 of George Forman Grill on Amazon.\" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/072221-amazon-circa-2007-570x359.jpg\" alt=\"Screenshot from 2007 of George Forman Grill on Amazon.\" width=\"570\" height=\"359\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/072221-amazon-circa-2007-570x359.jpg 570w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/072221-amazon-circa-2007-300x189.jpg 300w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/072221-amazon-circa-2007-768x483.jpg 768w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/072221-amazon-circa-2007-150x94.jpg 150w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/072221-amazon-circa-2007-500x315.jpg 500w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/072221-amazon-circa-2007.jpg 1000w\" sizes=\"auto, (max-width: 570px) 100vw, 570px\" \/><p id=\"caption-attachment-858244\" class=\"wp-caption-text\">Amazon&#8217;s product detail pages in 2007 contained content for end-of-journey actions.<\/p><\/div>\n<h3>Funnels and Journeys<\/h3>\n<p>Sales funnels and buyers&#8217; journeys are meant to describe how prospects become customers. These models help us think about the required emotional, psychological, and physical steps.<\/p>\n<p>Historically, such models have focused on the action steps. As an example, consider the popular AIDAR model, a hierarchical funnel with five stages:<\/p>\n<ul>\n<li>Attention,<\/li>\n<li>Interest,<\/li>\n<li>Desire,<\/li>\n<li>Action,<\/li>\n<li>Retention.<\/li>\n<\/ul>\n<p>A product detail page with just the basic info described above fits best near the bottom of the model in the &#8220;Action&#8221; or &#8220;Retention&#8221; step.<\/p>\n<div id=\"attachment_858243\" style=\"width: 580px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-858243\" class=\"wp-image-858243 size-large\" title=\"A diagram showing the five steps of the AIDAR model. \" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/072221-aidar-model-570x321.png\" alt=\"A diagram showing the five steps of the AIDAR model. \" width=\"570\" height=\"321\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/072221-aidar-model-570x321.png 570w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/072221-aidar-model-300x169.png 300w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/072221-aidar-model-768x432.png 768w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/072221-aidar-model-1536x864.png 1536w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/072221-aidar-model-150x84.png 150w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/072221-aidar-model-500x281.png 500w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/072221-aidar-model.png 1920w\" sizes=\"auto, (max-width: 570px) 100vw, 570px\" \/><p id=\"caption-attachment-858243\" class=\"wp-caption-text\">The AIDAR model is an example of a marketing or sales funnel.<\/p><\/div>\n<h3>Full-funnel<\/h3>\n<p>Product detail pages in 2021 have evolved from closing the sale to serving the <a href=\"https:\/\/www.practicalecommerce.com\/20-kpis-to-drive-customer-journey-campaigns\">entire journey<\/a> \u2014 a full-funnel page.<\/p>\n<p>Take the product detail page on Amazon for <a href=\"https:\/\/www.amazon.com\/WOW-Apple-Cider-Vinegar-Shampoo\/dp\/B07KX5ZT2K\/ref=sxts_rp_s1_0\">Wow Apple Cider Vinegar Shampoo<\/a> from July 22, 2021. On marketplaces such as Amazon, product pages have to attract attention in search, generate interest, and develop desire so that a shopper will make a purchase.<\/p>\n<div id=\"attachment_858242\" style=\"width: 580px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/072221-wow-detail-page-full.jpg\" target=\"_blank\" rel=\"nofollow noopener\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-858242\" class=\"wp-image-858242 size-large\" title=\"Screenshot of the Wow Apple Cider Vinegar Shampoo page on Amazon\" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/072221-wow-detail-page-full-570x315.jpg\" alt=\"Screenshot of the Wow Apple Cider Vinegar Shampoo page on Amazon\" width=\"570\" height=\"315\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/072221-wow-detail-page-full-570x315.jpg 570w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/072221-wow-detail-page-full-300x166.jpg 300w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/072221-wow-detail-page-full-768x424.jpg 768w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/072221-wow-detail-page-full-150x83.jpg 150w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/072221-wow-detail-page-full-500x276.jpg 500w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/072221-wow-detail-page-full.jpg 1000w\" sizes=\"auto, (max-width: 570px) 100vw, 570px\" \/><\/a><p id=\"caption-attachment-858242\" class=\"wp-caption-text\">The Wow Apple Cider Vinegar Shampoo page on Amazon has to attract attention in search, generate interest, and develop desire so that a shopper will make a purchase.<\/p><\/div>\n<p>The product name is long.<\/p>\n<p style=\"padding-left: 30px;\"><em>&#8220;WOW Apple Cider Vinegar Shampoo &#8211; Reduce Dandruff, Frizz, Split Ends, For Hair Loss &#8211; Clean Scalp &amp; Boost Gloss, Shine &#8211; Paraben, Sulfate Free &#8211; All Hair Types, Adults &amp; Children &#8211; 500 mL&#8221;<\/em><\/p>\n<p>This title is not likely aimed at the bottom of the funnel but rather near the top. WOW seems to be optimizing it for search on Amazon.<\/p>\n<p>Moreover, the &#8220;About this item&#8221; section adds 200 more words explaining what the shampoo does. The description here may be aimed at the middle of the funnel to create a desire for the product.