Key Guidelines for Creating Effective Product Detail Pages on CDON
Your product detail page (PDP) is often the first and one of the most important parts of convincing a customer to buy your product. It’s where decisions are made. A well optimized PDP doesn't just explain your product clearly, it builds trust, reduces returns, boost visibility on platforms like CDON and Google, and ultimately drive conversions.
This guide breaks down what makes a PDP effective and why each element matters for both your customer and your sales.
Why PDP matters
An incomplete or unclear PDP increases the risk of:
- Wrong purchases: Customers don't understand what the product includes or fits.
- Returns: Expectations don't match reality.
- Abandoned carts: Customers leave to look for more information elsewhere.
A strong PDP improves conversion, reduces customer issues, and builds trust in your brand.
Common Mistakes and Their Consequences
| Problem | Consequences |
| Missing Specification | More returns, customer complaints |
| Poor or few images | Lower trust, reduces conversion |
| Duplicate or bad descriptions | Worse SEO performance |
| Missing warrant/return info | Fewer purchases, more support cases |
| Missing brand or GTIN | Product wont appear in filtered views |
| No compatibility details |
Higher return rate |
Product title
Write a clear, informative product title
Example: Philips Airfryer XXL Black, 5.6L, Rapid Air technology
Why it matters: The title is the first thing both customers and search engines see. A well structured title improves both click through rates and search placement. It should instantly tell the customer what the product is without needing to click into the page. Keep in mind to avoid unnecessary information since it can cause the product to appear in irrelevant searches.
Product Identifiers, Categories & Attributes
Always include accurate product identifiers such as the correct GTIN/EAN and SKU, and make sure your product is assigned to the correct category with all the relevant attributes.
- GTIN/EAN: Is required for product feeds to work correctly (Google shopping, comparison engines like Prisjakt etc).
- Brand: Helps customers filter and add credibility.
- SKU: Helps with internal tracking and support.
- Category and attributes: Are crucial for searchability, filtering, and product recommendations. If these are missing or incorrect, your product may not appear in filtered views or comparison tools, making it harder for the customer to find.
Category and Attributes
Assign the correct category and fill in all relevant product attributes (color, size, waterproof). Attributes are used for filtering, search and product recommendations. If attributes are missing or incorrect, customers wont find your product as easily, and it may not show up in filtered views or comparison tools.
Product Description & Specifications
A good description answers customers' questions before they even ask. Use the description to explain what the product does and why it's valuable. It builds confidence, reduces hesitation and drives comparison. Focus on value and use not just features.
Technical specifications: should provide factual details like dimensions, battery life, materials and compatibility. Clear technical data helps customers compare options and avoid mismatched expectations. It also reduces the chance of returns. Example: "The compact air fryer is ideal for smaller kitchens, cooks crispy meals with 98% less oil."
Tips:
- Use bullet points for better readability.
- Avoid large blocks of text.
- Always write unique descriptions, don't copy suppliers text. Search engines rank unique content higher and duplicate text is seen as low-value. It helps your product to stand out from competitors.
Images & Videos
Upload at least 5 high quality images per product. The first image should show the product clearly, front facing, on white background. Good images increase conversion by helping the customers visualize the product. Google indexes images and displays them in shopping results and multiple angles reduce uncertainty and lower returns. Please avoid text or watermarks on the main image.
Add a short video showing product features or usage. Video increases time on page which is a krey trusty signal to CDON and Google. It helps customers understand how the products work, especially for technical or high-value items. Recommendations: 15-30 seconds is ideal, longer videos can lose customer attention. Show how the product is used, key features or unboxing. Keep it clear and practical and avoid overproduced promotional clips.
Pricing, Stock & Delivery Information
Be transparent about pricing, stock availability, delivery times and return policies. Customers want to know exactly what to expect before buying the product. Unclear information leads to drop offs, frustration and support tickets. Honest return and warranty information builds trust and transparency. It is important to also clearly state if the item is refurbished or used. Mention if the product is bulky or difficult to return and also who pays for return shipping.
How to Prioritize if you have many products
If you don't have time to fix everything at once, start with:
- Best sellers and high value items: These have the biggest revenue impact.
- Titles and images first: They influence clicks and purchases immediately.
- Descriptions and specs next. Improve over time.
- Avoid compliance issues: Such as misleading titles, banned items, or missing legal info.
Summary
A good product detail page isn’t just a formality, it's your digital sales pitch.
Better PDPs leads to:
- Higher conversions: More visitors become buyers.
- Fewer returns: Clearer expectations mean happier customers.
- Improved SEO: Both on CDON and Google.
- Stronger brand trust: Leading to long-term growth.
Below are two examples of a good and bad product detail page. Areas marked in red highlight what's done or missing, while areas in green show what's done correctly and effectively.