Shopify Product Pages: The Ultimate Guide to Optimization and Design


Sara Miteva
January 25, 2023
10 min read
Japanese food with light blue background

Your Shopify product pages are the most powerful weapon of your store. They are the online storefronts where customers view and purchase your products. 

Optimizing these pages for conversion is crucial for your online store. Putting in this effort can directly impact your store’s discoverability, conversion, and overall brand recognition.

In this article, we will discuss various tips and tricks for personalizing and optimizing your Shopify product pages to improve customer engagement and increase conversions. 

Product Page Optimization

Product page optimization is the process of improving a product page's design, content, layout, and functionality to create an engaging experience for potential customers. 

It helps to improve customer satisfaction, increase conversions and maximize sales. In order to optimize product pages effectively, businesses must have an understanding of best practices for product page optimization, along with the tools and apps that can facilitate its implementation. 

Product Page Layout – How to Do It? 

The product page layout is the first thing you need to pay attention to when building your product pages.

When it comes to product page optimization, there are several best practices that businesses should adopt. Firstly, it is important to ensure that the product page layout is organized in a way that allows users to find information about the products they are interested in easily. 

This includes utilizing clear headlines which clearly identify each product category or feature being displayed on a given page. 

Additionally, providing links between related products or content will help customers navigate through them better without having to search for the right item manually. 

How to Design a Shopify Product Page? 

Product page design is also essential when optimizing product pages. 

When designing a product page, businesses should focus on creating visuals that make their products attractive while still featuring all relevant information. 

To help the customer make an informed decision, include high-quality photos of all items. Also, don’t miss adding accurate descriptions of colors, sizes, and other features. 

What Content Should I Add to My Shopify Product Page? 

Content should include any relevant specifications about the items. If you have some, include reviews from previous customers. 

This gives potential customers more insight into what they can expect when buying these products. What is more, it also makes your site look credible. 

Additional sections, such as FAQs, can also help shoppers make better decisions. At the same time, they increase overall conversion rates on each given product page. 

Tools and Apps That Can Help You With Product Page Optimization

Fortunately, for those looking for assistance with optimizing their Shopify product pages, there are multiple tools and apps available that can help simplify this process. 

Here are some of them: 

  1. TinylMG–an app that can help you reduce the loading time of your product pages and optimize them for SEO.
  2. 60seconds–a Shopify app that allows you to increase product page conversions by giving your shoppers the ability to request discounts.
  3. Easy FAQ Page–a flexible app that helps you answer most frequent questions your visitors might have.
  4. Growave–a marketing app that provides multiple tactics to increase your website engagement.
  5. PageFly–a product page builder with pre-made templates you can customize.  

Product Page Personalization

Product page personalization is a key tactic Shopify store owners use to maximize conversions, enhance customer experiences, and optimize product pages. 

This means that they customize the look, design, content, and layout of their product pages in order to create a unique user experience for each shopper. 

By leveraging personalization strategies and tools such as Shopify’s Customize ProductPage Template, store owners can take advantage of custom designs that reflect their brand identity and cater to the needs of their target audience. 

How Does Product Page Personalization Increase Conversions? 

Personalizing product pages has several advantages for both customers and store owners. 

For one, it helps streamline the shopping journey by providing users with specific product information tailored to their preferences. 

Customers who come across personalized product pages are more likely to spend time browsing through items that are relevant to them. 

Moreover, they will engage with the content on these product pages. In fact, 91% of customers claim they are more likely to buy from companies that remember their preferences and show them tailored offers and suggestions. 

What Are the Best Personalization Strategies for Product Pages? 

When it comes to personalizing product pages, there are several strategies shop owners can adopt. These include:

Product-Detail Page (PDP) Recommendations

Product-detail page (PDP) recommendations present customers with comparable or related products to those they are presently looking at. 

Promoting more expensive but stylishly similar products can help you increase average order value (AOV) and upsell. 

They have greater margins and have been shown to convert more effectively.

For example, if I open a pants product page on ASOS, I get the following recommendations: 

product-detail page

Personalized Bestseller Lists

By tracking the customer's browsing and purchase history, personalized bestseller lists suggest items that have been particularly popular for that particular user or group of users based on their individual preferences. 

This can be incredibly useful for customers with particular tastes or interests, as the personalized bestseller list likely contains items that reflect this. 

Furthermore, customers don’t need to spend time searching through thousands of products online in order to find something suitable. Instead, they are provided with a concise list of items that may interest them–giving them the opportunity to find what they want quickly and easily. 

User-Generated Content (UGC)

People are attracted to what their friends are doing or purchasing, which is one of the reasons bestseller lists are so successful. 

