Shopify Product Page Conversion Checklist
Published
The product page is where most buying decisions are made, and it is usually where the easiest improvements are. Use this checklist on your best-selling product first, on a phone, because that is how most shoppers will see it.
Above the fold
Without scrolling, a visitor should be able to see:
- what the product is
- what it looks like
- what it costs
- how to buy it
If the add-to-cart button is below three screens of content on mobile, that is the first thing to fix.
Title and price
- Is the title plain and specific, rather than clever?
- Is the price obvious, with any discount shown clearly and honestly?
- If the price changes with the variant, does it update when a different option is selected?
Images
- Is there more than one, and do they show scale, detail and the product in use?
- Do they load quickly and zoom properly on a phone?
- When a shopper picks a color or style, does the image change to match?
Variant selection
- Are the options easy to tap, with the selected one clearly marked?
- Are sold-out options shown as unavailable instead of failing at the cart?
- If sizing matters, is there a size guide close to the selector?
Description
A good description answers the questions that would otherwise stop the purchase. Lead with what the product does for the buyer, then give the specifications. Short paragraphs and bullet points work better than one block of text. Check that the details are accurate; nothing costs more trust than a description that does not match what arrives.
Delivery, returns and reassurance
Shoppers look for these before they commit.
- Is the delivery cost and time stated on the page, or at least linked from it? Unexpected costs at checkout are one of the most common reasons carts are abandoned.
- Is the returns policy easy to find and written in plain language?
- Are the payment options visible?
Reviews and proof
If you have genuine reviews, show them on the product page. If you do not have them yet, do not invent them. Clear photos, accurate details and a visible policy do more than a fabricated rating ever will.
Distractions
Pop-ups, banners, chat widgets and cross-sell carousels all compete with the buy button. Each one should earn its place. Remove one, watch the numbers and decide.
Speed
A slow page loses visitors before they see any of the above. Large images and leftover code from uninstalled apps are the usual causes, and both can be fixed in the theme.
Then measure
Change one thing, note the date and compare conversion before and after. If you have enough traffic, run a proper A/B test. If you do not, a careful before-and-after comparison is still better than guessing. Looking at these numbers on a fixed day is easier when it is part of a weekly operations routine.
For help finding and fixing the biggest drop-off points across your store, see our Shopify CRO service.