12 Common Product Page Mistakes That Kill Conversions

You’ve got traffic flowing but low conversions, sound familiar? Assuming you have the RIGHT

someone checking out on a website product page

traffic, chances are you’re missing essential elements your visitors need to convert to buyers.

The product page is usually the last thing that separates a window shopper from a buying customer - so you need to get it right. In this article I am going to show you how to improve conversion rates by avoiding some of the common product page mistakes I see people making every day!


And even huge e-commerce sites are falling down on these points; they’re failing to optimise their product pages.


Your Product Pages are Probably Missing Key Information

Every product page has just one job – it needs to convince the visitor that the product is worth buying.


In order to get the most out of your traffic, and increase your conversions you need to ensure you don’t make the following, common product page mistakes.


1. Poor Site Speed and Navigation

Consumers are getting more impatient than ever. They’ll leave your site if it’s either too slow to load, or it’s taking them too long to find what they’re looking for.


And make sure it is optimised for mobile - it's surprising how many websites still don't think about mobile browsing.


2. Missing Delivery and Shipping Information

Clearly display your delivery information and costs - surprise costs at checkout have been proven to reduce your conversions. And If you offer free delivery then make sure you shout about it, it will increase your conversions.


3. No Customer Reviews

Get at least 5 reviews on your best sellers. Nearly 95% of customers turn to reviews when shopping online and say that reviews are the most important factor influencing their purchasing decision.

Amazon seems to be my go to store these days and before I even read the product description I look at how many review stars it has. Amazon make it really easy to see and read the reviews to help make an informed buying decision.

4. Weak Product Description

When you're looking at how to improve conversion rates you should step back and look at your product description, is it working hard enough for you?

The key to writing a compelling product description is to focus less on being descriptive, robotic, and keyword-happy, and more on writing original content that helps prospective customers imagine themselves using your products.


5. No Clear CTA Button with Contrasting Colour

Have clear, strong CTA buttons with USP's nearby. Try sticky buttons, used on the right page can help improve conversions.


The colour of your CTA button should contrast against the rest of the page. So whether you choose to use complementary colours or colours similar to the colour scheme of your page, you’ll have little trouble if there’s a high contrast.


Just changing up the colour of your CTA button could have a huge impact on your conversion rate.

Montezuma do a great job of contrasting the green ‘add to basket button’ with a bright orange background, making it really jump off the page. What I also really like is the fact it is a sticky button. As you scroll down it stays with you.

6. Poor Quality Product Shots

In order to increase your conversion rate, you should use images and videos that allow shoppers to see every single detail of your product. They should be able to view the product from different angles so that they can make sure it’s really what they want.


Consider adding 360 images or videos to enhance the customer experience.


7. Missing Brand & Service Guarantee Messages

The brand guarantee is really important and will boost conversion rates. Things like ‘Free delivery’, ‘10 year warranty’, ‘Contactless Service’.


The Humax product pages are a good example. Not only to they let you know about warranty and delivery, they also let you know what tools are required.


8. Lack of Persuasive Words

By using the right words – yes, just words – you can increase your conversion rates. Persuasive words capture your attention, imply a direct advantage and trigger a sense of gratification.


Tweak your copy on your CTA’s, copy and headlines, and try to incorporate these words in your body copy.

Free

You

You - made for you, design for you, your perfect solution

Because - because you deserve...

Instantly - Instantly get more..., instantly save...,

Now - Buy it now, Shop now, Now only

Imagine - imagine the grin you'll have when..., imagine your children's faces when you give...

Limited - limited offer

9. No FAQs section to Educate and Overcome Objections

Answering the questions you already know visitors are asking right on your product page is a great way to increase conversion rates.