Advertising sends people to one place: your product page. If that page is weak, every click you pay for is partly wasted. Many stores spend months improving their ads when the real problem sits one click later, on a page that does not answer a shopper’s questions.
Use this checklist before you run ads, and again whenever sales slow down. It has twenty checks in five groups. Give yourself one point for each check you pass and look at your score at the end.
How to use the checklist
- Open one product page on your phone, in a private window.
- Read each check and answer honestly yes or no.
- Count your yes answers.
- Fix the no answers, easiest first.
- Repeat for your best-selling products.
Group one: first impression (checks 1 to 4)
1. The title says exactly what the product is
A shopper should know what they are looking at in a second. Clear beats clever. Put the product type and the main detail in the title, such as “Merino wool beanie, charcoal”.
2. The main image is sharp and shows the product clearly
It should load fast and show the product at a good size on a phone. Avoid cluttered backgrounds that distract from what you sell.
3. The price is easy to find
The price should sit near the title and the buy button. If there is a discount, show the original price and the new price clearly.
4. The page loads quickly on mobile
If images take several seconds, shoppers leave before they see anything. If your pages feel slow, see our guide on why Shopify stores slow down.
Group two: images and proof (checks 5 to 8)
5. There are at least four good images
Include the product alone, in use, close-up details and, for clothing and similar items, on a person. Shoppers cannot touch the product, so photos do that job.
6. Images show scale and context
Include something that shows size, such as a hand, a model or a common object. “How big is it?” is one of the most common unanswered questions.
7. Reviews are visible and honest
Show real reviews near the top or just below the buy button. A mix of ratings looks more trustworthy than a perfect score. Customer photos add proof.
8. Trust signals appear near the buy button
Add a short line about returns, secure payment or customer support. Keep it truthful and specific, such as “Returns accepted within 30 days”.
Group three: product information (checks 9 to 13)
9. The description starts with what matters most
Lead with the benefits and the key facts in the first lines. Many shoppers do not read further.
10. Features are easy to scan
Use short paragraphs and bullet points for materials, dimensions, care instructions and what is included. Dense blocks of text hide the facts.
11. Size, fit or specification help is available
For products where fit matters, offer a size guide with real measurements. For technical products, list the specifications clearly. Missing information leads to questions, hesitation and returns.
12. Variants are clear and easy to choose
Colour and size selectors should be large enough to tap. Sold-out options should be marked, not hidden. When a variant changes, the image should change with it.
13. Shipping and delivery information is on the page
Show expected delivery time and cost, or a link to clear shipping terms. Shoppers who cannot find shipping costs often leave.
Group four: the buying moment (checks 14 to 17)
14. The add to cart button stands out
It should have strong contrast, clear text and enough space around it. On mobile, make sure it is easy to reach with a thumb, and consider keeping it visible as the shopper scrolls.
15. Stock information is honest
If stock is low, say so truthfully. Fake urgency harms trust. Real scarcity can help a shopper decide.
16. Returns and guarantees are clear
A plain description of your return policy lowers the fear of buying. Link to the full policy.
17. Related products help rather than distract
Show a few relevant items below the main content, not above the buy button. Too many suggestions pull attention away from the purchase.
Group five: technical basics (checks 18 to 20)
18. The page works on every common phone and browser
Test on at least two phones and two browsers. Buttons should respond, images should load and nothing should overlap.
19. The page has a clear search title and description
Write a title and a short description that explain the product and would make you click in search results. This helps visitors who arrive through search rather than ads.
20. Tracking is set up correctly
Check that your analytics and advertising pixels record product views, add-to-cart actions and purchases. If tracking is wrong, you will not know which ads work. Test it with a real purchase.
Score your page
- 17 to 20: Strong. You are ready to test ads.
- 13 to 16: Good but leaking. Fix the missed checks before you scale spend.
- 9 to 12: Risky. Ads will work against the page’s weaknesses.
- Below 9: Fix the basics first. Ads will mostly pay for lessons you could learn free.
Where to start if your score is low
Start with the checks that cost nothing: clearer titles, better descriptions, visible shipping information and honest stock notes. Then improve images and add reviews. Last, look at speed and tracking, which may need technical help.
If your checkout also loses shoppers, run our Shopify checkout audit next. A good product page and a good checkout work as a pair.
Test one change at a time
When you edit the page, change one thing, wait a couple of weeks and compare results. If you change everything at once, you will not know what helped. Keep a short log with the date, the change and what happened to add-to-cart and sales.
Common mistakes
- Copying supplier descriptions. Shoppers have seen them on other stores, and search engines see duplicates.
- Using too few images. One photo rarely sells a product.
- Hiding shipping costs. This is a top reason for abandoned carts.
- Adding too many apps to the page. Each adds weight and clutter.
Frequently asked questions
How long should a product description be?
As long as needed to answer questions, and no longer. Lead with the key facts, then add detail for people who want more.
Do I need video?
Not always, but short video helps for products with movement or fit. Keep files small so the page stays fast.
How often should I review product pages?
Review your top sellers every quarter, and any product before you start a new ad campaign.
Should I use countdown timers?
Only for real deadlines. Fake timers damage trust.
Next step
Pick your best-selling product, run the twenty checks and fix three things this week. If you want our team to review your product pages and show you what to change, get in touch or read about our Shopify development service.