If you've researched "how to improve my Shopify product page", you'll have seen plenty of advice telling you to add more. More trust badges, more copy, more upsells.
But before you add anything, take a really honest look at what's already on the page.
Every button, every line of text and every section is asking your customer to make another decision. The more decisions you give them, the harder you're making it for them to buy.
I'm Elle, Shopify and Klaviyo expert, and your go-to Ecomm BFF. I spend my days helping small business owners cut through the tech overwhelm, boost conversions and actually feel excited about running their online shop again.
Here are the five things I'd remove from almost every Shopify product page and the five things I'd add instead.
Five things to remove from your Shopify product page:
1. "Tax included" (and the currency code)
Any small line of text under your price, like "Tax included", a shipping calculator link or a currency code such as GBP or USD, can make someone stop and question what they're seeing, interrupting their buying journey. If it isn't adding value, remove it.
The pound sign is enough for most UK businesses and you don't want anyone pausing to wonder why tax wouldn't be included.
It's a tiny change, but it's one step to removing lots of tiny moments of hesitation.
Where to find it: You'll find the currency settings within your Shopify theme > settings > currency and the annoying words like 'tax included' by clicking the three dots on your theme and selecting default theme content.
2. The dynamic checkout button
You know the second button under your Add to Cart button, the bright blue Shop Pay or PayPal one? I'd switch it off.
It doesn't remove that payment method at checkout, so customers can still pay however they like, but on the product page, one button is stronger than two.
It also encourages people to add more to their basket rather than jumping straight to checkout, helping to increase your average order value.
Where to find it: you'll find this setting in your theme > product pages and in the product page template, likely near to the add to cart block
3. The quantity selector (if you don't need it)
This is one of those things most Shopify themes include by default, but how often does someone actually buy two or three of your products at once?
If you sell jewellery, artwork, ceramics or handmade gifts, probably not very often, so the quantity selector is just extra clutter. They can still change the quantity in the basket later too.
Of course, there are exceptions, like if you sell greetings cards, fabric, food, stationery or products people naturally buy multiples of. Only keep it if it's genuinely relevant to how your customers shop with you.
Where to find it: you'll find this in your theme > product pages and in the product page template, likely near to the add to cart block.
4. Long chunks of copy
If your description is a wall of text, nobody's reading it, especially on mobile. Would you scroll through and read it all yourself? Probably not.
The fix isn't to say less, but to break it down. A good Shopify product page makes information easy to scan. Pull the essentials into a short, punchy description that's actually visible, and move everything else, like materials, care instructions, dimensions and fit, into clearly labelled tabs.
You can have five, six, seven tabs. There's no limit, but just make sure each one is doing one clear job. If customers can find the answer they need within a couple of seconds, you've done your job.
Where to find it: nearly every Shopify theme has tabs as a block on the product pages, these may be called accordion rather than tabs, you can control the content inside using Metafields.
5. Anything that takes people away
Check if things like Instagram links, share buttons, links that push someone off to another page entirely are actually necessary. Every one of these is a tiny exit door off the page that's supposed to be converting your visitor into a customer.
Five things to add to your Shopify product page
Removing unnecessary clutter doesn't take long. Most of these are five-minute fixes once you know where to look. But an empty page isn't the goal either, so once it's cleaned up, here are five things worth adding back in deliberately and strategically.
1. A size guide right next to the selector
Don't bury it in a tab further down the page. Put it right next to where someone's actually choosing a size or fit, so they don't have to scroll to find it.
You can repeat it in a tab too if you want, but the first one should sit exactly where the decision is being made.
It's a small thing, but it removes one of the biggest reasons people abandon a product page, that they're not quite sure and they can't ask the question they'd ask in a shop.
2. Icons next to your key selling points
People scan before they read, so a little visual next to "free UK delivery" or "handmade in small batches" gets read far faster than the same line in plain text.
You don't need custom icons as most Shopify themes already include icons, so there's usually no need for another app. Just remember, they're there to improve clarity, not decorate the page.
3. Real customer photos or video
Nothing builds confidence quite like seeing someone else enjoying your product. So if you've got customer photos, use them near the reviews, in the gallery, wherever makes sense.
Someone tagging you on Instagram, a DM saying they loved it, a customer review with a photo attached, all of it is more persuasive than another perfectly lit studio shot, because it proves a real person bought this and was happy.
If you don't have many yet, I'd make collecting user-generated content one of your priorities this year.
4. A reason to buy from you specifically
People aren't just comparing products, they're comparing businesses. Why should they buy from you rather than somewhere else? Tell them.
- Handmade in Britain
- Designed by independent artists
- Made using sustainable materials
- Packed by hand
- Supporting a small family business
It doesn't need to be clever, it just needs to be genuine.
These little reminders help answer one of the biggest questions every customer is asking: "Is this worth it?" They also build trust at exactly the point someone is deciding whether to spend their money.
5. A "you may also like" or "frequently bought together" section
This is the one I see missing most often, and it's one of the easiest wins on your whole site. Once someone likes one of your products, there's a good chance they'll like others too.
The important thing is deciding what you're trying to achieve. If your goal is to encourage browsing, keep it simple.
If your goal is increasing your average order value, make it easy for customers to add complementary products straight to their basket. A simple 'Complete the Look', suggested bundle or 'Frequently Bought Together' section can be a really effective way of encouraging customers to add one more item before they check out.
Either way, you're helping customers discover more without making them start their search all over again.
Remember, every section needs a job to do
One of the biggest mindset shifts you can make is to stop thinking about your product page as somewhere to put information. Instead, think about what each section is there to do.
- Your images help customers picture the product in their own life.
- Your description explains why they'll love it.
- Your reviews build trust and confidence.
- Your delivery information removes uncertainty.
- Your product recommendations encourage customers to keep shopping and increase their basket value.
When every section has a clear purpose, your product page becomes much easier to navigate and much more effective at guiding customers towards a purchase.
Strip out the friction, add back in what actually earns its place, and you'll have a product page that's doing far more of the selling for you.
If you found this helpful and you'd like more practical support with Shopify and Klaviyo, I'd love to welcome you inside Ecomm BFF. You'll get access to practical training, live workshops, personalised feedback and a brilliant community of ecommerce business owners who are all working towards the same goal.
