Shopify Product Page Design Best Practices: How to Create Pages That Convert

Introduction

One of the most important aspects of an eCommerce site is your product pages. They provide a way for customers to learn more about your products, determine if they are the right choice for them, understand your product features and see pricing. If your product pages are not designed well then you may lose customers, despite having high amounts of traffic in your Shopify store. Designing your product pages well will help customers understand the value of your products and will answer any questions. It will help build trust and make purchasing easy. Having good product images, descriptions, pricing, reviews and an Add to Cart button will all help improve how customers interact with your store.

Shopify offers a range of theme, product page templates and integrations to help make your store engaging. However, using these features well will be key to your success.

Using the right Shopify product page design best practices will help improve usability, SEO and help customers feel confident making purchases. Below we will take a look at some key strategies to help you create product pages that will convert.

1. Create Clear Product Titles

Your product title will be one of the first things people will see when looking at your product. It should clearly tell customers what you are selling. Avoid vague titles, too much description and avoid keyword stuffing. Try to use descriptive words.

For example, “Women’s Cotton Oversized T-Shirt” is a better title than “Everyday Comfort”.

A well written product title should be:

• Clear, concise and easy to understand.
• Relevant to customers.
• Specific.
• Keywords are used in a natural way.
• Follow your stores naming style.

Make sure you titles are easy to read on mobile devices. Any extra information can be included within your product description. Having clear titles will help customers understand your products and will help with your organic search.

2. Use High Quality Product Images and Video

As customers will not be able to physically see your products, using images and video will help customers understand what your product looks like, quality, size and function.

Create a product gallery to show your product from different angles.

Use:

• Main product images – Clear images showing your product in the right background.
• Multiple angles – Show your product from different sides and highlight any key features.
• Close up images – Show off the materials, texture, stitching etc.
• Lifestyle images – Show how the product can be used in real life.
• Product videos – Short videos showing how the product works and key features.

For example, a jewellery store would want to use close up images and lifestyle images to show how the necklaces/earrings look. Optimise your images by using the right size, format and compression to avoid slowing down your product pages.

3. Use Product Descriptions to Highlight Benefits

A great product description will help customers understand what your product offers and why the features will be beneficial to them. Avoid just listing the features of your product. Instead highlight how the key features will help customers. Instead of saying your backpack has multiple pockets say how it will help customers keep their laptop, papers and everyday items organised.

A good product description will include:

• A short intro on what the product does.
• Key features and why they will help customers.
• Materials, measurements, ingredients or technical information.
• Instructions on how to use.
• Compatibility information.
• Key limitations.

Keep your paragraphs short and have descriptive headings and bullet points. Avoid blowing your product up with exaggerated statements and avoid keyword stuffing. Having unique and informative product descriptions will help customers make informed decisions and will help with your general SEO.

4. Keep Pricing, Offers and Variants Clear

Customers should easily be able to see the price and variants of your product. Clearly display the price of the product near the top of the page. If there is a genuine offer then clearly display the original and discounted prices. If your product has different sizes, colours, materials or variations then make sure these are easy to understand. Using visual swatches will help customers see the colours and descriptive names will help customers understand other variations.

For example, a clothing store should have easy to understand sizes and colours. Any out of stock items should be clearly shown.

If your product has lots of technical information then consider using a comparison chart or information section. Also include information on shipping charges and other relevant costs. Having clear pricing will help customers know exactly what they are paying.

5. Create an Eye Catching Add to Cart Button

This is one of the most important buttons on your product page. The button should be easy to find, eye catching and easy to use.

Make sure you have:

• Contrast – The button should stand out from the rest of your page but follow your brand colours.
• Size – The button should be easy to click on.
• Near Purchase Info – Place it near the price, variants and quantity. This makes it easy for customers to see the key information before making a purchase.
• Confirmation – Give confirmation that the product has been added to the basket.
• Out of Stock – If the product is out of stock disable or replace the purchase buttons and clearly state why.

If you have a long product page then having a sticky Add to Cart bar may help. However, make sure it isn’t covering any important information. Avoid having too many buttons.

