10 Product Page Elements That Are Killing Your Conversion Rate (And How to Fix Them)
If you're running an eCommerce business, product pages are the heart of your website. It's where potential customers decide whether to make a purchase or abandon their cart.
In fact, the design and functionality of your product page can significantly impact your conversion rate.
Unfortunately, many online stores unknowingly sabotage their success by including elements that hinder conversions.
In this post, we’ll delve into the 10 product page elements that can harm your conversion rate and offer straightforward solutions to address them.
What is a Product Page?
A product page is the section of a website that shows individual products. It includes important information such as product details, pricing, images, availability, and size or color. A product page provides all the information a potential buyer needs to make a purchase decision.
It’s often considered the final stop in the buyer’s journey before checkout, therefore, it’s one of the most important pages on any online store.
Why are Product Pages Important?
A well-designed and optimized product page not only showcases the benefits of a product but also builds trust and credibility.
When potential customers visit your site, they expect to find clear, concise, and useful information that helps them feel confident in their purchasing decision. If the product page is confusing, hard to navigate, or poorly designed, customers are likely to leave without making a purchase.
Besides boosting conversions, a well-optimized product page can also improve your search engine ranking. Product page SEO plays a crucial role in driving organic traffic from search engines, thereby increasing the chances of reaching potential customers.
10 Product Page Elements that are Killing Your Conversion Rate
Many online stores are unaware that they are adding product page elements that can harm conversions. Let's examine 10 common mistakes and how to correct them.
Poor or unclear product descriptions
A product description should include all the details customers need to make an informed purchase decision. When a product description is vague or poorly written, customers may leave the page without making a purchase.
To improve this element, focus on creating compelling descriptions that highlight your products’ unique selling points. Use clear, easy-to-understand language and include important details such as size, material, and benefits. Additionally, you should also add customer testimonials to boost trust.
Low-quality product images
If product images are blurry, poorly lit, or too small, they can deter potential buyers. Customers want to see your product in detail before making a purchase.
To address this, ensure that your images are high-resolution, display the product from multiple angles, and include a zoom feature so customers can get a closer look.
Additionally, consider including lifestyle shots that showcase the product in use, as this helps customers envision how it will fit into their own lives.
No product videos
Product videos allow customers to see the product in action, which can help reduce uncertainty. If your product page doesn’t include a video, you might be missing out on conversions.
Therefore, consider adding product demonstration videos, unboxing videos, or tutorials to help customers gain a better understanding of the product.
Lack of clear pricing information
Ambiguous pricing or hidden fees can lead to abandoned carts and frustrated customers. Ensure your pricing is clear and straightforward.
If there are any additional costs, such as shipping or taxes, these should be communicated early on in the purchasing process.
Transparency is key when it comes to building trust and encouraging customers to complete their purchase.
Overcomplicated checkout process
A long and complicated checkout process can lead to cart abandonment. If your customers can’t easily add items to their cart and check out, they may abandon their purchase before completing it.
So, you should reduce the number of transaction steps, offer guest checkout options and make it easy for customers to review and edit their cart before finalizing the purchase.
Lack of social proof
Social proof is one of the most powerful tools available to increase conversions. If your product page lacks reviews or ratings, it may be untrustworthy to potential customers.
Encourage your existing customers to leave reviews and display these prominently on your product pages. You can also show user-generated content, such as photos of customers using the product, to help build credibility.
No SEO-optimized product page
SEO-optimized product pages are crucial for enhancing organic search visibility and driving traffic to your website.
Ensure that your product pages include targeted keywords, such as the product name, category, and relevant features.
Utilize descriptive meta tags, alt text for images, and optimize your page load speed to enhance your search engine rankings.
No clear call to action (CTA)
A call to action (CTA) is the button or link that encourages customers to take the next step, whether that’s adding a product to their cart or completing a purchase.
If your product page lacks a clear CTA or the button is hard to find, customers may be confused and leave the page.
Make sure your CTA is bold, clear, and easily accessible. Use action-oriented language such as "Buy Now," "Add to Cart," or "Shop Now."
Slow page load time
If your product page takes too long to load, visitors may leave before they even have a chance to browse.
To avoid this, optimize your product page images, eliminate unnecessary code, and utilize a content delivery network (CDN) to enhance your site's speed. Aim for a load time of three seconds or less to keep potential customers engaged.
No mobile optimization
With more people shopping on their mobile devices, it's essential to create a product page that’s fully optimized for mobile.
If your product page isn’t responsive or easy to navigate on smartphones and tablets, you’re likely losing your potential customers.
Ensure that your product page design is mobile-friendly and that all elements are easily readable and interactive on smaller screens.
Boost Your Conversions with Fether
While 10 elements mentioned above can improve your product page’s conversion rate, one powerful tool that can help maximize your efforts is Fether. Fether is a dedicated cross-sell tool designed to help boost conversions and increase your AOV.
With Fether, you can effortlessly build high-converting product pages using pre-made, sales-proven sections and templates.
The tool also offers an AI-powered product bundle builder that allows you to create frequently bought together (FBT) bundles, recommending either handpicked or automatically selected products based on order data and buyer behavior.
Whether it’s suggesting related products or offering volume discounts, Fether allows you to motivate customers to purchase more by displaying complementary items at the perfect moment.
You can easily set up flash sales, quantity breaks, and gift-with-purchase offers to increase the average cart value. At the same time, Fether’s native widgets keep customers engaged across the homepage, product pages, search results, and the shopping cart.
With Fether’s AI-driven upsell and cross-sell recommendations, you can quickly create sales-driven pages and boost your product page SEO with minimal effort.
Click here to start selling online now with Shopify
>> Don't miss:
Cross-Selling Earlier: Why Does It Matter?
Key Takeaways
If you’re struggling with low conversion rates, the problem may be one or more of the elements we’ve discussed. By enhancing product descriptions, incorporating high-quality images, optimizing your page for SEO, and refining the checkout process, you can increase conversions and improve your overall sales performance.
Pay attention to these details, and you'll be well on your way to creating a product page that drives more sales and builds trust with your customers.
FAQ
How can I improve my product page SEO?
To enhance your product page's SEO, incorporate relevant keywords into your product titles, descriptions, and meta tags.
Use descriptive alt text for images, optimize your page load time, and ensure that your content is valuable and relevant to your target audience.
Don't forget to track your SEO performance to see what's working and what needs improvement.
Why is social proof important on product pages?
Social proof, including customer reviews and user-generated content, helps establish trust and credibility.
It shows potential customers that others have purchased and enjoyed your product, which can influence their decision to make a purchase.
Positive reviews can also address concerns and provide real-life insights into the product’s quality and effectiveness.
How do I ensure my product page is mobile-friendly?
To ensure your product page is mobile-friendly, use a responsive design that adjusts to different screen sizes.
Test your page on multiple devices to make sure all elements, such as images, text, and buttons, are easily readable and clickable. Keep the mobile user experience in mind throughout the design process.
