20th May, 2025
The 15 product page mistakes most eCommerce sites are still making
By Brad Houldsworth
There are hidden conversion killers lurking in almost every eCommerce retailer's PDP's (product display pages), and without recognising these, your acquisition and retention strategies are being hampered.
This article aims to highlight the most common issues and the achievable opportunities. We provide suggestions for how to resolve each of these 15 challenges.
Here are the most common UX issues that eCommerce retailers are not solving:
94% of sites don’t make it easy for users to use “Save” or wishlist features - this should be a priority improvement. Allow customers to save without logging in.
91% of sites don’t provide 'contextual' product images, leaving customers unsure about item size - use in-scale images in-situ, so that the size (or fit) is clearly understood.
85% of sites don’t respond to negative product reviews - missing an opportunity to build trust and show accountability.
82% of sites don’t allow users to scroll through images provided in reviews - this hinders social proof and usability.
79% of sites have horizontal tab layouts on product pages - opt for vertically displayed content for better engagement.
79% of 'product review' forms request irrelevant personal info - only ask for the minimum info.
74% of sites don’t show “price per unit” for multi-quantity products - transparency on per-item pricing enables stronger conversion rate.
69% of product pages don’t offer gifting options - adding this can enhance usability and increase conversion during festive periods.
66% of pages don’t integrate social media images - use Instagram or TikTok integrations to provide lifestyle context.
65% of sites don’t define or explain technical specification labels - clarity here helps users make informed choices.
60% of sites don’t offer easily scannable spec sheets or tables - use clean UX for easier comparison.
55% of sites don’t show a “total order cost” near the buy grid - provide clarity to reduce basket abandonment.
55% of pages don’t feature images of the product with a human model - this aids in better scale perception too.
52% of product pages don’t display or link to the return policy in a visible area - visibility builds confidence.
46% of retailers don’t standardise vendor-supplied specs - ensure uniformity to avoid confusing discrepancies.
Would you like a complimentary UX audit?
Our highly experienced team can identify the largest opportunities to improve your conversion rate. Get in touch to ask for a detailed UX audit.
Data sourced from https://baymard.com/blog/current-state-ecommerce-product-page-ux
