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Structured Data on Product Detail Pages

Product Business Case

July 23, 2023

Summary

(what is the concept?)

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Add structured data on product detail pages to:

• Enrich organic search results with more information relevant to potential customers.
• Increase visibility above the fold on search engine results pages.

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Risks

(of doing AND not doing)

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If we don’t, our products will be at a competitive disadvantage for high-converting search queries.

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If we do, discrepancies between the JSON and Google Shopping feed could cause product rejections.

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Opportunity

(aligned with business goals)

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Increase qualified shoppers landing on our product pages by enabling organic search results to appear in more places with richer information.

KPIs

(that will measure success)

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Organic CTR (primary): + from 2.45% (07/23) to 2.75% for PDP URLs < 3 months.

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eCommerce CVR (secondary): + from 3.8% (07/23) to 4.1% for organic users landing on PDPs < 3 months.

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Scorecard