Shopify product page checklist: what to get right first

The product page is where a shopper decides. Everything before it brings them there; everything after it is checkout. So it pays to look at the page the way a shopper does on a phone, from the top down, one part at a time, and to know which parts come first.

Illustrative example

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• Must have
• Should have
• Could have

1. 1Product imagesA gallery to swipe through
2. 2Name and priceA reduced price clearly marked
3. 3ReviewsThe stars by the name
4. 4VariantsColours and sizes, stock shown
5. 5Size guideNext to the sizes
6. 6Add to cartOne clear button
7. 7Shipping and returnsReassurance by the button
8. 8Product detailsSpecs and care, in sections
9. 9RecommendationsMore to browse

Must have: the page doesn’t work without these

• Product images. A gallery a shopper can swipe through, showing the product from every side that matters.
• Name and price. What the product is and what it costs, right under the images. If the price is reduced, show both prices so the saving is clear.
• Variants. Colours and sizes a shopper can pick on the page, with what’s out of stock shown before they choose it.
• Add to cart. One clear button, with nothing else on the page that looks like it.
• Product details. What it’s made of, how to care for it, the specifications: in short sections a shopper can open, not one long block of text.

Should have: these answer the questions that stop a purchase

• Reviews. The stars by the product name, and the reviews themselves further down the page.
• Shipping and returns. What delivery costs, how long it takes and how returns work, next to the button, where the doubt comes up.

Could have: useful once the basics are right

• A size guide. Next to the sizes, where a shopper is choosing, not in the footer.
• Recommendations. Related products at the bottom of the page, so a shopper who isn’t sure keeps browsing instead of leaving.

How to work through the list

Start at the top of the page and with the must-haves: a gap there costs every visitor who reaches the page. Then look at the questions shoppers ask before they buy, in your reviews, your support inbox and your returns, and let them decide which should-haves come next.

Change one part at a time and test it against the original, so you know what made the difference. Our guide to A/B testing on Shopify covers how to split traffic and how long to run a test.

Where HI Engine fits

HI Engine works through the same parts on your own store. Every idea names the page it changes and is sized in $/month; one example we show is “Make fit guidance easier to find,” for shoppers unsure about sizing. HI writes the theme code, runs Shopify Theme Check and publishes to a draft theme. Nothing goes live without your approval, and every fix runs as an experiment against the original.

To see what it finds on yours, the free audit gives you three conversion rate optimization ideas for your store, grounded in a real mobile walk of your homepage, collection, product page and cart.