Your long PDP isn't the problem. It’s the key.

❌ “No One Sees Your Long-Form PDP” - Not So Fast.

A tweet recently made the rounds in the DTC world: “Nobody scrolls. Everyone clicks images. Mobile users never make it past section two. Long-form PDP? Nobody sees it.”

It’s a common claim.

And to be honest: I get the idea behind it.

Most users do bounce quickly. You should optimize your image carousel, your buy box, your image quality, your offer & add-to-cart clarity… no argument there.

But here’s the mistake that’s being ignored with that sentiment:

Just because most people bounce doesn’t mean your buyers bounce.

And when you optimize your PDP, you’re not optimizing for everyone.

You’re optimizing for the few people who are actually there to buy.

So... Are Buyers Actually Scrolling? 🤔

Over the last week, I analyzed data from 15 DTC brands (7–9 figures in revenue), spanning:

• Pets

• Swimwear

• Apparel

• Food & Bev

• Household goods

• ...and more.

I looked specifically at mobile behavior across top product pages. And I used Microsoft Clarity’s scroll data to evaluate how far users were getting down the page.

Most importantly, I segmented them by behavior:

• All visitors

• Visitors who added to cart

• Low-intent sessions

• High-intent sessions

Here’s what the data showed across the board at the 50% scroll depth:

Let’s pause there and reflect on what that means.

• 1 in 5 of all visitors scroll halfway down the page.

• 1 in 4 of add-to-cart visitors do.

• And high-intent users? 25.5% are deeply engaged.

You’re telling me those people don’t deserve detailed, top-notch content? C’mon now.

Your PDP Is Not Just a Checkout Gateway

Yes, optimize the top of the page. Make the CTA stand out, add social proof, be clear with your copy. But don’t ignore the rest of the page.

The rest of the page is where your buyers get clarity.
It’s where they gain confidence.
It’s where they dream about what they’re about to buy.

Because here’s the thing: most DTC sites convert at ~2%…

So when 25% of your visitors scroll halfway down, they’re your 2%.

Cutting content and minimizing the shopping experience to race people to checkout won’t improve your conversion rate. It’ll likely hurt it.

Shopping Isn’t Always Linear, and That’s a Good Thing 💙 

Think about the last time you wandered around a well-designed store…

Maybe you weren’t planning to buy anything.
Maybe you didn’t grab something from the first display you saw.
But something deeper in the store caught your eye... and sold you.

That’s the experience your PDP should recreate.

It’s not just about speed.
It’s about joy, confidence, and self-persuasion.

| Great PDPs give people permission to believe.

That belief doesn’t come from 3 bullet points and a trust badge. It comes from great copy, great visuals, compelling storytelling, clarity around product use, clear sizing or ‘how-to’ guidance, answers to anticipated objections, and discovery around every corner.

Bottom Line: Don’t Optimize for Everyone

You don’t have a 20% conversion rate.
So why would you optimize for the 80% who don’t buy…?

Optimize for the ones who are ready (or at least interested).
The ones who scroll.
The ones who stay.

Because when someone’s ready to hand over their hard-earned cash:
- they want to feel excited.
- they want to feel confident.
- they want to know all the good things.

Let your PDP be the page that gives them all of that… from top to bottom!

This stuff isn’t as flashy as a bold progress bar test or a shiny new widget. It’s deeper. It’s the work behind the work: the kind that shifts how people feel while shopping, not just how fast they click “Buy Now.” But once you see the patterns (and the data) clearly, it becomes obvious: the bottom half of your PDP isn’t wasted space. It’s where confidence is built.

If you want a partner who’s already thinking this way, and who brings this level of depth to every test, every strategy, and every page, reply to this email or grab a spot on my calendar.

And if this helped shift your perspective, I’d be so grateful if you shared it or passed it along to someone else who needs to hear it. Here’s the link to subscribe: https://conversioncurrent.beehiiv.com

More soon,

Kanika