Three product page mistakes to avoid!
You’ve spent time perfecting your ads, making sure your copy is perfect.
You're confident in your landing pages, and yet you're still not seeing the sales that you want.
If you see a big drop-off just before consumers should be adding to their cart, you might be committing one of these mistakes.
1. No Review or Negative Reviews
No review is just as bad as negative reviews.
No one wants to be the first person to try a brand new product, especially in this Beklina example where the shoe comes with a hefty $343.00 price tag.
The other big mistake we see is brands auto-populating their reviews using an app without any type of screening in place.
This means that if someone leaves a negative review, it will show up on your website.
Before you set your review tool live, ensure that you have some type of screening in place.
If you don’t have reviews on your product yet, leave the review bar out and add in once you do.
You can also entice your customers to leave reviews using a post-purchase email flow and potentially offering a small discount for an honest review.
2. Confusing Funnels & Prices
When your products/services are on sale, include the original price but cross it out with the new discounted price.
This is also a great area to promote a subscription offer just below.
These are simple ways to increase your revenue.
Even as an educated consumer, this product page from UGMONK had us confused.
There’s one price for the main product, plus a separate price for an add-on that you must buy with a subscription option. 🥴
The solution: group the main product + the addition you must purchase into one product with one price.
You can then offer a subscription below.
Messy product pages lead to confused consumers, and confused consumers don't make purchases.
3. Non-descriptive, misplaced or non-existent product descriptions
Not having a strong description or no description at all can lead to a major drop-off in sales. Your description should tell users about the product while also highlighting your key features and benefits.
Remind consumers what makes you stand out from your competitors to ensure you close the sale. In this example from Hint, there’s no description beside the product. Instead, it’s at the very bottom of the page.
If we had to hunt for it, consumers are definitely missing it.
Ensure your strong product description falls right around your CTA.