3 Steps to Optimize Your Product Display Pages for Maximum Conversions

As the 2025 holiday season approaches, marketers face a critical question: Are your Product Display Pages (PDPs) doing everything they can to drive conversions? Whether you’re competing in crowded eCommerce spaces or partnering with major retailers, optimized PDPs are the gateway to converting browsers into buyers.

Here’s a deeper dive into how brands can level up their PDPs this season, with actionable insights from Public Label’s work with leading brands and practical solutions tailored for small and medium-sized businesses.

To stay ahead, here are three critical areas to audit right now:

1. Content Compliance: Building Trust Through Accuracy

A foundational step in PDP optimization is ensuring compliance with retailer guidelines and accuracy across every element. This includes consistent product descriptions, detailed specifications, and images that adhere to platform requirements. Non-compliance can lead to penalties or removal from retailer platforms—the last thing you need during the busy holiday rush.

For small and medium-sized businesses (SMBs) in the CPG space, staying compliant without the benefit of a dedicated content team can seem daunting. But even without significant resources, tools like Salsify or GS1-certified data pools can help automate and centralize product content, making it easier to ensure consistency and adherence to retailer standards.

A real-world example comes from a specialty snack brand expanding into eCommerce. We helped them transition from unstructured product listings to retailer-compliant, keyword-optimized descriptions. These updates, paired with well-lit images of the product in action (like being served at a holiday party), led to a 20% increase in retailer rankings and more visibility when it mattered most.

2. Content Completeness: Create Experiences, Not Just Descriptions

Great PDPs go beyond the basics. Shoppers want to see products in action, understand their value, and imagine how they fit into their lives. Immersive content like lifestyle imagery, videos, and interactive features can bridge the gap between browsing and buying.

For larger brands, creating this kind of high-production content might be a given. But for smaller CPG brands, the thought of lifestyle photography or interactive features can feel out of reach. Here’s where creativity and resourcefulness can make a big impact:

• Leverage User-Generated Content (UGC): Encourage your loyal customers to share photos of your product in real-life scenarios. This authentic content is not only cost-effective but builds trust with potential buyers. For example, a boutique coffee brand we worked with used customer-submitted images of their holiday-themed gift sets. The photos, combined with testimonials, brought an inviting warmth to their PDPs without the need for a professional shoot.

• DIY Doesn’t Mean Inferior: With affordable tools like Canva and Adobe Express, smaller teams can design polished infographics and lifestyle images in-house. Imagine a PDP for your new plant-based snack line showing a vibrant photo of the product paired with easy-to-make holiday recipes. Not only does this make the page visually engaging, but it also offers value to the shopper beyond the product itself.

By focusing on completeness, even SMBs can turn simple listings into experiences that drive both clicks and conversions.

3. Content Effectiveness: Leveraging AI to Persuade Buyers

While rich content is vital, knowing how to optimize it for different audiences is where the magic happens. At Public Label, we leverage cutting-edge AI technology to analyze how specific audience segments interpret images. Using our proprietary tool, we recreate how consumers see and engage with PDP images, factoring in variables like demographics, browsing habits, and purchase intent.

But here’s the unexpected twist: AI isn’t just for enterprise-level brands anymore. For SMBs, cost-effective AI-driven tools like Phrasee (for AI copy generation) or Vizit.AI (for visual optimization) can uncover valuable insights about what resonates with shoppers. These tools enable brands to tweak PDP elements—like emphasizing eco-friendly packaging for sustainability-minded buyers or highlighting multi-use features for budget-conscious families—without a heavy investment.

Take a smaller regional beverage brand as an example. By using AI-generated insights, we helped them identify that their target audience responded more positively to PDPs featuring bright, bold colors and eco-focused messaging. Small tweaks—like adjusting the lighting on product images and leading with “sustainable” in their bullet points—boosted conversions by 15% within weeks.

For brands with limited resources, the key is to think scalably. Focus AI efforts on your top-selling SKUs or seasonal bestsellers to maximize impact while minimizing costs.

Beyond Optimization: Educating Clients for Long-Term Success

While technology and creative strategy are essential, we also recognize that some clients face internal challenges in keeping up with rapidly evolving market demands. For smaller teams without dedicated eCommerce staff, staying ahead can feel like a constant uphill climb.

That’s why we take a hands-on approach to education. For SMBs, this often means helping them prioritize the most impactful updates—like streamlining compliance with key retailer platforms or creating templated PDP formats that are easy to replicate for future product launches. By equipping them with the right tools and techniques, we ensure their teams can thrive even with limited bandwidth.

The Bottom Line: Winning the Holiday Season and Beyond

The holidays are a high-stakes time for marketers, and your PDPs can be the difference between thriving and simply surviving. By focusing on compliance, completeness, and effectiveness—and leveraging innovative tools like audience-focused AI insights—businesses of all sizes can position their products to win.

For SMBs in the CPG space, the key is prioritizing scalable strategies that work with your resources. Whether that’s leveraging UGC, investing in affordable AI tools, or outsourcing one-time compliance updates to a trusted partner, every improvement helps you edge out the competition.

If you’re ready to take your PDPs to the next level, reach out to Public Label today. Let’s make this holiday season your most successful one yet.