Shopify Marketing

17 Shopify Product Page Mistakes that Drive Customers Away

Is your Shopify product page not driving enough conversions? We know why! Here are 17 Shopify product page mistakes that drive customers away.

17 Shopify Product Page Mistakes that Drive Customers Away

At ConvertCart, we’ve worked with 100s of ecommerce stores that run on shopify. A common area for improvement in all of them is their shopify product page. These pages experience the highest drop offs and we’ve analyzed the top reasons for this problem. 

Is your ecommerce website having the same problem? 

In this article, we uncover those mistakes on your shopify product page that is driving customers away from your store. 

But first, let’s find out what customers look for in your product page.  

What do customers (actually) expect from a product page?

Modern day shoppers know exactly what they want from a product page. The sad reality is that ecommerce businesses don’t fully understand these expectations. So, here are the top things customers expect from your shopify product page. 

  • Answers to their questions

People are tired of reading generic sales pitches. Your photos of the product and content must precisely describe what the visitors can expect. Information regarding the pricing, the taxes, shipping cost, product specifications must never be missed out.

  • No distraction

Visitors aren’t looking for just information but relevant information. Numerous unnecessary pointers and sources of distraction can ultimately lead to confusion among visitors. This can also frustrate them and force them to drop off. Mentioning facts about the product that matter to them in a clear and concise manner create a more seamless experience for them.

  • Validation for their choice

When customers feel that their tastes and preferences are known by the site, they experience a sense of satisfaction. Looking at other like minded people buying from your brand or that the product has been tried and tested will instill a sense of trust in new prospects. 

  • Easy Navigation

When categories, sub-categories and labels are in place on your ecommerce site, the experience customers undergo is effortless and breezy. Psychologically, this can be termed as high cognitive ease. So if the product is great and the buying experience is easy, naturally they’re going to come back for more. 

17 most common mistakes in shopify product pages

The following are some common mistakes eCommerce businesses make and end up putting off potential customers and conversions.

1) Cluttering pages with too much content

Many ecommerce websites make the mistake of filling the page with too much content and design elements without considering other aspects of a website. 

For example, they resort to using heavy elements such as multiple videos, gifs etc., that their loading speed is compromised. This certainly affects the overall experience – 80% of customers are frustrated with pages having poor load time more than they are with a site 

that’s temporarily unavailable. 

Besides the page load time, customers just get confused and leave your site to buy from somewhere else. 

Cluttering product pages with too much content

How to solve the problem?

Compress your images before adding it to your website to maintain quality without slowing down the page

Also, avoid having too many auto-playing gifs and videos. While having 1-2 can add value in helping users understand the features and benefits of the product, having too many can slow down loading time and frustrate visitors. 

And lastly, pick a clean template that spaces things out.

2) Fewer payment options

According to a comparative study by Baymard Institute, about 7% of users abandon their carts because they didn’t find enough payment options. A common scenario is when servers are down or specific payment gateways are out of order. eCommerce stores ignore this aspect and lose potential customers because of it. 

How to solve this problem?

You never know which mode of payment suits each customer and hence, it's better to have as many as possible.  The more options you feature, the more the chances are that customers will convert their interest into a purchase. 

Pilgrim example of multiple payment options

To simplify this for you, Shopify has come up with their own payment gateway. You would need to pay a small fee but they take care of the integrations, leaving you focused more on your business and less on setting these things up. 

3) Bad copies that fails to strike a chord

Wherever we shop online, we are immediately drawn towards brands that have relatable copies. But most online stores keep things purely factual or fail to connect at a deeper emotional level, completely missing out on achieving its primary purpose – converting visitors into loyal customers. 

example of a bad copy

And when it comes to readability, ecommerce sites tend to have chunky and exhaustive paragraphs as their product descriptions which overwhelms and confuses the reader. 

How to solve the problem?

The solution is straightforward – write to a human and not a robot. Don’t be shy to show your wit and humorous side. 

One look at the Somnox website and you’ll know what a good copy can do. Talks science but in a fun way. The copy also works hard enough for people to relate to the quite common state of sleeplessness. 

Also, to make it easy for people to understand the benefits of the product, create short descriptions in the form of bullet points. 

4) Failing to harness social proof well

Most ecommerce stores do add reviews and ratings to their product pages but push them below the first fold and don’t highlight it enough. 

Another mistake they make is highlighting generic reviews – this looks made up and doesn’t resonate with the visitor. 

example of a generic product review

How to solve the problem?

