By the time someone reaches a product page they have made a small decision in your favour. The page's job is to stop them making a bigger decision against you. Every unanswered question is an exit.
Put the price next to the thing it prices
Title, price, variant, button. In that order, in one glance, with nothing between them. If the price sits below a paragraph of copy, you have made the customer work to find out whether they can afford to keep reading.
Photograph the answers
The questions people ask before buying are physical. How big is it? What is the texture? What comes in the box? What does the back look like? Each of those is a photograph, not a sentence. Five useful photographs beat fifteen atmospheric ones.
Every question a customer has before buying is a photo you haven't taken yet.
Structure the information. Don't stack it.
Ingredients, materials, dimensions, care, shipping. These belong in labelled sections the customer can open, not in one long description with bold words for emphasis. Structure is a courtesy. It says: we know what you need to know, and here it is.
Write the description for the second visit
Nobody reads a description on the first visit. They look at the photographs and the price. They read it when they come back, still unsure. So write for the doubt: what it is for, who it is for, what it is not. Two short paragraphs. Confidence, not adjectives.
Let the reviews do the persuading
Your copy is the case for the product. Reviews are the evidence. Put them close to the buy button, show the average and the count, and never bury the critical ones. A visible three-star review with a clear reply is more convincing than a wall of five stars.
Keep the button in view
On a phone, the add-to-cart button should stay reachable as the page scrolls. It is the most valuable pixel on your store. Treat it that way.
Title, price, variant, button. One glance. Nothing in between.
