Every conversion problem maps to one of four root causes. Identify which one (or combination) applies before changing anything.

Open Shopify Admin → Analytics → Reports → Online store conversion rate. Pull these five numbers for the last 30 days:

1. Sessions — total store visits
2. Product page views — sessions that reached a PDP
3. Add to Carts — sessions that added an item
4. Checkouts reached — sessions that started checkout
5. Orders — completed purchases

Calculate drop-off rates between each step:

PDP View Rate       = Product Page Views ÷ Sessions × 100
ATC Rate            = Add to Carts ÷ Sessions × 100
Cart-to-Checkout    = Checkouts Reached ÷ Add to Carts × 100
Checkout Completion = Orders ÷ Checkouts Reached × 100
Overall CR          = Orders ÷ Sessions × 100

Compare your numbers to these benchmarks. The step with the largest gap between your number and the benchmark is your biggest leak — fix that first.

After calculating your drop-off rates:

1. Find the step where your rate is furthest below the benchmark range.
2. That is your priority. Go to the corresponding section.
3. If multiple steps are below benchmark, start with the earliest step in the funnel — fixing upstream problems often improves downstream numbers automatically.

1. Online store conversion rate (Analytics → Reports): Shows the full funnel with numbers for each step. This is where you pull your 5 funnel numbers.
2. Sessions by landing page (Analytics → Reports): Shows which pages visitors arrive on and their conversion rate. If a landing page has high traffic but a CR far below your store average, that page needs work first.

Do this once per week. Pick the same day each week. Takes 10 minutes.

• Open Shopify Analytics → Online store conversion rate (last 7 days)
• Record the 5 funnel numbers
• Calculate each drop-off rate
• Compare to last week's numbers — is each step better, worse, or flat?
• Identify the single biggest leak (largest gap vs. benchmark or largest week-over-week decline)
• Write down one specific fix to implement this week for that leak
• Check "Sessions by landing page" — flag any page with high traffic and below-average CR

Required elements:

• Cost of shipping (free, flat rate, calculated — state it clearly)
• Estimated delivery time (e.g., "5–7 business days," not "ships quickly")
• International shipping availability (yes/no, which countries, additional cost)
• Tracking availability (yes/no, when the customer receives tracking info)

Placement: On every product page (near the Add to Cart button or in a collapsible tab), in the site footer as a link, and on a dedicated Shipping Policy page.

Required elements:

• Return window (e.g., "30 days from delivery")
• Accepted condition (unopened only, gently used, any condition)
• Return process (step-by-step: contact us → receive label → ship back → refund processed)
• Refund method (original payment method, store credit, exchange) and processing time

Placement: Link in footer, summary on product page (near ATC button or in a tab), and a mention or link in the cart before checkout.

Required elements:

• A real email address displayed as text (not hidden behind a form-only page)
• Expected response time (e.g., "We respond within 24 hours on business days")
• A contact form for convenience
• Optional but improves trust: phone number, physical address, business hours

Placement: Linked in the main navigation or footer. Must be reachable within one click from any page.

Required elements:

• Who you are (name, team, or founder — a real person, not a faceless brand)
• Why you started this store (one or two sentences, keep it factual)
• What makes you different from competitors (specific — not "we care about quality")
• Social proof if available (press mentions, number of customers served, years in business)
• A real photo (founder photo, team photo, or workspace — not a stock image)

Placement: Linked in the main navigation or footer.

Required elements:

• SSL certificate active (Shopify handles this automatically — verify the padlock icon shows in the browser bar)
• Professional email address (you@yourdomain.com, not a Gmail/Yahoo address for customer-facing communication)
• Consistent branding (same logo, colors, and fonts on every page — mismatched styling signals an amateur or scam site)
• Zero broken links (click through your navigation, footer links, and policy pages — every link must work)
• Zero spelling/grammar errors on key pages (homepage, product pages, checkout)
• Payment badges displayed near checkout or in the footer (Visa, Mastercard, PayPal, Shop Pay — whichever you actually accept)

Trust badges — what matters vs. what does not:

• Use: Payment method logos, SSL/secure checkout indicator, money-back guarantee badge (only if you actually honor it)
• Skip: Fake "McAfee Secure" or "Norton Secured" badges you did not pay for, excessive badge clusters (more than 4–5 badges looks desperate), any badge that links to a dead page or someone else's site

Desktop: left 50–60% image gallery, right 40–50% buy box. Mobile: stack vertically — images on top, buy box immediately below.

