Great salespeople don’t fear objections—in fact, they seek them out. Online, there typically is no salesperson, and thus the product detail page has to play the role of the salesperson. The fastest path to more conversions is to proactively acknowledge that most customers have concerns! Instead of pretending that you are selling the perfect product and keeping everything 100% positive, you should consider proactively raising common objections before overcoming those same objections. The research below shows why this works and how to put it into practice.
How Sales Reps Sell
Top-performing sales reps lead with discovery. They ask questions to uncover needs and surface objections early, then address those concerns before asking for the order. In modern sales playbooks, objection handling is considered a core skill across the entire cycle—from first contact to negotiation. The goal is to reduce uncertainty and build confidence so the buyer can say yes.
What eCommerce sites can learn from good salespeople
Your product page is your silent salesperson. Without a human present, common concerns go unresolved—and shoppers bounce. Industry research on abandonment makes those worries explicit: unexpected costs, clarity around features & benefits, and general trust issues are among the top reasons shoppers abandon. The takeaway is straightforward—surface the objections and resolve them before checkout:
This approach mirrors a rep’s playbook: name the concern, respond with evidence, and ask for the close. It also keeps shoppers on your site instead of leaving to research answers elsewhere.
How DynEcom can help
Determining the most common product objections at scale can be a challenge. DynEcom’s approach is designed to mine the voice of the customer by reading reviews, Q&As, FAQs for the product in question across the web. DynEcom then prioritizes these objections and uses the same techniques to build credible strategies to overcome these objections. By leveraging user-generated content (UGC) the product content stays current and is more likely to connect directly with the customer.
DynEcom automates the discovery and resolution of objections at scale. By mining the voice of the customer—reviews, ratings, and Q&A across your site and the broader web—DynEcom identifies the specific concerns customers raise for each product. DynEcom then automatically generates objection-handling content at scale and updates it monthly.
Sources & Further Reading
Baymard Institute — Cart Abandonment Reasons (ongoing research): Top cited causes include extra costs, unclear delivery, weak returns, and lack of trust. https://baymard.com/lists/cart-abandonment-rate
Baymard Institute — Product Page UX Research: Evidence-backed guidelines for surfacing critical PDP content to reduce abandonment. https://baymard.com/research/product-page
Baymard Institute — Returns Experience Importance: Returns UX impacts retention; many sites underperform. https://baymard.com/blog/order-returns-ecommerce-ux
Hotjar (citing Baymard) — Cart Abandonment Benchmark: ~70% average abandonment across studies. https://www.hotjar.com/blog/cart-abandonment-stats/
PowerReviews — How UGC Impacts Conversion (2023 report): Interacting with UGC more than doubles conversion on average. https://www.powerreviews.com/how-ugc-impacts-conversion-2023/
Baymard Institute — Product Page UX Articles Collection: Practical patterns for surfacing specs, shipping, and returns info on the PDP. https://baymard.com/blog/collections/product-page
Salesforce — Objection Handling Basics: Why surfacing and resolving objections is central to closing deals. https://www.salesforce.com/blog/6-techniques-for-effective-objection-handling-blog/
HubSpot — Common Sales Objections & Responses: Modern sales methodology emphasizes early objection discovery and resolution. https://blog.hubspot.com/sales/handling-common-sales-objections
Maze — Voice of Customer Strategy Overview: How to systematize capturing reviews/feedback to inform product content. https://maze.co/collections/customer-experience/voice-of-customer/
MetricsCart — VoC in E‑Commerce: Using reviews and ratings as structured inputs for product and content improvements. https://metricscart.com/insights/voice-of-the-customer/
Academic/Industry — Transparency & Trust: Evidence that transparent marketing increases consumer trust (various reviews and studies). https://acr-journal.com/article/consumer-trust-in-digital-brands-the-role-of-transparency-and-ethical-marketing-882/