Product Page Optimisation: Structure and Content for Conversion

The product page is the sales rep of an online store. It must answer every customer question before it is asked.

Above the fold

• A title aligned with search intent: brand + product + differentiator
• At least 5 images and one video
• Price, discount, stock status and delivery date
• A single, prominent “add to cart” button

Below the fold

• 3–5 bullets that state benefits, not features
• Technical details and size chart
• Customer reviews and photos
• Returns, shipping and warranty information
• FAQs (with FAQ structured data)
• Complementary products

Continuous improvement

Pick the ten most-viewed, least-sold products, rework their pages against this list and compare conversion after four weeks.