Products · Intermediate

What Independent Merchants Get Wrong About Product Pages

Most underperforming product pages fail for the same handful of reasons. Here is what to fix first.

By The Community E-commerce Team · Published · 5 min read

The page answers the wrong question

A product page exists to answer "is this right for me?" Most answer "what is this?" and stop. Size, fit, material, weight, care and delivery time do more for conversion than adjectives.

One photograph is never enough

Buyers want scale and context. A product photographed alone on white tells them nothing about how big it is or how it looks in a room.

Delivery information is hidden

If a customer has to reach checkout to learn shipping cost and timing, a proportion of them will leave instead.

No reason to trust you

A returns policy in plain language, a real business address and a way to contact a human do more than a badge.

A unique title, a real description and readable URL are the minimum. Copy from the supplier catalogue is duplicated across every competitor selling the same item.

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