Must be visible without scrolling:

• Main product image
• Product title
• Price (with compare-at price if on sale)
• Star rating + review count
• Variant selector
• Add to Cart button

Check both breakpoints in Online Store → Themes → Customize. Switch between desktop and mobile preview. If your ATC button is not visible without scrolling on mobile, fix this before anything else — see Section 3.9.

Avoid:

• Banners or announcement bars that push the buy box below the fold
• Auto-playing videos in the hero image slot
• Oversized product titles that consume vertical space on mobile
• Trust badge rows placed above the product title
• Sticky headers taller than 60px

Budget phone setup: Position near a window with indirect natural light. Place a white poster board as a backdrop and surface. Use your phone's rear camera (never the front camera). Mount on a phone tripod or stable surface. Edit lightly in Snapseed — adjust brightness, crop to square.

Image rules:

• Minimum 2048×2048px, square (1:1) format
• White or clean neutral background for the hero image
• Consistent lighting and style across all product listings
• Sharp focus, well-lit — no shadows cutting across the product
• Show your actual product as shipped (never stock photos or supplier renders)

Upload path: Products → [select product] → Media section. Drag images to reorder. Hero image goes first.

Avoid:

• Watermarks or brand logos burned into images
• Heavy filters or color grading that misrepresents the product
• Images below 1000px on any side (they will look blurry on zoom)
• Mixing white-background and lifestyle shots inconsistently across listings
• Using the same image at multiple angles with minor crops

Every product listing needs at minimum these five shots:

If you only have the hero shot, your listing is incomplete. Prioritize shooting images 1–5 before spending time on description copy or page design.

Add these for higher-priced or complex products:

Threshold rule: Products under $20 — 5 images is sufficient. Products over $30 or products requiring explanation (multi-part, technical, wearable) — aim for 8–10 images.

Five methods to collect customer photos, ranked from easiest to hardest:

1. Packaging insert card — Include a card in every order with a QR code linking to your review submission page. One-sentence ask: "Love it? Snap a photo and leave a review."
2. Discount for photo review — Offer 10–15% off the next order in exchange for a review that includes a photo. Configure in your reviews app (Judge.me and Loox both support this).
3. Post-delivery email — Send an automated email 7–14 days after the delivery date (not the order date). Include a direct link to the review form. See Section 6 for email flow setup.
4. Friends and family — Ask people you know to photograph the product in their home or in use. Genuine context matters more than polish.
5. Micro-influencers (1K–10K followers) — Send free product in exchange for photos you can use on your listing. Get written permission to reuse images commercially.

Display UGC in: the product image gallery (mixed with professional shots), the reviews section, and your homepage social proof block (see Section 8).

Avoid:

• Using customer photos without explicit permission
• Over-editing UGC to look professional (authenticity is the point)
• Placing only UGC with no professional images (you need both)

Arrange these elements top to bottom in the buy box:

• Product title — Descriptive, includes the primary benefit or use case. Example: "Insulated Stainless Steel Water Bottle — Keeps Drinks Cold 24 Hours" not "Water Bottle."
• Price — Display compare-at (strikethrough) price next to sale price if discounted. Always show currency symbol.
• Star rating + review count — Display as clickable stars that jump to the reviews section. Show this even with as few as 3 reviews. Format: ★★★★★ (47 reviews).
• Variant selectors — Use descriptive labels ("Size," "Color," not "Option 1"). Color variants: show swatches with color name on hover/select. Selected state must be visually obvious (border, highlight). Out-of-stock variants: show as crossed out, not hidden.
• Quantity selector — Simple +/- stepper. Default to 1.
• Add to Cart button — High-contrast color (not the same as your background or other buttons). Full width of the buy box. Text reads "Add to Cart" (not "Buy Now," "Add to Bag," or clever alternatives). Minimum 48px tall on mobile. This is the single most important interactive element on the page.
• Delivery info snippet — One line. Example: "Free shipping over $50 · Delivers in 5–7 business days." Link to full shipping policy.
• Returns snippet — One line. Example: "30-day hassle-free returns." Link to full returns policy.
• Trust reassurance — Small row of accepted payment icons (Visa, Mastercard, PayPal, Shop Pay). Keep to one line, small size. No "100% Secure Checkout" banners.