6. Include Customer Reviews

Customers may be unsure about purchasing from an unknown online store. Including genuine customer reviews will give more information about the quality, sizing, performance and usability of your product. Display your ratings and reviews in an easy to find place.

Useful features include:

• Genuine ratings and reviews.
• Customer testimonials.
• Customer submitted images and videos (if allowed).
• Questions and answers for the product.
• Relevant information on the customers experience.
• Use a reliable customer review integration that will work with your Shopify theme. Never fake reviews.

Improving your product information, customer support, shipping information and return policies will help improve your credibility. Including genuine social proof will help customers understand your products.

7. Optimise for Mobile

It is important that your Shopify store is optimised for mobile. Customers should be able to easily browse your products, select their desired variation and make a purchase. Despite looking great on desktop, if your buttons are difficult to click on, text is too small or your product variations are confusing then customers may struggle.

Try to:

• Use easy to read fonts and plenty of spacing.
• Ensure your product images are responsive.
• Price and purchase buttons are easy to find.
• Variation buttons are easy to use.
• Avoid any annoying popups.
• Menus and image galleries should work.
• Test your whole purchase process on real devices.

Ensure your product images, titles, prices, variations and purchase buttons are easy to find. If you have long descriptions then use expandable sections for technical information, shipping and care instructions. Don’t just focus on the design of your product page. Make sure all the functions work well. Just because your page is responsive doesn’t mean that your basket is updating, products are being selected and errors are showing.

8. Improve Page Load Times

Having slow product pages can be frustrating for customers. Improving your page performance should be a key part of your Shopify product page design. Often slow performance is due to large images, too many apps, too much JavaScript, animations and third party widgets.

Try to:

• Optimise your images. Use the right size and format.
• Remove any apps that aren’t providing enough value.
• Reduce too much scripting. Check tracking tools, widgets and any custom JavaScript.
• Avoid too much animation. Keep your interactive features useful.
• Ensure you have enough space for images and embedded content to avoid any layout shifts.
• Check your theme code and remove any unnecessary code.

Use Google PageSpeed Insights to see what issues you may be having. Prioritise improvements that will improve your page load speed, responsiveness and stability. While Shopify provides hosted solutions for images, your theme, content and integrations will impact how fast your store is. Fast pages will help customers find the information they need.

9. Have a Clear Product Layout

Product pages can often have a lot of information on them. If everything is grouped together it can be hard for customers to find the information they need. Have a clear hierarchy of information.

A good product page layout should include:

• Title and ratings.
• Images or videos.
• Price and variations.
• Add to Cart button.
• Short summary.
• Features and benefits.
• Technical information.
• Shipping, returns and warranty.
• Customer reviews and FAQs.
• Related products.

The perfect order will depend on what type of product you are selling. Technical products may need technical information at the top whereas lifestyle products may need images to stand out. Shopify themes allow you to create custom sections and content blocks to make your information easy to find. Having clear information will help with readability and will help customers compare products.

10. Add Product Recommendations

Product recommendations will help customers find complementary products. If they are relevant then they can help increase your average order value.

Cross sell – This is when you recommend complementary products. Up sell – This is when you recommend an alternative with extra features/benefits.

For example, if you sell skincare products you could recommend a moisturiser that works well with the cleanser. If you sell furniture you could recommend cushion covers that match the sofa.

To make your recommendations effective:

• Recommend relevant products.
• Keep the section focused.
• Images and prices should be accurate.
• Products should be easy to explore.
• Don’t distract customers from making a purchase.

Shopify has product recommendation features and there are apps available that will work with your store. Track your add to cart, average order value and revenue to see if your recommendations are improving your results and not slowing your site down.

11. Optimise for SEO

Optimising your product pages will help potential customers find your products via search. You want to provide useful information for customers and search engines. Start by creating unique product titles and descriptions. Make sure you include relevant keywords naturally. Avoid keyword stuffing and having the same description on multiple products.

Other key SEO tips include:

• Meta title and description – Make your meta information descriptive to show customers how relevant your product is.
• Headings – Ensure your main title and other headings are clear.
• Alt text – Add descriptive alt text to your product images.
• Internal links – Create useful internal links between products, collections and articles.
• Structured data – Adding the correct structured data for your products can help search engines understand information such as pricing. Check your theme to avoid duplication or conflicting information.
• Improve technical SEO – Check canonical tags, redirects, indexing and duplicate urls.

