Product pages··5 min read
Why your product pages never get quoted
Product detail pages are the most commercially valuable pages you own and the least quotable. Here is the pattern we see in almost every audit.
In a recent audit of a national tile retailer, the assistant could name the brand but could not name a single product line without prompting. The catalog was enormous. The extractable surface was tiny.
The three failures
Almost every product page failure falls into one of three buckets, and all three are fixable without a redesign.
- Specs live in an image, a PDF spec sheet, or a tab that only loads on click
- The page never states what the product is for in plain language
- Structured data is present but contradicts the visible content
The test
Copy your product page as plain text. Delete the navigation, the reviews and the cross-sells. If what remains cannot answer 'what is this, who is it for, what are the numbers' in a paragraph, no assistant will quote it either.