5 Ways to Increase the Conversion Rate on the PDP in Shopify

Hans Nassel 6/28/2023

In this article, we show you how you can optimize the PDP in your Shopify store and thus increase the conversion rate.

Table of contents
  1. What is a product detail page (PDP)?
  2. Why is it important to have a thoughtful and professional and optimized PDP?
  3. What elements should a successful PDP contain?
  4. What is a good conversion rate?
  5. What other fundamentals should a Shopify online store meet to achieve a good CR?
  6. 5 Ways to Increase the Conversion Rate (of the PDP) of Your Online Shop in Shopify
  7. 3 Best Practices of a PDP with Successful Conversion Rate in Shopify
  8. Are there any further tools that can be used to optimize the conversion rate of a PDP in Shopify?
  9. Conclusion

In the digital world of e-commerce, the conversion rate of your online store is crucial for the success of your business. A high conversion rate means that more visitors of your online store actually make a purchase. So the higher your conversion rate, the more sales you make. One of the most effective methods to increase the Conversion Rate is optimizing the product detail page (PDP). In this article, you will learn how you can optimize the PDP in your Shopify shop and thus increase the conversion rate.

What is a product detail page (PDP)?

The product detail page (PDP) is one of the most important pages in your online store. Here, your customers can learn about a specific product before making a purchase decision. A well-designed and optimized PDP can help customers of your online store become buyers.

Why is it important to have a thoughtful and professional and optimized PDP?

A professionally designed and optimized PDP is important because it increases the sales opportunities for your products. It offers your Customers detailed information about your product, answers their questions and assists their decision-making process. Elements of sales psychology, such as payment methods and reviews, play an extremely important role. A well-optimized PDP can increase the duration of the visit, decrease the bounce rate and increase the conversion rate.

What elements should a successful PDP contain?

A successful PDP should contain the following elements:

1. High-quality product images

These are crucial, as they give potential customers a clear idea of your product. They should not only present the product from different perspectives but also in various use cases, to highlight the versatility and functionality. By drawing attention to important features and clearly demonstrating the benefits in different situations, these can gain customers' trust and positively influence their buying decision.

2. Detailed product descriptions

These should include all relevant information about the product, such as materials, dimensions, usage, and care instructions, to enable customers to have a comprehensive understanding of the product and assist them in their buying decision. Moreover, information about the product's origin, sustainability, warranty, or other relevant aspects can be added to emphasize customers' trust and ensuretransparent communication. A detailed description of functions and features can also be beneficial to enhance customer satisfaction and prevent possible misunderstandings. Overall, the product information should be clear, precise, and easy to understand in order to offer customers a positive shopping experience and best meet their needs.

3. Customer Reviews

These can strengthen your customers' trust in your product and your company by offering potential customers an authentic perspective on your products. Reviews provide insights into your customers' experience, as well as the quality and reliability of your products. Your customers' reviews enable visitors to make a well-informed decision and convey the impression that your company is transparent while valuing your customers' opinions and experiences.

4. Call-to-Actions (CTAs)

You should prompt your customers to perform a specific action, such as adding the product to the cart or completing the purchase. Well-designed CTAs can increase your conversion rate and significantly influence the success of your website or online store. By using clear and persuasive call-to-actions you can motivate your customers to take the next step and convert their interaction into a concrete transaction. It is important to strategically place CTAs to make them prominently visible and easily accessible. Furthermore, they should be appealing and enticingly formulated to pique interest and move your customers into action. 

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A product detail page of the Shopify store from bambeeni.de optimized by Hans Nassel CR

What is a good conversion rate?

A "good" conversion rate can vary from industry to industry, but on average it is approximately 2 - 3 %. Therefore, if you find that your conversion rate is below this average, optimizations may be necessary. If you want to learn more, feel free to check out our Glossary entry on Conversion Rate Optimization.

What other fundamentals should a Shopify online store meet to achieve a good CR?

There are some fundamentals that every Shopify online store should meet to achieve a good conversion rate. These include:

1. User-friendly Design: The design of your online store should be intuitive and easy to navigate. A clean and simple design can help visitors stay in your shop longer and are more likely to purchase.