Most visitors scroll through the page quickly but focus on the important aspects on the first fold. Highlight your ratings right below the description or right beside the headline and offer them an option to read those reviews. 

And avoid highlighting reviews like “Amazing product, love it very much”. Instead display a review that is longer and relates to the customer more. 

simple review vs a detailed review

Pro tip: Reviews are just scratching the surface. Top ecommerce brands leverage user generated content, certifications, sample test results and more to convince visitors to buy. 

Lust cosmetics examples of social proof

The above image on Lush Cosmetics’ website is a great example of how creative you can get with social proof. 

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5) Interrupting shoppers with gimmicky countdowns & spin-to-win games

What was once an attention-grabber is now considered distracting and even annoying. The reason – customers see how generic it is nowadays. Unfortunately, most ecommerce sites, either while starting out or when they’re in a growth phase, make the mistake of  trusting that it still engages the customer and drives more purchases. 

Similarly, many sites throw a discount popup at the user to entice them to buy the product. But all this does is distract them from the details of the item and annoy them in the process. 

Too many popups and spin to win games

How to solve the problem?

A better approach – hyper-personalized features and discounts. According to Accenture, 75% consumers are more likely to make a purchase if they come by hyper-personalization. It builds trust, enhances ease of use (since the customer feels their preferences are already known by the ecommerce brand) and naturally paves the way for sales. 

Check out how Care/of, an online store that sells vitamins and other supplements, leverages hyper-personalization to grow their business. 

Care of personalized quiz

The customers are made to take a quiz about their needs and goals and are suggested products based on the results. 

And ditch the popups – use the existing page infrastructure to pitch a discount. If not, try a Hello Bar instead, it takes up less real estate and isn’t that distracting to the visitor. 

Here’s a simple way to do it. 

example of hello bar

The bar on top let’s the visitor know that they can avail free shipping if they shop for above $75. The message is the same as any other but the way it's displayed is less annoying and compelling at the same time. 

6) Forgetting to implement comparison charts

Ecommerce stores that have multiple options for a product make the mistake of having the customers do the research – forcing them to go out the site, search for more information online and expecting them to come back and buy. This rarely happens. 

How to solve the problem?

Comparison charts instantly create an ease of experience because customers find the most relevant information they need on the same page – helping them make a decision to buy a lot faster. 

example of comparison chart

Keurig Coffee does the comparison chart bit especially well. They have a site that’s functional yet informative, and when you click on any of the coffee makers, you can instantly access a ‘brewer comparison’ along with product details, FAQs and reviews. 

7) Not being completely transparent about pricing

While ecommerce stores are quite clear and transparent about the discounts they offer, often mention taxes, shipping and packing fees—only at checkout. And shoppers drop off. 

In fact, as per Baymard, over a fifth of the US adults have abandoned their shopping stating this reason.

no transparency in pricing

While revealing such information on the product page doesn’t change the price itself, customers are more aware of what they are paying. It builds a sense of trust and visitors don't feel cheated when they’re about to checkout. 

How to solve the problem? 

Let’s take the example of Walmart. 

walmart example of transparent pricing

Apart from mentioning the product’s price, they allow the customer to view estimated shipping costs based on their location. This gives visitors a better understanding of what they’ll pay and are not taken by surprise. 

8) Missing out on the "upsell nudge"

You can either let customers pay for what they have bought and the story ends there. Or pitch an alternative with more robust features at a slightly higher price. Most online businesses cringe to do the latter as they’re afraid about going overboard trying to oversell. 

How to solve the problem?

When benefits are pitched and customer’s needs are focused on, the upsell nudge will surely pay off. 

Let’s look at an example of how ProFlowers does it.

Proflowers example of upselling

For any bouquet, they have multiple options that can be selected from, and when a visitor has selected one of them, they get to see why they are paying a price differential in the ‘Details’ section right below. 

9) “This product is out of stock”

While the reality is that you won’t have every product available throughout the season, for various reasons, just a simple out of stock message might not cut it. Online stores make this mistake and lose their customers to a competitor. 

How to solve the problem?

If you’re trying to fine-tune the ecommerce product page experience you offer, it’s a must that you use out-of-stock to your immediate advantage

Keep them hooked by asking them to join a waitlist…

example of out of stock popup

Or by suggesting other similar products…

example of a creative out of stock popup

10) Skipping the "buy now" CTA on product pages 

Many visitors just want to buy one item. But they go through the same cart page and then the checkout process as someone who is browsing for more items. 