Layout rules:

• ATC button is the most visually prominent element on the entire page
• No countdown timers
• No "X people are viewing this" popups
• No "Only X left in stock" unless pulling real inventory data from Shopify
• Mobile tap targets: minimum 44×44px for all interactive elements

Avoid:

• Multiple CTA buttons competing with ATC (e.g., "Buy Now" and "Add to Cart" side by side)
• Hiding the price until a variant is selected
• Trust badges that are larger than the ATC button
• Gray or low-contrast ATC buttons
• Requiring variant selection before displaying a price

Structure the description in this order:

1. Opening hook (1–2 sentences) — State who the product is for and the main outcome it delivers.
2. Key benefits (3–5 bullet points) — Write as outcomes the customer experiences, not as product specs. Lead each bullet with the benefit, then support with the feature.
3. How to use (3–5 numbered steps) — Include only if the product requires instruction. Skip for self-explanatory products.
4. Specs and details — Material, dimensions (include both metric and imperial), weight, color options, care instructions, compatibility, certifications.
5. FAQ (3–5 questions) — Address the top purchase objections head-on. Common ones: "Will this fit ___?", "How long does it last?", "What if it doesn't work for me?", "Is this compatible with ___?"
6. Social proof snippet — One customer review quote. Include the customer's first name and verified buyer tag if available.

Writing rules:

• Use "you" and "your" — write to the customer directly
• Break text into scannable chunks; no paragraph longer than 3 lines
• Bold key phrases within bullets
• Address objections directly rather than ignoring them
• No superlatives without proof ("best," "most advanced," "#1")

[Product Name] — [Primary Benefit in 5–8 Words]

[1–2 sentence hook: who this is for + what it does for them]

WHY YOU'LL LOVE IT
• [Benefit 1] — [supporting detail]
• [Benefit 2] — [supporting detail]
• [Benefit 3] — [supporting detail]

HOW TO USE
1. [Step 1]
2. [Step 2]
3. [Step 3]

DETAILS & SPECS
• Material: [material]
• Dimensions: [L × W × H, include units]
• Weight: [weight]
• Care: [care instructions]
• Includes: [what's in the box]

FREQUENTLY ASKED QUESTIONS

Q: [Top objection as a question]?
A: [Direct answer]

Q: [Second objection]?
A: [Direct answer]

Q: [Third objection]?
A: [Direct answer]

WHAT CUSTOMERS SAY
"[Review quote]" — [First Name], Verified Buyer

Avoid:

• Walls of unformatted text
• Copying manufacturer descriptions verbatim
• Keyword stuffing ("best premium high-quality top-rated")
• Descriptions shorter than 100 words
• Making claims you cannot substantiate

Getting your first reviews (0 → 10):

• Email every customer 7–14 days after confirmed delivery (not order date). See Section 6 for flow setup.
• Make the review form frictionless — one click to start, star rating first, text optional, photo upload prominent.
• Offer 10–15% off the next order for photo reviews specifically.
• If you sell the same product on Amazon, Etsy, or another platform, import those reviews using your reviews app (Judge.me supports CSV import). Only import reviews for the identical product.
• Ask friends and family who have purchased to leave honest reviews.

With 1–10 reviews:

• Feature the best quote directly in the buy box area, above or below the ATC button.
• Show the star rating aggregate even with 3 reviews — a 4.8 from 3 reviews is better than no rating shown.
• Display photo reviews in the product image gallery, clearly labeled as customer photos.
• Pin the most detailed or helpful review to the top of the reviews section.

Handling negative reviews:

• Do not delete negative reviews (customers notice and distrust a perfect 5.0 rating).
• Respond publicly within 24–48 hours. Acknowledge the issue, apologize, offer a specific resolution.
• Move the conversation to email or DM to resolve privately.
• After resolving, politely ask the customer to update their review.

Recommended apps:

Install path: Apps → Shopify App Store → search app name → Add app

Avoid:

• Buying fake reviews
• Deleting all negative reviews
• Showing reviews from a different product
• Review pop-ups that interrupt the shopping experience
• Waiting until you have "enough" reviews to display them

More than 70% of Shopify store traffic is mobile. Test every change on an actual phone, not just browser DevTools.

• Sticky ATC button — Enable a persistent Add to Cart bar that remains visible as the customer scrolls. Check Theme Settings → Product Page or install a sticky ATC app. This is the single highest-impact mobile PDP change.
• Swipeable image carousel — Images must swipe horizontally with dot indicators or a count (e.g., 1/5) showing position. Verify images are not cut off or cropped incorrectly on small screens.
• Variant selectors — Minimum 44×44px tap targets. Include text labels (not just color swatches without names). Selected state must be visually distinct.
• Collapsible description sections — Use accordion/expandable blocks for description, specs, shipping info, and FAQ. First section (benefits or overview) can be open by default. Everything else collapsed.
• Typography — Minimum 16px body text. Line height 1.4–1.6. No light gray text on white backgrounds.
• Spacing — Generous padding between sections. Tap targets must not overlap or sit too close together. Minimum 8px gap between interactive elements.
• Real device testing — Load the page on your actual phone over cellular data (not Wi-Fi). Scroll through. Tap every button. Complete a test purchase. If anything is frustrating, fix it.

