Why your product page isn’t selling: the 9 mistakes we see most in audits

Nico Bértolo · 2026-09-18

In short

  • The product page is where the purchase is decided: small mistakes here cost a lot of sales.
  • Most problems aren’t about design but information: customers can’t find what they need to decide.
  • Look at the page on your phone, on a normal connection, as if it were the first time. That’s where almost all of them show up.

In almost every audit we run, the product page is where the most sales are lost. Not because it’s ugly, but because it doesn’t answer the questions customers ask themselves before paying. These are the mistakes we see again and again.

The 9 most common mistakes

  1. The buy button disappears on mobile: When scrolling, the customer loses the button. A sticky button at the bottom fixes it.
  2. The photos don’t explain the product: White background and nothing else. Missing in-use, detail and scale shots.
  3. The benefits are buried: The copy starts with the brand story instead of what the customer gains.
  4. Reviews aren’t visible: They sit at the bottom of the page, where almost nobody gets to.
  5. Shipping and returns are a mystery: If you have to leave the page to find out, many never come back.
  6. Variants are confusing: Sizes or colours with no guide, no photo per variant or unclear names.
  7. Objections go unanswered: The typical questions about the product have no visible answer.
  8. Too many distractions: Pop-ups, banners and links that pull the customer off the buying path.
  9. The page loads slowly: Heavy images and too many apps. On mobile, every second counts.

The order that works

A converting product page usually follows the same logic: what it is and what you get, proof that it works, details that answer questions and a button always within reach. You don’t need to reinvent it, just order the information the way the customer needs it.

Quick test: show your product page to someone who doesn’t know the product for five seconds. If they can’t say what it is and why to buy it, there’s work to do.

At 5AM Labs, redesigning the product page was one of the key pieces in going from 2.5% to over 4% conversion.

A real 224 case

Frequently asked questions

What should a good product page include?

Clear benefits at the top, photos that explain the product, visible reviews, shipping and returns in view, answers to typical questions and an always-accessible buy button.

Is a long or short description better?

Just enough to answer questions. Structure is what matters: the essentials first and the detail after, for those who want it.

How many photos should a product page have?

As many as it takes to understand the product: at least one in use, one detail shot and one that shows scale.