Over 20% of the visitors drop off because of a long checkout process. Every single step added is losing you a potential customer. Having customers add to cart, navigate and then checkout can frustrate visitors who know what they want. 

How to solve the problem?

Add a simple ‘buy now’ CTA button along with other CTAs – the subliminal message you’re sending out is this: we care for your time so you get to choose what you want right away and then come back later when you feel like. It is a simple yet powerful method, try it!

The biggest ecommerce store - Amazon does it well. 

11) Forgetting to enable image zoom

Many ecommerce stores find this to be very trivial but it actually affects the shopping experience on a website, especially for senior shoppers.

And if you sell products such as clothing, customers feel insecure about the material and the color of the product when they can’t get a closer look. 

How to solve the problem?

Having a zoom feature for every product image helps the customer get a sense of how the product looks and might feel up close. This in turn helps them make a confident purchase. 

Here’s an example of a product zoom feature. 

example of image zoom feature

12) Underutilizing the product cards 

Product cards are a clean way to display a snapshot of an item that is linked in some way to similar items. However, where most ecommerce businesses fault is the way they use these product cards. They add little information about the product, not enough images of the product and clear CTAs. 

example of a bad product card

How to solve the problem?

Essentially, product cards need to be treated as importantly as the product pages itself. It’s a great infrastructure to upsell and cross sell products. 

The image below is a simple way to create your product card. 

example of product cards

One clear product, a short headline,  a one line description, the price and a simple CTA – and you have a good product card for your page. 

13) Choosing a non-responsive shopify theme 

While this is not an issue when you’re just starting out, as you keep growing, you will need to customize your site to suit the needs of a wider audience checking out your store from different devices. Unfortunately, online stores are slow to make that switch and lose out potential sales. 

responsive vs unresponsive shopify theme

How to solve the problem?

Choose a responsive Shopify theme that allows you to customize fonts, colors, and other aspects of your store and automatically takes care of the mobile and tablet view of your site – creating a friendly experience across the board. 

Have a look at Shopify’s list of responsive ecommerce website themes and choose the one that works best for your products. 

14) Running too many plugins

Ecommerce founders love Shopify for the plethora of plugins that they have in store. 

But they get too excited about it and end up having a plugin for every small thing they want to achieve. 

The result – slow website, broken links and multiple glitches. Overall, a poor shopping experience. 

How to solve the problem?

Have a look at the plugins you currently run and identify which ones slow down your website. Get your developers to hard code the feature as an alternative or find a better plugin to replace the same. 

15) Missing out on product bundling

Bundling is a great way to upsell and increase your average order value. Customers are compelled by the option of buying 2-3 products at a lower price per unit. This is an untapped region for the majority of ecommerce stores. The most common excuse is the thin spread of products.

How to solve the problem?

But bundling is still a possibility with fewer products to work with. All you need to do is analyze what is commonly purchased together or can add the most value to a potential customer and that's it. 

Here’s an example of a creative product bundling strategy by dollar shaving club. 

example of product bundling

Even though they have few products, they still bundle products that appeal to customers. 

16) Not displaying FAQs 

Online customers don’t have the liberty to reach out to someone and clear their queries about a product. 

On a website, the FAQs take care of that bit for them. While FAQs also have an SEO benefit, it can help clear a few pressing doubts about functionality, manufacturing and more. 

How to solve the problem?

Rather than dumping the FAQs on the page, having a format like the image below helps save screen space while achieving the purpose. 

dropdown menu for FAQs

17) Using a plug and play approach

Many ecommerce entrepreneurs use a one size fits all model for all of their products. If something works for product X, it's bound to work for product Y. Unfortunately, that’s not true.

Say for instance that you sell drones as well as some cool drone bags. For the latter, you might not need to demonstrate how it functions but for the drone itself you would need to do so.

In that case, the product page for the drone will require a video which would not be necessary for the bag, which needs multiple images to give a better idea of the item. 

Every product has different uses and customers require a different set of details for each of them. Understanding those differences and letting that drive each page will help to attain consistent growth in conversion rates. 

example of plug and play approach

How to solve the problem?

Try A/B testing different layouts, copies, images and other aspects and find out those handful of elements that have worked across the boards and retain them. But everything else aside, keep it as unique to each product as possible. 

Take a full site audit to see the big picture

The pointers mentioned above are all mistakes commonly made. But that’s not to say there aren’t other reasons why your conversions may be suffering. A full site audit from the ground up can help you change tracks and give your product pages a much needed refresh. 

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