What does it really take to make product pages traffic magnets?

In today's newsletter, the incredible David Bryan is going to take you through 10 elements almost every single high-ranking product page has right now.

And not only going to tell you, every single element has a real example, screen and link to the product page for you to go check it out.

You're going to love this one.

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The Product Page Blueprint: 10 Elements Every High-Ranking PDP Has

If you want more organic revenue, your product pages are one of the highest-leverage places to focus.

Historically, most ecommerce brands have obsessed over link building, category strategy and blog content. But the brands consistently winning competitive SERPs usually share one thing:

Outstanding PDPs that make buying easy and Google confident.

After auditing hundreds of ecommerce stores, here are the 10 elements almost every high-ranking, high-converting PDP has in common, with examples and practical steps you can apply today.

1. Benefit-driven copy (Not Just Features)

Source: https://www.dyson.co.uk/vacuum-cleaners/robot/360-vis-nav

Features tell. Benefits sell.

Most PDPs fall into the trap of describing features, not explaining the impact of those features.

Example:

• Feature-led: “1,400 RPM spin speed”
• Benefit-led: “dries clothes faster with a 1,400 RPM spin speed, meaning less time waiting around for your laundry to finish”

The same approach applies regardless of industry:

• A moisturiser shouldn’t just “contain hyaluronic acid”, it should “restore moisture and keep skin hydrated for 24 hours.”
• A pair of running shoes shouldn’t just have “carbon plates”, they should “improve propulsion, helping you maintain pace with less energy loss.”

Actionable tip: rewrite every feature as a “so what?” benefit. If you can’t answer that, the feature probably doesn’t matter.

2. Rich media that mirrors in-store experience

Source: https://www.nike.com/gb/t/p-6000-shoes-C1h8I1kJ/BV1021-007

One static product image no longer cuts it. High-performing PDPs replicate the “pick it up and inspect it” experience.

Include:

• Images from multiple angles
• Close-ups of materials, textures, stitching, zips, patterns
• Product-in-use lifestyle shots
• 360° spin
• Short video demos (big conversion driver)
• AR / virtual try-ons if relevant
• UGC — often the most persuasive asset you can add

​Nike is a great example: of using UGC. Their PDPs prominently feature Instagram posts from users, with options to tag the brand for a chance to be featured or upload your own photo.

Actionable tip: audit your top 20 revenue-driving products. If there are fewer than 6 unique images or no video, you’re leaving money on the table.

3. Detailed specifications (presented clearly)

Source: https://www.currys.co.uk/products/hotpoint-antistain-nswr-946-wk-uk-9-kg-1400-spin-washing-machine-white-10264160.html

Different industries require different spec details, but the principle is the same:

If your customer can’t answer their core buying questions, they’ll go somewhere else to find out.

Examples:

• Home & furniture: exact dimensions, materials, weight, assembly requirements
• Electronics: processor, OS, ports, compatibility, battery life
• Apparel: size guide, model fit, material breakdown, washing instructions

Actionable tip: turn your product specs into a structured table. Users scan, Google understands, conversions improve.

4. Social proof that actually helps conversions & rankings

Source: https://www.sephora.co.uk/p/elemis-pro-collagen-marine-cream-spf30-5

Reviews aren’t optional anymore. High-ranking PDPs:

• Show average rating above the fold
• Display review count next to the rating (5.0 from 3 reviews ≠ 4.7 from 3,000 reviews)
• Provide photo/video reviews
• Use filters (size, fit, material quality, verified buyer)

Encourage detailed reviews. The text users write becomes long-tail content that ranks for queries you’d never target manually.

Actionable tip: in post-purchase flows, explicitly ask customers questions like:

“Was the fit true to size and how did you style this product?”

You’ll generate richer SEO content automatically.

5. Conversion elements must be above the fold

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Source: https://uk.gymshark.com/products/gymshark-lifting-club-t-shirt-ss-tops-black-aw25

A surprisingly common issue: the CTA moves below the fold on mobile.