User-generated content (UGC) works similarly. It shows your visitors how your items are utilized in real life. This encourages them to purchase these items as the FOMO (Fear of missing out) starts to rise. 

In fact, Yotpo research discovered that customer pictures on product pages boost sales by 24%

Vanity Planet adds UGC images to its review section on their product pages: 

User-Generated Content


Retargeting is an effective tactic for personalizing Shopify product pages for users who have visited the page before. It uses data collected when a user visits a page to create targeted campaigns that are tailored specifically to a user's needs. 

This helps you give customers a more personalized and unique experience each time they visit the page. With retargeting, you can deliver more relevant content through ads, emails, and other media channels, allowing them to serve their customers better and increase conversions. 

Tools and Apps That Can Help You With Product Page Personalization

Here are some tools and apps that can help you personalize your Shopify product pages effectively: 

  • Lookbook allows businesses to add interactive visuals, including carousels or sliders, on their product pages. 
  • MLV Auto Currency Switcher provides multiple currency options so customers can pay in the currency they prefer. 
  • Chatra–Live Chat & Chatbot allows customers to get assistance while they browse through products.

Product Page Photography and Video

High-quality images and videos are a critical component of successful product pages on Shopify. Professionally shot photos, edited to show off product features, can help customers connect with products and make informed purchasing decisions. 

Videos, such as unboxing videos or how-to tutorials, can create an engaging visual experience that helps customers gain a deeper understanding of the product they’re considering. 

Here are some tips for taking advantage of product page photography and video when creating personalized and optimized Shopify pages. 

Product Page Photography Tips 

When it comes to product photography, there are several elements to consider:

  • lighting, 
  • background, 
  • angles, 
  • detail shots 
  • props

Get creative with your photos to capture the best possible representation of your products. For example, you could add props that tie into your brand story or use different angles to highlight specific features. 

When editing images, use tools like Adobe Photoshop or Lightroom to enhance colours and remove any background noise that might distract from the main product image. 

Here’s an example from Sephora: 

sephora product page

Product Page Video Tips 

Videos should be used to supplement images on product pages; a combination of both visuals will provide the most comprehensive view of the item on offer. 

Aim for short videos – no longer than one minute – that focus on key features or have an educational element, such as a how-to demonstration. 

When shooting video, make sure you have good lighting conditions as well as an interesting background so viewers can focus on the featured items without distraction. 

Additionally, consider using an app like Animoto or Adobe Premiere Rush to edit clips into professional-looking videos before adding them to your shop page. 

For example, Asos has videos of models wearing their clothing items on every product page. 

Best Practices for Creating Product Videos 

When creating videos for product pages, keep them short and sweet with a clear purpose in mind. 

Don’t try to cram too much information into one video. Instead, break it down into multiple shorter clips so customers can easily digest each element included in their purchase decision process. 

Additionally, pay attention to sound quality. Use external microphones if necessary so viewers don’t miss any important details mentioned in the clip due to poor audio quality. 

Finally, ensure all clips are optimized for mobile devices – more people watch online videos on their smartphones. 

Tools & Apps for Creating Product Videos 

There are many apps available nowadays that allow even non-professionals to create high-quality videos quickly and efficiently. 

Some great options include Adobe Premiere Pro, iMovie (Mac only), FilmoraGo (Android/iOS), and Movavi (iOS)

Additionally, Adobe Creative Cloud offers subscription packages that include access to many professional-grade editing programs such as After Effects and Audition, which can be used in tandem with Final Cut Pro X (Mac only) for added control over individual clips in post-production editing processes.

Product Page Reviews

Product page reviews are an important factor in increasing customer engagement, trust, and, ultimately, conversions. They provide potential customers with valuable information to help them make informed decisions about their purchase. 

A strong set of reviews can encourage shoppers to complete the checkout process, while a lack of reviews could lead to a customer hesitation or abandoning the cart altogether. 

Here’s an example from Vanity Planet: 

Vanity Planet Reviews

Strategies for Encouraging Customer Reviews

There are several strategies for encouraging customer reviews on your Shopify product pages:

  1. Offering incentives. Offer discounts or other incentives to customers who leave reviews.
  2. Making the process simple. Provide clear instructions and a simple process.
  3. Following up. Send follow-up emails to customers who have made a purchase, asking them to leave a review.
  4. Using social media. Share reviews on social media and encourage customers to share their reviews on their own profiles.
  5. Responding to reviews. Responding to customer reviews, whether positive or negative, can encourage more customers to leave feedback.

Tools and Apps for Displaying Reviews on Product Pages

There are several tools and apps available for displaying reviews on Shopify product pages:

  1. Loox. A popular Shopify app that allows you to easily import and display customer reviews on your product pages, complete with photos and ratings.
  2. Product Reviews. A Shopify app that allows you to collect and display customer reviews on your product pages, as well as on other pages of your website.
  3. A review app that allows you to collect, display, and moderate reviews on your product pages, as well as on other pages of your website.
  4. Yotpo. A popular review app that allows you to collect and display customer reviews on your product pages, as well as on other pages of your website.

