Turning Browsers into Buyers: Optimising Product Pages for Conversion

In the latest session of our UX Masterclass Series, Turning Browsers into Buyers, we focused on one of the most important but often overlooked parts of the customer sales journey: The product page.

Hosted by David Norris (COO) and Jonny Pears (UX Director), the discussion revealed why user expectations are evolving so quickly - and how even small improvements to product page experience can have a dramatic impact on conversion.

Here are the key takeaways every marketer should know.

1) Why User Experience Matters More Than Ever

Driving traffic to a website without optimising the on-site experience is a wasted investment. With ecommerce competition fiercer than ever, and peak retail season just around the corner, brands can’t afford to ignore how their product pages perform.

As Jonny explained, “If your website was rated 8/10 a year ago and you’ve done nothing since, you’re now a 7/10 at best. Expectations evolve fast.”

Optimisation isn’t a luxury - it’s a multiplier for every pound you spend on paid traffic.

2) The Hidden Barriers That Kill Conversions

Even high-intent customers drop off if your product pages create friction. Common pitfalls include:

• Unclear or thin product information – An image, title, and price aren’t enough. Users want details, benefits, and bite-sized clarity that help them decide.

• Missing trust signals – Reviews, ratings, and clear delivery/returns policies build confidence instantly. Without them, shoppers look elsewhere.

• Weak visuals – One static image won’t cut it. Video, 360° views, and real-life context drive engagement and sales.

• Hidden costs – Adding delivery fees or charges late in the journey breaks trust and fuels cart abandonment.

• Unclear CTAs – “Submit” or “Add to Cart” buried at the bottom of a page creates friction. CTAs should be visible, compelling, and transparent.

• Poor mobile experience – With over 60% of traffic now mobile, inconsistent design across devices kills conversion.

3) What High-Performing Product Pages Do Differently

The best sites share common practices that remove doubt and support faster decisions:

• Transparency on pricing and delivery upfront - no surprises at checkout.

• Sticky calls to action on mobile - so the “Buy” button follows the user as they scroll.

• Rich media experiences - from unboxing videos to augmented reality try-ons, visuals matter more than ever.

• Social proof and urgency cues - star ratings, reviews, and “X left in stock” nudges build confidence and drive immediate action.

• Helpful product detail - tooltips, FAQs, and sizing guidance reduce doubt and position you as a trusted advisor.

4) Checkout Experience: Make or Break

Even after a shopper hits “Add to Cart,” the journey isn’t over. High abandonment rates often stem from:

• Forcing account creation before purchase

• Overly long or complex checkout forms

• Hidden delivery charges revealed too late

• Outdated payment gateways that add friction

Solutions include enabling guest checkout, keeping forms lean, surfacing delivery/returns policies early, and regularly reviewing your payment providers for speed, security, and cost savings.

5) Three Quick Wins for Marketers

1. Be clear and transparent – Surface all costs, delivery info, and returns policies upfront.

2. Enhance visuals and CTAs – Use richer media and clearer, mobile-friendly calls to action.

3. Optimise before peak season – With Q4 being the most competitive period, testing and improvements need to happen now, not mid-peak.

Final Word

Turning browsers into buyers isn’t about reinventing the wheel - it’s about removing friction, building trust, and meeting modern user expectations head-on. With small, focused changes, product pages can transform from underperforming touchpoints into powerful revenue drivers.

👉 If you’d like tailored recommendations for your own site, Mediaworks is offering a free UX consultation with our team. Just email mark.robinson@mediaworks.co.uk to request yours and we’ll book you in.