The e-commerce product page checklist (what actually drives sales)

If your e-commerce store is getting traffic but sales feel stubborn…

it’s usually not your product.

It’s the product page.

Because that’s where buyers decide:

• do I trust this?

• is this right for me?

• will this arrive when I need it?

• what happens if it’s not right?

Most product pages don’t fail because they look bad.

They fail because they leave doubt.

And doubt kills conversion.

This is a practical checklist you can use to tighten up your pages.

Not theory.

Just the basics that protect revenue.

The product page checklist (and the revenue leaks it prevents)

1) A headline that says what it is

This is your first revenue leak.

If someone lands on the page and can’t instantly tell what they’re looking at, you’ve lost them.

Make it obvious:

• what it is

• what category it’s in

• what makes it different

If someone lands from Google, they shouldn’t have to guess.

2) One line that answers: “Why this one?”

This is the easiest conversion win on the whole page.

Add one short line under the title that gives a reason to buy.

Examples:

• “Made in the UK. Delivered in 4–6 weeks.”

• “Removable arms for easy delivery.”

• “Built to order. Lifetime frame guarantee.”

Not a slogan.

A decision helper.

3) Price clarity (no surprises)

People don’t mind paying.

They mind being surprised.

If pricing isn’t clear, they either:

• leave

• delay

• or buy from someone who makes it easier

Make sure the page is clear on:

• price

• what’s included

• delivery cost (or if it’s free)

• finance options (if relevant)

If pricing changes based on options, make it easy to understand.

Confusion kills confidence.

4) Delivery time and returns policy (above the fold)

This is one of the biggest reasons people don’t buy.

Not because they hate your product.

Because they don’t feel safe.

A buyer wants to know:

• when will it arrive?

• what happens if it’s not right?

Put delivery time and returns on the product page.

Near the top.

Not hidden in the footer.

Not buried in a policy page.

This single change can lift conversion quickly.

5) The CTA should be obvious (and repeated)

If your CTA isn’t obvious, you’re paying for clicks you can’t convert.

Use one main action:

• Add to basket

• Choose options

• Buy now

Make it stand out.

Then repeat the CTA lower down the page.

People scroll.

Don’t make them scroll back up to buy.

6) Option selection that doesn’t overwhelm

Choice is good.

Too much choice kills momentum.

If you have options (size, colour, fabric, bundles), make it:

• easy to understand

• easy to compare

• easy to undo

This is the bit most brands miss:

Buyers don’t struggle with options.

They struggle with confidence.

Add guidance like:

• “Most popular”

• “Best for small spaces”

• “Best for families”

You’re not forcing the decision.

You’re helping it happen.

7) Product visuals that answer questions

Photos aren’t decoration.

They’re part of the sales process.

A buyer is trying to judge quality through a screen.

Help them.

Your visuals should answer:

• what does it look like in real life?

• what’s the scale?

• what’s the detail and finish?

• what do I actually receive?

If possible, include:

• lifestyle shots

• close-ups

• video

• user-generated content

If someone can’t picture it, they won’t buy it.

8) Social proof that feels real

Proof reduces hesitation.

It’s that simple.

The best proof includes:

• details (“delivery was smooth”, “fits through our door”, “colour matched the sample”)

• photos

• star rating + volume

If you don’t have many reviews yet, use:

• testimonials

• press mentions

• customer photos

• trust badges (only real ones)

A quick rule:

proof belongs near the top of the page, not at the bottom.

9) Benefits, not just features

Features describe the product.

Benefits explain why it matters.

Example:

Feature: “Removable arms”

Benefit: “Easier delivery in tight spaces and awkward hallways”

Write benefits like you’re answering the customer’s internal question:

“So what?”

If the benefit is clear, price feels more reasonable.

10) FAQs that remove the last objections

FAQs aren’t filler.

They’re reassurance.

Good product page FAQs include:

• Is it easy to clean?

• What if it doesn’t fit?

• Can I return it?

• What’s the warranty?

• How does delivery work?

• Do you offer samples?

Write them in plain English.

This section should reduce support tickets too.

11) Comparison help (so people don’t leave to decide)

Buyers compare.

If you don’t help them compare, they’ll leave your site to do it.

And many won’t come back.

Add:

• size guide

• spec table

• “which one is right for me?”

• simple comparison blocks

Decision support keeps people moving.

12) Make it fast and mobile-friendly

This is the silent conversion killer.

Slow loading.

Clunky option selectors.

Hard-to-tap buttons.

A quick rule:

If it’s annoying on mobile, it won’t convert.

Quick diagnostic: why people aren’t buying

If a product page gets traffic but doesn’t convert, it’s usually one of these:

• delivery time isn’t clear

• returns policy is hidden

• not enough proof near the top

• too many options with no guidance

• weak visuals (can’t judge quality)

• mobile experience is frustrating

Fix those first.

They move the needle faster than rewriting your whole site.

The takeaway

Your product page doesn’t need more words.

It needs fewer doubts.

If you improve:

• clarity

• delivery and returns visibility

• proof

• decision support

You’ll often see conversion improve without spending a penny more on ads.

One thing to do this week (20 minutes)

Pick your top-selling product.

Then do a quick upgrade:

1. Move delivery and returns higher up the page

2. Add one line under the title that answers “why this one?”

3. Add one proof block near the top (reviews, testimonial, or a short trust line)

Three small changes.

One page.

That’s enough to create momentum.