Product Page SEO

Product page content is critical for obtaining higher search engine rankings. Here are some on-page SEO optimization techniques:

  • keyword research
  • optimizing page title
  • image alt text
  • meta descriptions 
  • heading tags 

These are essential for ensuring that product pages are properly indexed and ranked in search engine results pages (SERPs). 

On-Page SEO Optimization Techniques for Shopify Product Pages

When it comes to product page SEO optimization, Shopify users need to consider important elements such as the quality of the content on each product page. 

It's essential to create engaging product descriptions that provide customers with an informative overview of the product while also including pertinent keywords relevant to the product.

Additionally, incorporating internal linking to other products or blog posts can help increase traffic on Shopify stores while deepening engagement with customers. 

Best Practices for Optimizing Product Page Content for SEO

Here’s what to do to get your product pages higher in the SERP:

  • Use structured data (schema) on product pages to help search engines understand the content of the page and display it in a more informative way on SERP.
  • Create a sitemap for your product pages to enable search engines easily find and crawl your pages.
  • Utilize internal linking to connect your product pages to other relevant pages on your website, this will help improve the visibility of your product pages.
  • Optimize URLs for product pages to help search engines understand the content of the page and make it more memorable for users.
  • Use analytics tools to track the performance of your product pages and make data-driven decisions to improve their SEO.


From product page layout, design, and content to tools and apps that can help you with the process, this article has covered everything you need to know to optimize your Shopify product pages for maximum conversions. 

By incorporating these best practices and utilizing the right tools, you can create product pages that are engaging and effective in driving sales for your online store. 

Remember, optimizing product pages is an ongoing process and requires monitoring and updating, but with the right approach, you can take your product pages from Zero to Hero and boost your Shopify store's conversions.


What are Shopify product pages and why are they important?

Shopify product pages are the online storefronts where customers view and purchase products on a Shopify store. They are important because they are the first point of contact for potential customers and can greatly impact the overall customer experience and conversions in a store. Optimizing product pages for conversions, design and customer engagement can increase sales and improve the overall success of an online store.

How can I optimize my Shopify product pages for conversions?

To optimize Shopify product pages for conversions, businesses should focus on creating a visually appealing and easy-to-use design, providing detailed and accurate product information, incorporating customer reviews, and utilizing on-page SEO optimization techniques such as keyword research and meta tags. Additionally, utilizing tools and apps to assist with personalization and A/B testing can also help to improve conversions.

How can I track the performance of my Shopify product pages?

To track the performance of Shopify product pages, businesses can utilize analytics tools such as Google Analytics or Shopify Analytics to track metrics such as page views, bounce rate, and conversion rate. Additionally, using tools such as heat maps and user testing can provide insights into user behavior and engagement on product pages.

Can you provide some examples of successful Shopify product pages?

Some examples of successful Shopify product pages are:

  • Glossier, a skincare and beauty brand, which has a minimalistic design and a focus on high-quality product images and clear product information.
  • Brooklinen, a bedding and home goods brand, has a clean and easy-to-navigate layout, detailed product descriptions, and prominently displayed customer reviews.
  • Allbirds, a shoe brand which has a visually appealing design, clear product information, and the ability to shop by category or collection.

How can I optimize the mobile experience on Shopify product pages?

To optimize the mobile experience on Shopify product pages, businesses should focus on creating a responsive design that adjusts to the size of the screen and provides easy navigation. Utilizing a mobile-first design approach and testing on various mobile devices can help ensure that product pages are easily accessible and user-friendly on mobile devices. Additionally, utilizing tools such as Google's Mobile-Friendly Test can help identify any issues with mobile optimization.

How can I make my product pages more accessible?

To make product pages more accessible, businesses should focus on creating clear and easy-to-use layouts, providing detailed and accurate product information, and utilizing alt-text for images. Additionally, incorporating features such as closed captioning for videos and providing options for larger text and high contrast can help to make product pages more accessible for users with disabilities.

How to create and use product tags in Shopify?

To create and use product tags in Shopify, businesses can follow these steps:

  1. Go to the Products section of your Shopify admin and select the product that you want to tag.
  2. Scroll down to the Tags section and type in the tags that you want to add to the product.
  3. Press Enter or a comma after each tag to add them.
  4. Click Save to add the tags to the product.
  5. To use the tags, you can create a collection or Smart collection in your Shopify store that uses the tags as a filter. This allows you to group products together based on the tags and make it easier for customers to find products based on their interests.

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