This is the actual list, in the order we work through it. The order matters more than the items — the first three move numbers and the last three are polish.
1. The buying choice argues for something
Every variant or pack priced visibly. Per-unit cost shown where more than one size exists. One line stating why the bigger option is better value.
This is the most common miss in ecommerce and usually the cheapest fix. On the InStrength page this alone took add-to-cart from 12.94% to 20.38% in a controlled test.
2. The proof sits beside the price
Rating and review count next to the title, with a specific number rather than stars alone. Certifications, test results or clinical data within the buying block rather than in a tab.
3. The primary action is the loudest thing
Add to cart solid and prominent. Buy Now secondary, beneath it. No quantity stepper competing for attention next to it.
4. Mobile is designed, not inherited
On a phone, above the fold: product name, price, the buying choice, the review count. Sticky add-to-cart so the action is always reachable.
5. The dominant objection is answered high
Every category has one. Fit in fashion, time-to-result in skincare, what is actually in it for supplements, safety for pet. If it is not answered above the fold, the page is asking the customer to go and find out elsewhere.
Read the last fifty support emails to find yours.
6. Delivery cost and date are visible
Before the decision, not at checkout. The single largest cause of abandonment is a cost that appeared late.
7. Images answer questions a return would raise
Scale against something known. Texture close up. The product in use. Six considered images beat twenty near-identical ones.
8. The description is scannable
Tabs or sections rather than a wall. The person who wants the full ingredient list can reach it; the person who does not is never blocked by it.
9. Nothing competes with the purchase
No alternative products between the title and the buy button. Cross-sells below the fold, never beside the decision.
Items 1 to 4 account for most of the movement we see. If budget is limited, stop after four and do them properly rather than doing nine superficially.
Talk it through
Send us the product page carrying your ad spend.
We will run it against this list and tell you which items are costing you most. If we rebuild it and it does not beat your current page in a live test, there is no invoice.
Pick a page to testA real read within one business day — not a sales call.
About the author
Manpreet Singh
Founder of Proscube. Leads the studio's Shopify, headless and CRO engineering, and works directly with founders rather than through account managers.
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