Conversion Rate Killers: Common Mistakes in eCommerce Google Ads Landing Pages

Page Loading Speed: Do Sloths Design Your Site?

Page loading speed might seem like a mundane technical detail. Spoiler: it’s not. If your eCommerce landing page moves at glacial pace, your chances of converting paid traffic from Google Ads head the same direction—south. According to industry data, a delay from 2.4 seconds to over 5 seconds can torpedo your conversion rates by nearly 68%.

If you relish spending big on Google Ads just to have users bounce, keep those high-res, poorly compressed images and clunky third-party scripts. Otherwise, it’s time to:

• Compress all images (use modern formats and lazy loading).

• Minify CSS, JavaScript, and HTML.

• Set up proper browser caching.

• Keep the number of redirects to an absolute minimum.

Test on mobile AND desktop. Don’t trust your agency if they claim your site is “pretty quick” without hardproof. Use Google PageSpeed Insights or GTmetrix and, if you’re not hitting green, your landing page is costing you profit—simple as that.

Google Ads Quality Score: Why It’s Not Just Your CTR

Quality Score is not just a “nice to have”—it's Google’s way of letting you know if you’re a model citizen... or a rogue spammer. Landing page experience is one of three pillars holding up your Quality Score (the others: CTR and ad relevance). A poor landing page means less visibility, higher CPC, and, frankly, Google giving your competitors a pat on the back while stomping on your ads.

Here’s where eCommerce brands go wrong:

• Sending shoppers to generic homepages or category dumps instead of relevant product or offer pages.

• Neglecting mobile usability.

• Offering a page experience that feels like a cryptic puzzle instead of a clear path to buy.

Optimise for Google AND for your visitors—those two interests are, shockingly, aligned. If your bounce rates are suspiciously high, it’s time for a proper landing page audit (check out our guide: Actionable Strategies for Optimizing Your PPC Campaigns).

Too Many Conversion Goals: Analysis Paralysis is Real

More choice = better, right? Not so much. If your Google Ads landing page is requesting signups, purchases, social shares, downloads, newsletter subs, and psychic energy all at once, don’t be shocked when conversions tank.

Stick to a single, compelling call to action per landing page. If you absolutely must offer “learn more” or “see more”, keep these secondary CTAs subtle and avoid muddying the water.

• Make your Buy, Add to Cart, or Pre-order button the unmistakable hero of your page.

• Remove distracting banners, irrelevant links, or popups that hijack decision-making.

• Every pixel should support one goal: conversion.

Cluttered Design: Are You Building a Shop or a Picasso Exhibition?

Far too many landing pages still look like a frantic Black Friday shelf—overstuffed, visually chaotic, and impossible to focus on. Your Google Ads traffic has about one second to figure out where they are, what you’re offering, and what to do next. If you blow it, bounce.

• Use whitespace generously. Let your product and key info breathe.

• Hierarchy counts: headline, benefit bullets, imagery, and primary CTA should be so obvious even a goldfish could navigate.

• Ditch rotating carousels, busy background patterns, and eye-watering gradients.

• Keep font choices respectable as well—Comic Sans is a conversion killer.

Ad/Landing Page Mismatch: Bait and Click Switch

Running ads that promise “50% off Sneakers” but dumping shoppers onto a generic footwear page with full-price boots? Congrats, you’ve just shattered trust. Google’s bots and your visitors both detest bait-and-switch.

• Write ad copy and landing page headlines that match exactly—no creative licence.

• If your ad goes to a specific product, your page had better deliver the goods, not ask shoppers to search again.

• Consistency between creative, messaging, offer, and CTA breeds trust—and trust breeds sales.

Not Enough Product Information: Mystery Doesn’t Sell

Look, your buyer can’t fondle that lovely cashmere cardigan through their screen. If your landing page fails to clearly present product features, sizing, benefits, and what makes your widget better than the next, the logical next step is “exit”.

• Use bullet points for features and main benefits.

• Include zoomable, high-quality images and demo videos.

• Address expected questions: dimensions, materials, compatibility, how-tos.

Above all, make it painfully easy for them to see why your offer solves their itch—don’t outsource the heavy lifting to their imagination.

Mobile Failures: Most of Your Traffic is Actually Tiny

Want to lose more than half your sales? Build a gorgeous desktop page and skip mobile. With most eCommerce traffic coming via mobile devices, subpar mobile UX isn’t just embarrassing—it’s expensive.

• Is your CTA sticky or persistent on mobile? If users have to scroll for years, you can kiss your conversions goodbye.

• Are buttons big enough for thumbs, not toothpicks?

• Is the checkout process so convoluted that you’re only selling to masochists?

Test every element on multiple real devices and screen sizes before you launch. Tablet users count too, believe it or not.

Visual Hierarchy: Are You Hiding Your “Buy Now” Button?

If you hide the “Add to Cart” like it’s an Easter egg, you’ll get the conversion rate you deserve.

• Place your CTA above the fold on all devices.

• Use contrasting colours (on-brand, please) so your main offer stands out.

• Repeat and reinforce—but don’t overdo it. Don’t plaster “Buy” buttons everywhere like a pop-up circus.

Take tips from brands nailing their visual hierarchy. Shoppers should never ask, “Where’s the button?”

Lack of Trust Signals: Because Everyone’s Paranoid

With online scams on the rise, it’s not paranoia if they really are out to take your credit card details. If you’re not showing trust signals on your landing page, you’re relying on blind faith.

• Feature genuine customer reviews (no stock photos from 2002).

• Display third-party security badges (SSL, payment processors).

• Showcase guarantees, hassle-free returns, and any relevant awards.

• Make your contact details easy to find (not buried twelve clicks deep in your terms).

If your target audience shops like sceptics—and they do—then you need to overdose on trust.

Unresolved Objections: Why Are Your Shoppers Leaving?

You KNOW what your shoppers are thinking. Will my order arrive on time? Is shipping extra? What’s your returns policy? If you wait until the checkout to answer, most of your potential customers have already ghosted you.

• Address common objections directly on your landing page.

• Offer real-time chat support or simple, FAQ dropdowns.

• Be upfront about shipping costs and delivery timelines.

Proactive content reduces anxiety, cuts down on pre-sale emails, and lifts your conversion rate (plus, it’s just good manners).

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Fixing Your eCommerce Landing Pages: Your Roadmap

If your Google Ads landing pages are leaking conversions like a sieve and your ad budget feels like a set donation, you know where to look first.

• Begin with page speed audits and fixes.

• Ruthlessly simplify your conversion funnel.

• Align ad copy and landing page messaging—no exceptions.

• Optimise mobile first, design for clarity, and load up on trust signals.

• If you’re not certain your landing pages tick all these boxes, check out more how-to content at our marketing blog.

You’ve paid handsomely to get shoppers to your page. Don’t let them slip away for dumb reasons you can control. Or do—but don’t be surprised if your competitors thank you for your generosity.