If you're getting traffic to your Shopify store, whether that's from paid ads, SEO, social media or a nice mix of all three, but people just aren't adding to basket, I want to save you some time and money.
More visitors usually isn't the fix. You first need to convince the visitors you already have. If your conversion rate is low, the problem is often sitting on your website and, more specifically, on your product page. That's where the sale actually happens. It's where someone decides whether to buy from you or click away.
I'm Elle, Shopify and Klaviyo expert, and your go-to ecommerde big sis! 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.
Recently, I ran a workshop for my Ecomm BFF members all about Shopify product pages and what actually helps turn browsers into buyers. Here are some of the biggest takeaways, so you can start improving your own product pages today.
Your product page is doing way more than you think
Most customers used to land on a homepage first, but today someone is just as likely to discover one of your products through Google Shopping, Pinterest, Instagram or an advert and land straight on the product page instead.
That means your product page has to do the job of your homepage, your About page and your salesperson, all at once.
Think about the customer journey we all imagine:
Homepage → Collection page → Product page → Checkout
Nice and tidy. Except that's rarely what happens.
The real customer journey is much messier. Someone might discover you on Instagram, land straight on a product page, click through to a few more products, check your delivery page, leave, then come back a few days later through Google.
It's not a linear journey, and plenty of people will never see your homepage at all.
So if you're designing your product pages assuming people already know who you are and why they should trust you, you're going to lose them.
What's actually going through a customer's mind
Whether they realise it or not, every customer is asking themselves the same questions when they land on your product page.
- Is this for me? Is this the right brand, the right product, the right vibe?
- Can I trust this? Is this a genuine small business? Am I safe to buy here?
- Is it worth it? Especially if you sell anything over about £100, people need help justifying the spend, even if the price is completely fair.
Your product page's job is to answer all three questions without the customer ever having to ask you directly.
The five areas that turn clicks into customers
Here's where I'd focus your energy first.
1. Images that sell
Your image gallery is the very first thing someone sees, especially on mobile. It matters more than almost anything else on the page.
Great product photography should help customers answer the questions they can't ask in person.
That means including:
- Big, clear, consistent imagery - pick one aspect ratio and stick to it across every image and thumbnail
- Multiple angles - inside, close-up, in use, whatever makes sense for what you sell
- A mix of polished and real - professional shots alongside candid, real-life or customer imagery
- A little video, if it helps - even a couple of seconds showing scale or movement can do more than a paragraph of description ever could
Brands like Passenger and RXO do this really well, using video to show what actually fits inside a bag, alongside a consistent image gallery and a mix of studio and lifestyle photography. Monica Vinader and TB&Co are also great examples of showing every angle a customer might want to see before they buy.
2. The buy box
This is the section around your Add to Cart button, and it's probably the most important area on the whole page.
Include:
- A clear product name (nothing clever, nothing too long)
- A visible price, right under the name
- Clickable variant buttons or colour swatches (never make someone use a dropdown on mobile)
- A size guide close to where they're actually choosing a size
- One clear call to action: add to cart, add to bag, add to basket
Brands like Mori and Piglet in Bed do this really cleanly with visual swatches, a size guide right next to the selector, and one obvious button.
3. Product copy that gives them a reason
This is where you tell people why they should buy from you, specifically. Your USPs, your values, your process - the things that make you, you.
- Lead with benefits, not just features
- Keep copy skimmable (short paragraphs, broken into tabs rather than one long scroll)
- Use icons for quick scanning (they help people take in information faster than plain text)
- Don't be afraid to repeat things across every product page, as most people are only ever seeing it once.
One thing I'd gently push back on: if you're tempted to call a section "why we love it," reframe it. It's not about why you love your product. It's about why they're going to love it.
The best product descriptions help people imagine owning the product before they've bought it.
4. Trust signals
Trust isn't one section at the bottom. It's something you build throughout the page.
A review app is an absolute must-have. Reviews are often one of the very first things people look for, sometimes before they've even scrolled through the photos. Show your star rating near the product title and the full review widget further down the page (never hide it in a tab).
Everyone starts with zero reviews, but the only way to get them is to start asking.
Real customer photos and videos are also incredibly powerful and often even more persuasive than professional photography.
Make sure your delivery and returns information is easy to find too. Even if you don't offer free returns, being upfront about the process builds trust.
5. Product recommendations
This is the bit I see missing most often, and it's one of the easiest wins on your whole site (especially for growing your average order value).
There are two separate goals here, so decide which one you're solving for before you add anything:
-
Increasing browsing with sections like "You May Also Like" or "Customers Also Viewed". These help keep people exploring your website, so there's no need for an Add to Cart button.
- Increasing average order value with "frequently bought together," "complete the look," bundles, volume discounts. This should have a clear add-to-basket option, because the goal is getting them to buy more, right now.
John Lewis is a masterclass in this, with "Customers Also Bought", "Complete the Outfit" and one-click bundle add-ons. You don't need to copy all of it, but pick one or two that make sense for what you sell.
Give your product pages a quick audit
Go and spend ten minutes looking through one of your own product pages and ask yourself:
- Is there too much information to digest, or not nearly enough?
- Is the price easy to see without scrolling or squinting?
- Can I quickly find size, colour or material info?
- Can I find delivery info without leaving the page?
- Is it obvious and easy to add to cart?
- Have I actually shown why my product is worth buying?
- Am I making it easy to browse or buy more?
You don't need to redesign your whole website overnight. Start with one product page and work through these questions. If the answer to any of them is "not really", that's exactly where I'd start.
Small improvements soon add up, and making your product pages easier to shop is one of the quickest ways to improve your conversion rate.