2. Fast Loading Times: Long loading times may cause visitors to leave your shop before they even got the chance to see your products. That's why it is important that your shop loads quickly.

3. Mobile Optimization: More and more people are shopping on their mobile devices. Therefore, it is vital that your shop works as well on mobile devices as it does on desktop.

4. Secure Payment Options: Customers need to feel safe when shopping in your store. Make sure you offer secure payment options and clearly communicate this on your website.

5. Clear Shipping and Return Policies: Many customers review this information before making a purchase. Make sure they are easy to find and understand.

5 Ways to Increase the Conversion Rate (of the PDP) of Your Online Shop in Shopify

  1. Optimize the product images:
    High-quality, professional images showing your product from different angles can help to build customers' trust and influence their purchasing decision.

  2. Improve the product descriptions:
    A detailed and appealing product description can help to improve the chances of a sale. Make sure your descriptions include all relevant information and are written in an engaging tone.

  3. Collect customer reviews:
    Customer reviews are a powerful tool, which can strengthen the trust in your products. Encourage your customers to leave reviews, and make sure they are visible on your PDP.

  4. Use clear and conspicuous CTAs:
    Your CTAs should be clearly visible and make it clear to visitors what their next step should be.

  5. Offer live chat or customer service:
    Providing immediate assistance for questions or concerns can help customers make their purchasing decision quicker.

3 Best Practices of a PDP with Successful Conversion Rate in Shopify

has a fantastic PDP that provides customers with everything they need to make an informed purchasing decision. They have a unique and eye-catching visual presentation of their products, which includes high-resolution images, detailed product descriptions, and real customer reviews. All this helps to strengthen customers' trust and achieve a higher conversion rate.

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The CR optimized product detail page from the online shop snocks.com  

Smilodox uses an effective conversion rate increase strategy by using social-proof elements on their PDP. Customer reviews are directly visible and they even show how many pieces of a product were already sold. This can encourage potential customers to join the brand and buy the product as well.

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 The CR optimized PDP from the online shop smildox.com  

The PDP at Purelei stands out with a clear and simple user guide, which makes it easier for customers to complete the purchase process. They make sure that their "Add to Cart" button is always clearly visible, regardless of how far someone scrolls down the page. This reduces purchase cancellations and increases the conversion rate.

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 The CR optimized PDP from the online shop purelei.com  

Are there any further tools that can be used to optimize the conversion rate of a PDP in Shopify?

Yes, there are various tools that can help you to increase your conversion rate.

Some of these include:

mixpanel: This tool allows companies to find out in real-time what motivates users to convert, interact, and stay. Based on the insights gained, quick decisions can be achieved that improve user experience on the PDP.

eTracker Analytics: This tool is a German SaaS solution that works without cookies and allows session tracking on your PDP without consent, so that visits and conversions of your shop can be recorded in a legally compliant manner. It is possible to integrate it into shop systems like Shopify using a plugin.

Hotjar: This tool provides heatmaps, visitor recordings, and conversion funnels that can help you understand how visitors interact with your PDP.

REVIEWS.io: This tool assists you in collecting customer reviews and displaying them on your PDP.

Varify.io: With this tool, you can carry out A/B tests to determine which elements of your PDP are most effective.


Optimizing your product detail page in Shopify can have a big impact on your conversion rate. By improving product images, enhancing product descriptions, promoting customer reviews, and using clear conspicuous CTAs, you can increase the likelihood that visitors to your online shop become customers. Don't forget to test various strategies and measure results to determine what works best for your online shop.

Ultimately, it takes continuous optimization and adaptations in order to achieve the greatest possible success with your Shopify online store. With patience and the right strategy, you can increase your conversion rate and drive your e-commerce business to success.

Hans Nassel
Hans Nassel

Als Shopify Freelancer hat Hans Nassel über 30 Händler*innen beim Aufbau und der Optimierung von Shopify Shops unterstützt. Seine Expertise in Online Verkaufspsychologie, sowie seine langjährige Erfahrung mit Shopify bieten seinen Kund*innen enormen Mehrwert.

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