I've been taking a hard look lately at what actually makes people convert into a sale once they are placed on a product page on your website, and I've identified two very important things:
1. Your website needs to be fast. If it takes more than 5 seconds to load your product page from a referral, you'll probably lose the customer. 3 seconds or less seems to be optimal. This is especially true if you are paying for traffic from search engines or shopping comparison sites. If your site is slow, potential customers know they can just hit back and try the next result.
2. Adding to cart needs to be in plain view (without scrolling!). This realization actually has roots in our own mistakes. If your buyer has to scroll to the bottom of your description to add to cart, they probably won't make it. Again, this is espeically true of paid traffic. The ideal situation seems to be a button under the picture and a text link above and below the description.
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