Avoid:

• Horizontal scrolling on any element except the image carousel
• Popups that cover the full screen on mobile
• Fixed elements that overlap the sticky ATC
• Font sizes below 14px anywhere on the page
• Image zoom that hijacks the scroll behavior

Audit every product page against these ATC killers. Each unchecked item is directly reducing your conversion rate.

• No lifestyle images — Only white-background hero shots with no context for how the product is used. Fix: add at minimum shot #2 from Section 3.3.
• Description is a wall of text — No formatting, no headers, no bullets. Fix: apply the template from Section 3.7.
• ATC button below the fold on mobile — Customer must scroll to find the buy action. Fix: enable sticky ATC per Section 3.9.
• Confusing variant selector — Unlabeled options, no selected state, colors without names. Fix: apply buy box rules from Section 3.6.
• No reviews or social proof — Zero reviews displayed, no customer quotes, no star rating. Fix: implement the 0→10 review plan in Section 3.8.
• Price is unclear — Hidden until variant selection, no currency symbol, confusing compare-at formatting. Fix: price must be visible on load per Section 3.1.
• No shipping or returns info on page — Customer has to hunt for policies. Fix: add one-line snippets in the buy box per Section 3.6.
• Slow-loading images — Images over 500KB, no lazy loading, uncompressed uploads. Compress with TinyPNG before uploading. Target under 300KB per image.
• Too many popups — Newsletter, chat widget, exit intent, cookie banner, discount wheel all firing on the same page. Limit to one popup maximum, delayed by 30+ seconds.
• Stock photos or supplier renders — Customer receives a product that looks different from the listing. Fix: shoot your own images per Section 3.2.
• Missing scale reference — No way to judge actual size. Fix: add shot #3 from Section 3.3.
• Fake urgency — Countdown timers that reset on refresh, fabricated "X people viewing" counters, artificial scarcity. Replace with honest urgency only: real-time inventory counts pulled from Shopify, seasonal relevance, limited production batches with actual quantities, shipping cutoff dates, or a genuinely planned price increase with a specific date.

Pick one. Do not use both simultaneously.

Must have — every cart, every store:

• Product image thumbnail (50–60px on mobile, 80–100px on desktop)
• Product title + variant details displayed explicitly ("Classic Hoodie — Size M / Navy Blue")
• Editable quantity selector with +/− buttons (not just a text input)
• Price per item + line total
• Remove/delete button per item (trash icon or "Remove" text link)
• Subtotal — prominent, positioned directly above the checkout button
• "Proceed to Checkout" button — high contrast, large, the single most prominent element on the page
• Shipping info snippet ("Free shipping over $75" or "Shipping calculated at checkout")

Remove or minimize:

• "Continue Shopping" as a primary action — demote it to a text link or secondary button
• More than one upsell widget
• Newsletter signup prompts
• Social sharing buttons
• Lengthy policy text blocks

Set the threshold 20–30% above your current AOV. If your AOV is $50, set free shipping at $60–$65.

Setup: Settings → Shipping and delivery → Manage rates — create a rate of $0.00 for orders above your threshold.

Add a progress message to the cart. Check your theme settings first; many themes support this natively. If not, use an app (e.g., Hextom Free Shipping Bar).

Message progression:

Safe upsells:

• Complementary products (phone case → screen protector)
• Larger quantity discount ("Buy 2, save 10%")
• Low-cost add-ons under $15

Unsafe — avoid these:

• Pop-ups or modals that block the path to checkout
• More than 2 product suggestions
• Unrelated products
• Items that dramatically increase the cart total

Placement: Below cart items, above the checkout button. One widget. One to two suggestions maximum.

• Checkout button visible without scrolling — use a sticky bottom bar
• Quantity controls sized 36–44px minimum tap target
• Compact item display with 50–60px thumbnails
• Drawer cart spans full width on mobile
• Cart content loads within 1 second

Configure these in order. Each one directly reduces abandonment.

1. Enable guest checkout. Settings → Checkout → Customer accounts → select "Accounts are optional." Never require account creation before purchase. Offer account creation on the thank-you page instead.

