Why are Customers Struggling to Find Product Details on Your Website?

Studies show that over 80% of online shoppers check product details before making a purchase. So what happens when that information is hard to find? It’s simple: you lose the sale. 

Keep reading as we discuss why customers might be struggling to find product details on your website and what you can do to fix it.

What Are Customers Actually Looking For?

Before we look at why some websites fail to provide clear product details, it’s important to understand what customers actually want when they visit your site.

Shoppers are typically looking for:

• Price: They want clear and up-to-date pricing information
• Product Descriptions: A detailed description of the product, including its features, dimensions, and benefits
• Specifications: Things like size, material, weight, and any other important technical details
• Images & Videos: High-quality pictures showing the product from different angles and videos that show how it works
• Customer Reviews: Honest feedback from other buyers to help them make an informed decision

These details are key in helping customers feel confident about their purchase. When they can’t find what they need, it creates doubt and frustration, which can lead them to leave your site without buying anything.

Common Problems That Make It Hard for Customers to Find Product Information

If customers are having trouble finding what they need on your site, it could be because of these common issues:

1) Poor Website Navigation

A website that’s hard to navigate is one of the quickest ways to lose customers. If your menus are cluttered, categories are unclear, or the search function doesn’t work well, customers might give up looking for the product they want and go somewhere else.

2) Vague or Incomplete Product Descriptions

If your product descriptions are too short, unclear, or missing important details, customers will find it hard to make a decision. Descriptions should include everything a customer needs to know, like size, material, colour options, and how the product works. The more information you provide, the easier it will be for customers to trust your product.

3) Inadequate Visuals

When it comes to online shopping, a good photo is essential. Poor-quality images or only one image of the product can leave customers unsure about what they’re buying. Multiple, high-quality images showing different angles, close-ups, and even a video or two can make all the difference.

4) No Customer Reviews

Customer reviews are one of the best ways to build trust. Without them, shoppers have no way of knowing whether other people have had a good experience with your product. If reviews are missing or hard to find, it could make customers hesitant to buy.

5) Slow Website Speed

If your website takes too long to load, customers will get frustrated and leave. Slow-loading pages can make it hard to access product details quickly, and nobody likes waiting around. In today’s fast-paced world, customers expect websites to be fast and responsive.

Impact of Poor Product Information

If customers can’t find the details they need, it doesn’t just annoy them—it also has a bigger impact on your business:

1) Frustrated Customers

When customers struggle to find the information they need, they might abandon their search altogether. This increases your bounce rate and means you’re losing potential sales.

2) Loss of Trust

Customers need to feel confident in what they’re buying. If your website doesn’t provide enough information, it can look unprofessional and unreliable. This can damage your brand’s reputation and reduce customer trust.

3) Lower Conversion Rates

Ultimately, if customers aren’t sure about a product, they’re less likely to buy it. Poor product details mean lower conversion rates, which directly impact your sales and revenue.

How to Make Sure Customers Can Find Product Information Easily

Now that we know what goes wrong, let’s look at how you can fix it. Here are some simple but effective ways to improve your product information:

1) Write Clear and Detailed Product Descriptions

Your product descriptions should be easy to read and informative. Focus on the product’s key features, its benefits, and any other details that will help customers make a decision. Make sure to include important info like dimensions, material, and care instructions.

2) Use High-Quality Images and Videos

Invest in high-quality images that show your product from different angles. Add videos that demonstrate how the product works or show it in use. The more visuals you provide, the easier it will be for customers to understand what they’re buying.

3) Encourage Customer Reviews

Customer reviews are essential for building trust. Make sure you allow your customers to leave reviews and ratings, and display them clearly on your product pages. Positive reviews help encourage others to make a purchase.

4) Make Navigation Easy

Your website should be simple to navigate, with clear product categories and filters that help customers find what they’re looking for quickly. A good search bar and a smooth browsing experience will keep customers engaged and make it easy for them to find what they need.

5) Optimise for Mobile Devices

A lot of online shopping happens on mobile phones, so it’s important that your website looks good and works well on smaller screens. Make sure that product details are easy to read and access on both phones and tablets.

Conclusion

When customers can’t find the product details they need, it leads to frustration, lost sales, and a lack of trust. By improving your product descriptions, visuals, reviews, and website navigation, you can create a better shopping experience and encourage more people to buy.

At Chromatix, a web design agency in Melbourne, we specialise in building websites that don’t just look good—they work hard for your business. From smart layout design to intuitive user experiences, we help ensure your customers can find exactly what they’re looking for, quickly and easily.

If you’re ready to turn your website into a high-performing digital sales tool, get in touch with our team or drop us a line below.