Having SEO friendly product pages can help with your organic visibility.

12. Include Shipping and Returns Information

Customers may be put off purchasing if they are unsure of the delivery cost, how long it will take and if they can return the product. Include relevant information on your product pages.

Include:

• Delivery time frames.
• Delivery charges and free delivery.
• Returns and exchanges.
• Refunds.
• Warranties (if applicable).
• Care and maintenance.

The information will depend on your business and product. For example, if you sell furniture you may need to include delivery and assembly information. Whereas if you sell clothes you should include sizing information and returns. Ensure your information is accurate and matches your checkout. If delivery times depend on location or stock levels then make sure you clearly explain this. Having easy to find policies will help customers understand the terms of their purchase.

13. Test and Improve

Improving your product pages is an ongoing process. Regularly testing will help you identify any issues and understand what changes to your design are helping improve your results.

Start by tracking key metrics:

• Conversion rate – Percentage of customers making a purchase.
• Add to cart rate – Percentage of customers adding to basket.
• Checkout – How many customers are moving from basket to checkout.
• Average order value – How much customers are spending on average.
• Returns – Percentage of customers returning.
• Organic search – How many impressions, clicks and rankings you are getting for relevant searches.

If customers are viewing your product pages but not adding to basket then look at your pricing, images, descriptions, stock levels and relevance to your audience. If customers are adding to basket but not checking out then look at your delivery costs, payment options and checkout. If you have enough traffic then run A/B tests to see how specific changes such as images, headlines and buttons are affecting your results. Use Shopify analytics and compatible analytics to track your performance. Make decisions based on real data. Ensure you are following any privacy requirements.

When to Use Shopify Development Services?

Shopify has a built in theme editor to help you create great looking product pages without having to code. However if you have specific requirements then using a Shopify development company can help. They can help you customise your product templates, improve mobile layouts, add customer reviews, improve performance and add advanced features.

For example, a fashion retailer may need custom sizing tools. An electronics retailer may need detailed technical information and comparison features.

They can also help keep your branding consistent across your product pages, collections and other areas of your store. Before choosing a provider check their portfolio, technical ability, scope of work, testing and post launch support. Choose a company that will focus on usability, performance, maintainability and achieving business goals.

Conclusion

Creating great Shopify product pages will involve having clear product information, high quality visuals, clear pricing, easy to use purchase buttons, mobile friendly and reliable performance. Start by helping customers understand what you are selling and why it may be relevant to them. Use accurate descriptions, genuine reviews, relevant recommendations and easy to find policies to help customers make decisions. Track customer behaviour. There is no guaranteed way to increase conversions by changing one element. It will depend on the quality of your products, pricing, audience, competition, traffic sources and overall experience. By following these Shopify product page design best practices you will create useful and trustworthy product pages to help customers make informed decisions and grow your eCommerce business.

FAQs

1. What are the most important Shopify product page design best practices?

Use high quality images, clear product descriptions, clear pricing, prominent Add to Cart buttons and optimise for mobile and fast loading.

2. How can I improve my Shopify product page conversion rate?

Improve your product information, keep purchase options simple, include genuine reviews, make shipping and returns clear and test different layouts. Track your conversion and add to cart rates.

3. Why should I use product images in my Shopify store?

Product images will help customers understand what the product looks like, what materials it is made from, size and features. Using multiple angles, close ups and relevant lifestyle images will reduce uncertainty.

4. How can SEO help my Shopify product pages?

SEO will help search engines understand and find your product pages. Using descriptive titles, unique content, optimised images, internal links and the correct structured data will help with organic visibility.

5. Should I optimise my Shopify product pages for mobile?

Yes. Optimising for mobile will help customers read your product information, select variations, view images and make a purchase.

6. Can Shopify development services help improve my product page design?

Yes. They can help you customise your design, improve functionality, improve performance, add useful apps and create a consistent experience.

7. How often should I update my Shopify product pages?

Regularly and when prices, product information, stock levels and policies change. Use analytics and customer feedback to identify any other improvements.