The product page is where the buying decision is made. These are the eleven issues we find most often, ranked roughly by how much revenue they cost.
1. Slow first load on mobile
Every additional second past two seconds measurably reduces add-to-cart rate. Compress imagery, defer third-party apps, and remove unused theme scripts.
2. No clear promise above the fold
Name the outcome, not the feature. The buyer should know what changes for them within three seconds.
3. Too few images, no context shots
Six to nine images: product, scale, detail, in-use, packaging. Missing context shots create returns as well as hesitation.
4. Reviews buried below the fold
Put star rating and count next to the title, and a photo review within the first scroll.
5. Shipping and returns hidden
State delivery windows and the return window on the page. Unanswered logistics questions are silent exits.
6. Weak variant UX
Swatches, not dropdowns. Show out-of-stock states clearly rather than failing at checkout.
7. Add to Cart that scrolls away
Use a sticky mobile bar with price and CTA.
8. Description written for the brand, not the buyer
Lead with objections: sizing, materials, care, compatibility.
9. No sizing or specification confidence
A real size guide with measurements reduces both hesitation and returns.
10. Fake urgency
Countdown timers that reset destroy trust with returning visitors. Use real stock and real cut-off times.
11. No next step for the undecided
Offer a low-commitment action: save for later, ask a question, join for restock. Not every visitor is ready today.