The average bounce rate on e-commerce websites remains at 45 per cent. Put simply, almost one in two users leaves the site without making a purchase, according to experts at HLTS Co Ltd. Yet the company has already paid for this ‘fruitless visit’ - through advertising, SEO and social media.

On the other hand, users who use the site’s search function are two to three times more likely to make a purchase than others. The reason is simple: today’s shopper no longer spends time browsing endless catalogues. They want to know straight away whether a product is right for them or not.

Even if a user employs one of the AI assistants to search, the final decision is almost always made on the product page - the product listing. It is here that an abstract choice is transformed into a specific product - complete with a price, visuals and the ‘pros’ and ‘cons’.

The question is exactly how the buyer makes this decision - and why most product pages fail to meet this challenge. HLTS Co Ltd explores how this mechanism works in practice.

In fact, there is a mini ‘attention funnel’ within the product page itself. And if it doesn’t grab their attention within the first few seconds, it no longer matters what else is included further down the product listing.

Modern shoppers scan a page in the same way they scan a social media feed. Their attention is focused on a few key points - the headline, the main image, the price, the first few lines of the description, and the reviews. This is where the initial decision is made: to stay or to close the tab.

On the other hand, product pages are often structured according to the internal logic of a ‘product story’, as a linear text that needs to be ‘read to the end’. And these two approaches often do not align.

Just a few years ago, most online shops competed on the basis of photographs, discounts and product descriptions. Today, that is no longer enough. Algorithms have spoilt users, and personalisation has become an essential part of marketing: one customer wants to see technical specifications and model comparisons, whilst another wants a short video, reviews and an answer to the question ‘will this work for me in real life?’.

One of the main problems with product pages in e-commerce is that sellers often confuse product attributes (size, colour, material) with the product description, according to experts at HLTS dropshipping company. The former relates to search, filtering and algorithms. The product description, on the other hand, is aimed at the buyer – it motivates them to make a purchase. And if the description duplicates the attributes, the first task is addressed twice, whilst the second is not addressed at all.

Suppliers describe the same product in different ways: ‘55 inches’, ‘55-inch’, ‘139 cm’. One specifies ‘100% cotton’, another ‘cotton blend’, whilst a third simply uses the brand name of the material. Formally, this is all the same thing, but at the data level, they are different languages.

An online shop collects these descriptions in a single catalogue and attempts to incorporate them into the Product Page as they stand. As a result, a single page features different formats, different units of measurement and different ways of describing the same product, according to experts at HLTS company.

The customer thinks differently. They aren’t looking for ‘memory foam’ – they’re looking for a comfortable mattress. They don’t think about ‘noise cancelling’; they don’t understand what ‘IP68 water resistance’ means or what ‘long battery life’ actually entails.

And the problem arises when a shop transposes the supplier’s language directly onto the product page. The user is then faced with a list of specifications that still need to be interpreted.

By 2026, AI tools will automate a significant portion of the work involved in creating product pages: they will extract attributes from supplier data, standardise the information, and adapt the text for different user groups.

That said, it is still too early to talk of full automation. Primarily because AI cannot verify the accuracy of data. If a supplier provides inaccurate information or if it changes, the AI will amplify the error. Humans, on the other hand, still have a better understanding of the emotions, doubts and psychology of the buyer and the purchasing process.

Over 60 per cent of e-commerce purchases are now made via smartphones. However, most product pages are still created and tested on desktop computers, whilst mobile users see a completely different page, according to experts at HLTS Co Ltd.

A mobile product page is a distinct format with its own logic of attention. The main image takes up almost the entire screen, the headline is often cut off, and the price, reviews and the first few lines of the description fall below the first screen.

Users habitually scan the page in a matter of seconds, trying to answer three questions: what is it, is it right for me, and can I trust it? If the mobile version doesn’t provide an answer straight away, they simply close the tab. This is precisely why sticky elements - fixed filters and navigation elements that remain in the user’s field of view whilst scrolling - are increasingly being used in mobile commerce.

Users are no longer willing to spend time reading lengthy descriptions, comparing dozens of tabs or trying to decipher product specifications on their own, according to experts at HLTS. They expect the page to help them quickly grasp the key point: whether this product is right for them or not.

Today, a ‘high-converting’ Product Page is not just a standard ‘product page’, but a decision-making interface – a place where customers compare data, evaluate visual content, study reviews and recommendations, and gauge their emotional response.

HLTS dropshipping helps you set up your e-commerce and dropshipping business professionally: it analyses the market, vetting suppliers and organising deliveries without intermediaries. A good product page begins before the first line of the description is even written - with the right choice of product and a reliable supplier.