<\/p>\n<div id=\"attachment_858246\" style=\"width: 580px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/072321-wow-about.jpg\" target=\"_blank\" rel=\"nofollow noopener\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-858246\" class=\"wp-image-858246 size-large\" title=\"Screenshot from Amazon of the extended description for Wow Apple Cider Vinegar Shampoo\" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/072321-wow-about-570x335.jpg\" alt=\"Screenshot from Amazon of the extended description for Wow Apple Cider Vinegar Shampoo\" width=\"570\" height=\"335\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/072321-wow-about-570x335.jpg 570w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/072321-wow-about-300x176.jpg 300w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/072321-wow-about-768x452.jpg 768w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/072321-wow-about-150x88.jpg 150w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/072321-wow-about-500x294.jpg 500w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/072321-wow-about.jpg 1000w\" sizes=\"auto, (max-width: 570px) 100vw, 570px\" \/><\/a><p id=\"caption-attachment-858246\" class=\"wp-caption-text\">On Amazon, the Wow Apple Cider Vinegar Shampoo page contains content aimed at consumers earlier in their shopping journey.<\/p><\/div>\n<p>And the list goes on. The page includes three product videos and six product-related photos. There&#8217;s a 1,097-word <a href=\"https:\/\/www.practicalecommerce.com\/3-seo-lessons-from-amazon-for-ecommerce-product-pages\">product description<\/a> (longer than most articles on Practical Ecommerce), two charts, two bulleted lists, and 20 more photos. And there are sections for specifications, ingredients, usage, reviews, and user videos.<\/p>\n<div id=\"attachment_858241\" style=\"width: 580px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-858241\" class=\"size-large wp-image-858241\" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/072221-wow-amazon-videos-570x278.jpg\" alt=\"\" width=\"570\" height=\"278\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/072221-wow-amazon-videos-570x278.jpg 570w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/072221-wow-amazon-videos-300x146.jpg 300w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/072221-wow-amazon-videos-768x375.jpg 768w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/072221-wow-amazon-videos-150x73.jpg 150w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/072221-wow-amazon-videos-500x244.jpg 500w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2021\/07\/072221-wow-amazon-videos.jpg 1000w\" sizes=\"auto, (max-width: 570px) 100vw, 570px\" \/><p id=\"caption-attachment-858241\" class=\"wp-caption-text\">The WOW shampoo product page had three videos, numerous photos, and more words than most articles on Practical Ecommerce.<\/p><\/div>\n<h3>Evolution<\/h3>\n<p>Several factors are likely responsible for the differences on the Amazon product detail pages for the George Forman grill in 2007 versus the WOW shampoo in 2021.<\/p>\n<p><strong>Competition. <\/strong>Worldwide retail ecommerce is booming, with sales nearly tripling in the six years from 2014 to 2020 when it hit $4.28 trillion, according to Statista. And <a href=\"https:\/\/www.practicalecommerce.com\/category\/b2b\">B2B ecommerce<\/a> is even bigger. Global B2B ecommerce revenue reached more than $6.6 trillion in 2020, according to Grand View Research.<\/p>\n<p>Thus ecommerce is competitive. Product information can provide an edge.<\/p>\n<p>In a <a href=\"https:\/\/www.practicalecommerce.com\/commerceco-recap-seo-link-building-is-hard\">discussion<\/a> about search engine optimization and link building, James Wirth, senior director of strategy and growth marketing at Citation Labs, an agency, pointed out that his firm builds links to ecommerce product pages. That process requires link-worthy content.<\/p>\n<p>Nowhere is ecommerce competition as intense as on Amazon, where a product page is not the culmination of a buyer&#8217;s journey but likely the first stop. That page is the only opportunity a brand or retailer has to grab attention, peak interest, and develop desire.<\/p>\n<p><strong>Covid-19. <\/strong>The pandemic intensified ecommerce competition, forced more businesses to compete online, and impacted buyer behavior.<\/p>\n<p>In December 2020, Salsify, a maker of product information management software, surveyed 1,800 U.S. shoppers. About 40% of respondents had relied on ecommerce in some form since the outset of the pandemic. Roughly 24% <em>only<\/em> shopped online. And another 37% limited brick-and-mortar shopping to trusted stores.<\/p>\n<p>Thus shoppers who might otherwise have gone to a local store were pursuing digital aisles. Those shoppers wanted product information, including top-of-funnel content.<br \/>\n<\/p>\n<p><strong>Culture. <\/strong>Finally, shopping culture is changing.<\/p>\n<p>Buyers are not just interested in price. They <a href=\"https:\/\/www.practicalecommerce.com\/consumers-want-visibility-into-what-they-buy\">want to know<\/a> if a product is good not just in quality, but also good for the world. Consumers increasingly are interested in sustainability, social responsibility, and the well-being of workers.<\/p>\n<p>This could be why shoppers might prefer a minority-owned company or why WOW&#8217;s shampoo description states that its products are vegan and cruelty-free. All of this needs to be communicated. Product pages might be the place to do it.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Once found only at the bottom of a sales funnel, the ecommerce product detail page is evolving to address the entire buyer journey, from awareness to sale. Consider a free, basic theme on Shopify called &#8220;Simple.&#8221; Its product detail pages are sales-focused, with eight sections.<\/p>\n","protected":false},"author":391,"featured_media":869554,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_wp_rev_ctl_limit":""},"categories":[58305],"tags":[],"class_list":["post-858237","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-product-pages",""],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.2 (Yoast SEO v25.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Full-funnel Product Detail Page - Practical Ecommerce<\/title>\n<meta name=\"description\" content=\"Once found only at the bottom of a sales funnel, the ecommerce product detail page is evolving to address the entire buyer journey, from awareness to sale. 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