Selling Online · Listings
The Product Page Checklist: Nine Things That Turn Visitors Into Orders
Most product pages lose sales for the same few reasons: unclear photos, missing details and surprises at checkout. Work through these nine before you spend more on traffic.
- (Author)
- Leila Haddad
- (Published)
- (Reading)
- 2 min
- (Section)
- Selling Online
In this guide 9 sections
Sending more visitors to a product page that does not convert is an expensive way to learn it does not convert. Before you spend more on ads or promotion, check each page against this list. Most fixes take an afternoon.
1. A title that says what it is
Lead with the product type and the detail buyers search for: size, material or model. Save the clever name for later in the title or the description.
2. Photos that answer questions
Include a clean main image, close-ups of the details people care about, a photo that shows scale, and one of the product in use. Write descriptive alt text for each; the W3C's guidance on images is a good reference.
3. Measurements and specifications
List dimensions, weight, materials and compatibility in a scannable table. "Smaller than expected" is one of the most common return reasons, and our returns guide explains why that matters.
4. The price, and the total
Show delivery cost or a free-shipping threshold on the product page, not just at checkout. Surprise costs at the last step are a well-known cause of abandoned carts.
5. Delivery time
Say when it will arrive, not just when it will ship. A clear cut-off time helps.
6. The returns policy, in one line
A short summary with a link to the full policy reassures first-time buyers.
7. Real reviews
Show genuine reviews, including imperfect ones. Ask customers for reviews after delivery, and never write or buy fake ones.
8. A description that sells the use, not just the features
Explain who it is for and what problem it solves, then list the features. Keep paragraphs short.
9. Structured data
Mark up price, availability and reviews so search engines can show them. Google documents the product structured data it supports.
Every question a buyer has to email you about is a sale that waited, or didn't happen.
Once the page is right, pricing is the next lever: see how to price a product for online sale, and if you are deciding where to list it, own store or marketplace.
