The product page is where everything gets decided. Good traffic sent to a weak product page is wasted money. These are the elements that separate a page that converts from one that doesn't.
Real photos, from several angles
It's the first thing people look at. Several photos, well lit, ideally one showing the product in use, reduce the uncertainty of not being able to touch it before buying.
A title that describes, not one that "sounds nice"
Brand, model, main feature. It helps both the buyer and the page's SEO. Leaving the title purely to "sound creative" is a common mistake that costs more than it seems.
Benefits, not just technical specs
"5,000 mAh battery" says little unless you add "enough for a full day of use without charging." Translating every spec into a concrete benefit is what convinces someone who isn't an expert in the product — which is usually most people.
Price and stock, no small print
Clear on whether VAT is included, clear on whether it's in stock. Uncertainty about delivery time is one of the most common reasons for abandonment right at the last step.
Visible reviews, even just a few
Social proof reduces perceived risk. Showing three real reviews, with a name and date, builds more trust than showing none at all, even if you don't have many yet.
A button that doesn't need hunting for
"Add to cart" should be the most visually prominent element on the page. Each of these points contributes a little on its own; together, they can be the difference between converting 1% of visits or 3-4%, which in sales volume means multiplying revenue without spending a single extra euro on traffic.
Questions and answers right inside the page
A product-specific FAQ section (sizing, compatibility, warranty) resolves doubts that would otherwise end up as an email or, worse, a silent drop-off. That question-and-answer content also tends to rank well on Google for very specific searches related to that product.
Video, when the product warrants it
For products where use isn't obvious at a glance (assembly, how it works, sizing), a short 20-30 second video reduces returns caused by mismatched expectations more than any written description, however good.
Frequently asked questions
How many photos are enough for a product page?
At least 3-4 different angles, plus one showing it in use if relevant. For products with several variants (colour, size), variant-specific photos help reduce returns.
Is it worth writing a different description for every product?
Yes, both for SEO (Google penalises duplicate content) and for conversion: a generic description copied from elsewhere doesn't answer your customer's specific doubts.
What if I don't have any reviews yet?
Actively ask your first customers for feedback after purchase, with a simple email or message. The first reviews are the hardest to get, but also relatively the most impactful.