Most product pages lose sales for boring reasons. Here's a seven-point checklist you can run on any Shopify product page in a few minutes.
Clear title, benefit first
Start with the title and the first lines. The title should say what the product is, in plain words. Then lead with the benefit: what it does for the customer, before you list what it's made of.
| Before | After |
|---|---|
| The Everyday · Premium quality tee made from 100% linen | Linen Crew Tee · Stays cool and dry in summer heat |
Scannable, with real specs
Third, make it scannable. Break up walls of text with short paragraphs and bullet points. Fourth, include the specifics people need to decide: size, materials, dimensions, and care.
- Scan: Short paragraphs and bullets
- Specs: Size, materials, dimensions
- Care: How to wash or maintain it
Images and alt text
Fifth, images. Show the product from several angles, and in use. And write alt text for each image. It helps shoppers who use screen readers, and it helps search engines understand the picture.
- Angles: Front, back, detail
- In use: On a person or in a room
- Alt text: Describe each image in a sentence
Trust, and honest urgency
Sixth, trust. Put your shipping and returns information where shoppers can see it, and show reviews if you have them. Seventh, urgency, but only when it's true. Fake countdown timers cost you more trust than they earn.
- Trust: Shipping and returns on the page
- Proof: Reviews, if you have them
- Urgency: Only when it's real
Doing this at scale
ConvertLens runs this kind of audit on every product page. It scores each one from zero to one hundred against a conversion rulebook, then drafts before and after rewrites for the weak sections. You approve each change, and every change is logged and reversible. See ConvertLens.