PDP Conversion Rate
PDP conversion rate is the share of product detail page visitors who purchased — the most direct read on how persuasive a single product page is.
How is it different from site-wide conversion?
Site-wide conversion mixes traffic sources and category structure, so it's hard to isolate a cause. PDP conversion is per product, which makes it easier to tell whether photography, copy, price, or reviews are the gap — and comparing products exposes what your best pages have in common.
What do you check when it's low?
Intent first. If paid search is sending people from the wrong keyword, the page isn't the problem. If intent matches and it's still low, look at drop-off inside option selection, where delivery information sits, and review count, in that order.
Frequently Asked Questions
Q. How do you measure the effect of video?
Compare pages with and without video over the same period and the same traffic source. Splitting by whether the video was played also shows the gap between watchers and non-watchers.
Q. Do out-of-stock products count?
Excluding them is more accurate. Views of items nobody can buy make the rate look worse than it is.
Q. How do you judge products with little traffic?
Not individually. Group them by category or price band, read the group average, and only then single out the ones sitting well below it.
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