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The product page is one of the most important steps on your e-commerce site. It's the last step before adding to the cart, but it's also often the landing page for your marketing actions, even before the homepage. As a Shopify agency we recommend implementing the necessary means to encourage conversion from the product page.
The 6 essential elements of a product page
Each of your product pages should include the following elements:
- High-quality images of your product,
- The easily visible price (and any promotions)
- The different color and style options of your product,
- Customer reviews, preferably with a star rating,
- Reassurance elements, depending on your industry
- The main "call to action" on the product page: the purchase button
Product images or packshots
Since your customer cannot touch the product as they would in a physical store, it is important that you provide them with as much visual information as possible to compensate for the physical experience.
It is important to accurately represent shapes, textures, and colors. It is natural to want to enhance your product, but you must be careful not to retouch images too much to avoid disappointing the consumer when they receive the product. Photographs are also preferred over 3D renderings.
Even if you have high-quality packshots that you make available to your distributors, we always advise our clients to produce exclusive images for their online store. On the one hand, this differentiates you from all other sites that sell your products. On the other hand, it allows you to stage your products as you would in a physical store, aligning the photography with the site's design.
We also recommend putting the product in context, in "lifestyle" shoots. Indeed, this gives the customer a better overview of the dimensions, textures, colors, how it looks when worn if applicable, and it contributes to the storytelling.
Customer reviews
Do we need to remind you that customer reviews are one of the elements that contribute most to conversion?
It is essential to generate reviews on your product pages. Reviews should not be censored if they comply with the terms and conditions. Negative reviews lend credibility to positive reviews. However, make sure not to leave unfavorable reviews without a response indicating that you will contact the customer to address their problem or that you have noted their comment.
You need to implement strategies to generate reviews on your product pages, for example:
- by automatically and systematically sending emails asking customers for their feedback a few days after purchase,
- by organizing product tests in exchange for reviews,
- by rewarding customers who submit a review
You can conduct these operations by setting up transactional emails in your mailing tool, using dedicated Shopify apps. We can also help you by organizing product tests that generate reviews on your site. Don't hesitate to contact us to learn more.
Reassurance elements
There are two types of reassurance elements:
- transaction-related information
- product-related information
Transaction-related information
These are, for example, information listing payment methods (Credit Card, Paypal, Apple Pay, Amazon Pay, Gift card…), delivery methods (Colissimo, Chronopost, Relay Point…), order preparation and shipping times, the threshold for free delivery, return / refund / exchange conditions, etc.
This information is important to differentiate yourself from other distribution channels. For example, if you have a very favorable return and exchange policy, it is an element to highlight because it will remove a significant barrier to purchase for first-time buyers.
Product-related information
These are the important characteristics of your product for the consumer and which differentiate you from the competition.
Examples include: French manufacturing, organic certification, recyclability, a new function, or an innovation… It all depends on your product and your industry.
If the information is about certification, a label, or compliance with a charter, prioritize the use of pictograms. If the information concerns product use, favor a combination of text + image/video.
If the information is technical, you can consider placing it at the bottom of the page or providing the complete information as a downloadable document.
The "buy" button
In any case, the button must be visible: it must be large enough, in a color that contrasts with the page background. It should include an action verb, in the imperative or infinitive depending on your brand's tone, leaving no doubt that the product is about to be purchased.
Product page: the new homepage?
We tend to think so. Indeed, most of your marketing/media actions (Adwords, Facebook Ads, affiliation...) generally direct customers to a product page rather than the homepage.
The product page, being the first point of contact with the brand for many visitors, should therefore contain as many storytelling elements as your homepage. It is therefore important to include merchandising elements (such as "discover the brand" banners) at the bottom of the page, or secondary call-to-actions ("newsletter subscription" for example...).
The sections available on your product page primarily depend on your theme: our complete guide to Shopify themes 2026 compares free and paid options.
This is why product pages are increasingly tending to be very long and to replace mini-sites, especially among pure players.
In conclusion, we recommend that brands pay particular attention to their product pages. While high-quality, exclusive content represents a significant investment, it promotes conversion in the short and medium term. If the investment seems too high, you can start by prioritizing a few strategic pages, such as your best-sellers.
A converting product page is also a product page that feeds your Google Merchant Center feed. The same elements (structured title, rich description, complete attributes) serve direct conversion and visibility on Google Shopping. To take the reasoning to its logical conclusion, consult our method for product titles optimized for Google Shopping.
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