Common CRO Mistakes on Product Pages

So your website is up and running. So are your paid ads. And yet, you’re not converting? Customers visit your website but seem to abandon their carts. If all external factors, like paid ads and site build, are okay, it’s time to look at CRO (Conversion Rate Optimisation) to improve User Experience (UX). And your product pages have a huge role to play in conversions. 

Product pages are the final touchpoint before users check out. You need to make sure that you’re sending the right trust signals. Your product pages, just like the rest of the website, need to convey trust, reliability and authority. 

Here are some of the common mistakes you may be making when it comes to your product pages and how CRO techniques can fix them!

1. Photos

A website needs more than a solid build and technical SEO foundation. Visuals matter! Both for brand representation and for showcasing your products or services. 

High-quality photos are crucial for Conversion Rate Optimisation and user experience because they visually communicate the value of a product and establish credibility. 

Clear, detailed images help users make informed purchasing decisions by providing a closer look at features, textures, and colours. Not to mention, they enhance the overall aesthetic and appeal of a website, increasing user engagement and trust. This can directly influence conversion rates by boosting buyer confidence.

2. Trust Signals

Trust signals are elements on a website that give visitors confidence in the security, reliability, and legitimacy of the business. 

These include:

  • SSL certificates
  • Privacy policies
  • Trust badges from recognised security companies like McAfee
  • Clear returns and shipping policies 
  • User-generated reviews and ratings 
  • Easily visible and verifiable contact information

Include genuine customer testimonials and reply to your negative reviews, trying to resolve the issues. This clearly articulates your value proposition and customer service, which proves to users and search engines that your business is legitimate and reliable.

3. Payment icons and Transparent Pricing

Displaying payment icons and maintaining transparent pricing on product pages are critical strategies for enhancing user experience. 

Payment icons signal the variety of payment methods accepted, reassuring customers that the transaction process will be convenient and secure. They can find their preferred payment options like cards, coupons or Buy-Now-Pay-Later Options. 

Transparent pricing, including all costs like shipping and taxes upfront, builds trust by eliminating surprises at checkout. Added costs at checkout can often lead to cart abandonment. 

4. No Inclusion of Cross-Selling or Upselling

Cross-selling involves suggesting related or complementary products to a customer based on their current selection. For example, showing a phone case or headphones on a smartphone product page.

Upselling encourages customers to purchase a higher-end or upgraded version of the product they are considering. For instance, recommending a laptop with higher specs and features when a customer is viewing a base model.

Enhancing Trust Through Strategic Placement

  • Contextual Placement: 

Positioning cross-sells and upsells contextually within the shopping journey can reassure customers that you understand their needs and are providing them with relevant options that add value.

  • Quality Recommendations: 

By recommending products that genuinely enhance the customer’s choice or provide useful additions, businesses can build trust and credibility. The key is to ensure that these recommendations are perceived as helpful, not pushy.

  • Transparent Pricing: 

Clearly displaying the cost of additional products and explaining any savings or benefits from the bundle offers (like “save 10% when bought together”) can enhance trust by ensuring there are no hidden surprises.

  • Detailed Descriptions: 

Providing thorough information about the additional products helps customers make informed decisions, increasing the amount of information and reducing buyer’s remorse.

5. Complex Navigation and Layout

Complex navigation and cluttered layouts can frustrate users, leading them to perceive the website as less reliable and more difficult to use. Websites that require excessive clicks to find products or confusing menus that hide important information can alienate customers. 

A straightforward, intuitive navigation structure helps visitors find what they’re looking for quickly and effortlessly, thereby enhancing trust and satisfaction.

Not Mobile Friendly

Mobile users expect fast, accessible, and efficient browsing from any device. A non-responsive website can lead to difficulties in navigation, improperly displayed content, and slow page load times, all of which harm the user’s journey. Google also prioritises mobile-friendly websites in search results, so lacking in this area can decrease both visibility and user trust.

Consider having a consistent layout between all versions of the site – desktop, mobile and tablet.

6. Product Page Copy 

There are a few different ways in which product descriptions can help with CRO. 

Product Features 

It’s possible that a customer lands on your page through an organic search or a paid ad. But it’s entirely possible that they do not buy the product because they don’t know enough about it. 

In the world of online shopping, it is crucial to stand out. Even if you’re selling a product that can be found easily, each brand has something new that they bring to the table. This is your USP. Your product description should talk about these features and benefits. Focus on why your product (or service) has an edge over the competition. Learn from your positive and negative customer testimonials. 

Poor-Quality Images and Videos 

Using low-quality, non-zoomable images or lacking video content can drastically reduce customer engagement and trust.

On-page copy can definitely help with this, but pictures, dimensions, 3-D designs can do wonders to show a customer what your product is actually like.

Inadequate Product Descriptions 

Failing to provide detailed and informative descriptions that answer potential customer questions can lead to higher bounce rates and lower conversions. It’s not only users who are looking for this information. Google’s Helpful Content Update also emphasises websites having detailed, user-friendly and accurate content.

And don’t forget a persuasive call-to-action!

7. Social Proof and Customer Reviews

Customer reviews serve as powerful trust signals, providing potential buyers with unbiased insights into the quality and performance of a product or service from those who have already made a purchase. 

Reviews help reduce buyer hesitation by showcasing real-life experiences and satisfaction levels, directly influencing decision-making processes. By incorporating a feedback system, businesses can enhance transparency, foster community, and increase engagement. They may also help you answer FAQs from people who have used your product or service. 

Together, these elements make customers feel more comfortable and confident in completing their purchases, ultimately boosting conversion rates.

Why wait? Get in touch with us today for a free site review. 

Shubhangi is the Lead Copywriter at Reform Digital. She writes for e-commerce brands and helps them find their voice in the middle of thousands of search engine results. She is the editorial mum of the Reform team, and brings her varied background in SEO and UX copywriting to the job. She is dedicated to developing her team's skills and giving out constant TV/movie recommendations.

Before she started writing for the SERP gods, Shubhangi worked in corporate communications and dabbled in technical writing. She completed her masters in Communications and Media Studies, and holds a bachelor's degree in English and Sociology. When she isn't writing or editing, she can be found soaking up the sun with a book or a Su Doku in hand.

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Common CRO Mistakes on Product Pages

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