Why you should focus more on your product details page

The product details page is probably the most important page on an eCommerce website. Many will say “wait! the homepage is the most important”, well they’re usually wrong.

Your product pages in most scenarios will get the most page views – lets think about it and split it in to two scenarios:

1. A user knows your company, they probably type in your URL direct or type your name in to Google.
2. A user doesn’t know your company, they have typed a product in to Google and stumble across your page.

Number two is usually the greater of the above two points. The product details page is really the business end of the website, and ultimately where decisions on purchasing are made. There are however, some scenarios where this may not be the case.

• You run a lot of brand awareness or un-targeted PPC where people are directed to your homepage.
• Your website is extremely niche e.g. bobs-red-hats.com.
• You are an absolutely huge brand.

So, put simply your product pages are probably your most viewed pages – so focus on making these better. There are many ways to improve your product pages such as better layout, copy or imagery – but that’s all for another article. Remember, there are probably a lot of users that will never see your homepage – of course don’t abandon your homepage, it still has a vital role to play.