Product pages are where browsers become buyers — or don't. We've audited hundreds of them. The ones that convert don't always have the prettiest design. They have the right building blocks in the right order. Miss one and you're leaving a chunk of revenue on the table. Here are the nine we check every time.

1. One clear primary image (and a fast load)

The hero image has to load fast and show the product in context. One strong hero beats a carousel of mediocre shots. Add thumbnails for colour or angle, but don't bury the main shot. If LCP is slow here, fix it before you touch copy. We've seen 10–15% add-to-cart lift just from making the main image load under 1.5s and keeping it above the fold on mobile.

2. Title and key benefit in the first line

Not "Premium Organic Skincare" — something that says what it does for them. "Hydrating face cream for dry, sensitive skin" is a start. The title should be scannable and benefit-led. We keep it under 80 characters so it doesn't truncate in search or social.

3. Price and offer visible without scrolling

Price belongs near the top. So does any offer (e.g. "Save 20% when you subscribe"). Hiding price or making people scroll to find it increases bounce. Same for "Add to cart" — it should be visible and tappable without scrolling on mobile.

4. One primary CTA

One main button: "Add to cart" or "Buy now." Secondary actions (wishlist, compare) are fine but shouldn't compete. The primary CTA should be high contrast and above the fold. We've tested "Add to bag" vs "Buy now" — it depends on the category, but consistency across the site matters more than the exact words.

5. Social proof at the point of decision

Reviews, ratings, or "X people bought this week" right next to the CTA. Not buried below the fold. Star rating + review count is the minimum. A short quote or "Verified buyer" badge helps. We've seen 8–14% lift when review content moved from bottom of page to beside the add-to-cart.

6. Clear variant selection

Size, colour, or option selectors need to be obvious and low-friction. If you're out of stock, say so and offer alternatives or notify. Confusion here is a huge leak — people add the wrong thing, get to checkout, and abandon when they see the error.

7. Short, scannable product description

Bullets beat paragraphs. Key specs and benefits first. Long storytelling can sit lower. The goal is to answer "Why this?" and "What do I get?" in under 10 seconds. We keep the critical copy above the fold and push detail below.

8. Trust and delivery info

Returns, shipping, and guarantees near the CTA reduce anxiety. "Free returns within 30 days" or "Ships in 24 hours" in a single line often moves the needle. So does a secure payment badge or "Pay with Klarna" if you offer it.

9. No dead ends

If they're not ready to buy, give a next step: "Email me when back in stock," "Save for later," or related products. A PDP that only has "Add to cart" and nothing else loses everyone who's not ready. One brand added a simple "Notify me" for out-of-stock and recovered 6% of would-be bounces as email signups who later converted.

Run through these nine on your top ten product pages. Fix the gaps. Then run the same checklist on the next batch. PDP optimisation compounds — small gains per page add up to serious revenue when you've got hundreds of SKUs.