10 Elements of the Digital Shelf – and Why they are Important for Your Online Business
- eKim Commerce
- Mar 19
- 4 min read
What Is a Digital Shelf?
The digital shelf is the virtual equivalent of a physical storefront. It's where potential buyers interact with your products online, whether they're purchasing directly from your website or learning about items available in brick-and-mortar stores. This space is often referred to as a product display page (PDP).
Imagine product detail pages as your 'virtual shelf' where you showcase your products to potential customers. Factors influencing their purchase decision include product descriptions, features, images, and pricing. Much like a physical shelf, the digital shelf is crucial for educating potential buyers about your product's benefits, sharing essential details, and ultimately closing the sale.
What are the benefits of good digital shelf content?
A well-crafted digital shelf can significantly boost your business:
Improved Conversion Rate: 85% of shoppers say detailed product information and images are crucial in deciding where to buy.
Enhanced SEO: Including SEO keywords in titles and descriptions increases discoverability.
Reduced Return Rates: 40% of shoppers have returned a product due to inaccurate information.
Better Product Presentation: Differentiates your product from competitors.
In-store sales: A digital shelf consistent with physical shelves can also drive sales in physical stores.
AI and the Digital Shelf
The growth of AI has impacted the digital shelf in 2 ways:
First it has made content creation at scale possible, meaning brands can now utilise AI to support with product content and descriptions.
Secondly, AI has changed user search behaviour - with the growth of Google 'Circle to Search' and search with image (where users' don't search using keywords but with imagery) - changing traditional methods of user search.
How can brands prepare their digital shelf for AI?
Prepare key product features -AI taking over writing your product content is real time saver, however you still need to feed AI quality briefs to get quality out! Take the time to list out key product features, URLs, key search terms to include and design a structure for your product page content - so that AI can provide effective and informative content.
Prepare your content for AI - AI search is a growing area, make sure your product detail pages contain content AI will prefer. Many users have conversational style when interacting with AI, so make sure your product pages contain Q&A sections. Also, ensure your product images have alt text and audit how AI interprets them - to ensure you will trigger when users search via images or Google's 'Circle to Search'.
Elements of the Digital Shelf
The digital shelf is divided into two main sections:
Above the Fold: The top of the page, visible without scrolling.
Below the Fold: The content accessible by scrolling down.
Tier 1: Above the Fold – Prime Placement
1.Product Title
Use SEO-rich keywords.
Keep it simple, avoiding industry jargon.
Optimal character length 70-200
Include key search terms and specific features (e.g., brand name, size, color, multipack).
2. Product Images
Prominent, high-quality images are essential.
Offer a gallery or carousel of images from multiple angles.
Consider how AI interprets your images; users increasingly search by images.
Use consistent backgrounds, lighting, and product positioning.
Include alt text with SEO keywords and key features.
3. Product Description
Write concise, SEO-rich descriptions.
Highlight key features and technical details (e.g., volume, color, region).
Break up lengthy descriptions with bullet points.
Include key product features & highlight product value – keyword rich for SEO discovery.
Use brand voice & keep product page descriptions standardised across site to facilitate comparison.
Avoid jargon.
4. Price (Minus Shipping)
Ensure competitive pricing.
Display the price prominently, using strikethrough for discounts if applicable.
Tier 2: Could Go Above or Below
These elements can be placed either above or below the fold, depending on their importance to your product:
5. Ratings & Reviews
High ratings can build trust and should be placed prominently.
Include user reviews to reinforce product credibility.
6. Unit of Measurement
Clearly indicate the product’s size, weight, or quantity.
7. Badging
Display badges for top-sellers, sustainable products, or third-party recommendations to attract attention.
Tier 3: Below the Fold – Detailed Information
8. Testimonials and Reviews
Feature longer reviews and testimonials to provide detailed customer feedback.
9. Directions or Warnings
Include comprehensive usage instructions and any necessary warnings.
10. Specifications or Ingredients
Provide detailed specifications or ingredient lists, along with charts or graphs if needed.
How to Manage & Optimize Digital Shelf Health
To maintain a robust digital shelf, follow these strategies:
Use Audit Tools: Regularly audit your digital shelf health to keep up with changes.
Update Features: Continuously update your pages with new features and trends.
Mobile-Friendly Design: Ensure your pages are mobile-friendly and responsive.
Variant Switching: Allow users to easily switch between product variants (e.g., sizes, colors) on a single page.
User-Centric Content: Design your product display pages with the end-user in mind. Provide valuable, relevant, and updated information.
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By focusing on these elements, you can create an effective digital shelf that drives conversions, reduces returns, and enhances customer satisfaction. The key is to present your products in the best possible light, leveraging SEO and high-quality visuals, while ensuring a seamless and informative shopping experience.
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