I’ve seen this cost brands five-figure monthly revenue simply because the “Add to Basket” button appeared 200px lower than it should.

Ensure the following always sit above the fold on mobile + desktop:

• Product name
• Price
• Stock status
• Size/colour selectors
• Add to Basket button
• Key selling point (one short line, not a paragraph)

Actionable tip: use tools like Hotjar or Clarity to check scroll depth on your most important PDPs. Fix any CTAs that sit too low.

6. Clear pricing, delivery & returns information

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Source: https://www.asos.com/asos-design/asos-design-essentials-relaxed-fit-hoodie-in-black/prd/208550050#colourWayId-208550055

Nothing kills conversion faster than uncertainty.

High-performing PDPs provide:

• Final price (no hidden fees)
• Delivery cost and speed
• Returns window
• Payment options (Klarna, Apple Pay, Shop Pay)
• Guarantees or warranties

Actionable tip: test placing a delivery/returns summary immediately below the price. This often gives a measurable uplift.

7. Internal linking that improves UX and rankings

Source: https://www.wayfair.co.uk/furniture/pdp/canora-grey-velvet-convertible-sofa-bed-with-gold-trim-3-position-adjustable-backrest-cup-holders-u110862141.html

Internal linking isn’t just for blogs and categories - PDPs benefit massively from it.

Add blocks such as:

• “You may also like…”
• “Frequently bought together”
• “More from this collection”
• “Customers who viewed this also viewed…”

Done well, these increase:

• AOV
• Pageviews per session
• Contextual relevance for category pages
• Crawl paths and indexation

Actionable tip: Ikea uses internal links throughout their PDPs - from related products and recommended for you, to shop the look and links to accessories. Take inspiration from them to enrich your internal linking.

8. Sensible and authentic urgency

Source: https://www.argos.co.uk/product/7624850

Urgency works. Until it doesn’t.

If every product reads “Only 2 left!” or “423 sold in the last hour!”, credibility collapses.

Use urgency sparingly and honestly:

• Low stock indicators only when genuinely low
• “Order within X hours for next-day delivery”
• Seasonal demand reminders (e.g., “Selling fast ahead of Black Friday”)

Actionable tip: audit urgency messaging across 20 PDPs. If more than 30–40% use urgency, dial it back.

9. Back-in-stock & wishlist functionality

Source: https://www2.hm.com/en_gb/productpage.1300435006.html

Back-in-stock notifications are such an easy win.

If an item is unavailable, show:

• “Email me when this returns”
• Estimated restock date (even rough ranges help)
• Wishlist/save for later options

This creates:

• Predictable demand
• Future conversion opportunities
• Zero-effort list growth

10. Technical foundations Google expects

Source: https://www.adidas.co.uk/vl-court-3.0-shoes/ID6285.html

Breadcrumbs

Essential for both UX and internal link structure. They reinforce hierarchy and help Google understand context.

Structured Data (including variants)

Implement:

• Product schema
• Offer / Price
• Reviews / AggregateRating
• Variant schema where applicable

Unique URLs for variants - with indexing logic

Every product variant should have its own unique URL, with indexation logic based on demand. The Adidas model is a great example of how to implement this properly:

• Colours = separate indexable URLs
• Sizes = treated as non-indexable filter parameters, canonicalised to main product

This signals to Google:

• Which variations deserve indexation
• Which should consolidate authority
• How the product sits within the catalogue

Actionable tip: audit which variants have search volume. Index only those - NoIndex and canonicalise the rest.

Wrapping up

Great PDPs don’t win because of one trick, or just getting their H1 and title tag optimisation right and hoping (but please don’t forget about this…). They win because they remove friction, increase relevance, and make buying obvious.

If you get these 10 elements right, you’ll benefit from:

• Higher conversions
• Lower return rates
• Higher rankings (because Google rewards pages that answer intent efficiently)
• Better UX signals in general

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A massive thank you to David for this guest newsletter. Connect with him on LinkedIn for even more insights.