2. Minimize form fields. Remove the company name field (unless you sell B2B). Set phone number to optional.

3. Order summary visible at all times. Product thumbnails, names, quantities, and prices must be visible throughout the entire checkout flow — not collapsed behind a toggle on mobile.

4. Running total with no surprises. Show subtotal, shipping cost, taxes, and total at every step. Shipping estimates should appear on the product page or cart (Section 3, Section 4) *before* the customer reaches checkout.

5. Enable address auto-complete. Settings → Checkout → enable Google auto-complete. Reduces keystrokes and address errors.

6. Test error messages. Submit the checkout with invalid data — wrong zip code, missing fields, bad card number. Every error message must be specific:

• Good: "Enter a valid 5-digit zip code"
• Bad: "Invalid input"

Ideal configuration: Shopify Payments + PayPal + Shop Pay/Apple Pay/Google Pay. Three to four options maximum.

Add:

• SSL indicator — Shopify handles this automatically; verify the padlock icon is visible
• Shipping timeline reminder: "Ships within 1–2 business days"
• Returns policy link — small text, opens in a new tab
• Contact info or live chat link

Do NOT add:

• Pop-ups or exit-intent overlays in checkout
• Multiple trust badge strips stacked on top of each other
• Long policy text blocks that push the payment button below the fold
• Upsell widgets that distract from completing the purchase

• All form fields full-width — no side-by-side fields on screens under 400px
• Correct keyboard types: number pad for phone and zip code, email keyboard (with @) for email field
• All buttons minimum 44px tap target
• Express checkout options (Shop Pay, Apple Pay, Google Pay) displayed at the top of checkout
• Do not block browser auto-fill
• Collapse the discount code field behind a "Have a discount code?" link — a prominent empty field sends customers away to search for coupons
• Test the full checkout flow on an actual phone

Email 1 — Reminder (1 hour after abandonment)

• Subject lines: "You left something behind" / "Still thinking about it?" / "Your cart is waiting"
• Content: Product image, name, price, one "Complete Your Order" CTA button linking directly to their cart
• Tone: Helpful, not pushy. 3-4 sentences maximum. No brand story, no upsells.

Email 2 — Nudge (24 hours after abandonment)

• Subject lines: "People love this — here's why" / "Still interested in [Product Name]?"
• Content: Product image again, one reason to buy (bestseller status, review snippet, shipping speed, limited stock if true), reassurance line ("Free returns within 30 days" or "Ships within 24 hours"), optional social proof quote
• Tone: Still helpful, slightly more direct.

Email 3 — Last Chance (72 hours after abandonment)

• Subject lines: "Last chance: your cart expires soon" / "Final reminder about your order"
• Content: Product image, mild urgency framing, optional incentive (5-10% off OR free shipping — only in this email, never in Email 1)
• Tone: Friendly but final. If they do not convert here, let them go.

Setup Options:

For copy-paste email templates, see Section 11.

Email 1 — Order Confirmation (immediate)

Customize Shopify's default: Settings → Notifications → Order confirmation.

Add to the default template:

• Expected delivery timeframe: "Your order typically arrives within 5-7 business days"
• What happens next: "You'll receive a shipping confirmation with tracking once your order ships"
• Contact info: "Questions? Reply to this email or reach us at [your email]"
• One-sentence thank-you (personal, not corporate)

Email 2 — Product Tips (3-5 days after delivery)

Trigger off fulfillment date, not order date. The customer must have the product in hand.

Format: 3-5 tips in a bullet list with one image.

Email 3 — Check-In (10-14 days after delivery)

• Content: "How's everything going with your [Product Name]?"
• Include an easy path to support: direct reply option or link to contact page
• Can combine with a review request (see Section 6.3) or send separately

Setup: Emails 2 and 3 require Klaviyo, Omnisend, or Shopify Email. Create a flow triggered by "Order fulfilled." Set Email 2 to 5-7 days after fulfillment, Email 3 to 12-16 days after fulfillment.

Timing: Based on delivery, not purchase.

Email content:

• Subject lines: "How's your [Product Name]?" / "Quick favor? Tell us what you think"
• Body: 2-3 sentences maximum. Keep it short and personal.
• Direct link to the review form. One click, no account creation, no login.
• Specifically ask for a photo: "Snap a quick photo with your [Product Name]!" Photo reviews are 3-5x more persuasive than text-only.
• Optional incentive: 10% off next order for photo reviews.

Follow-up: One reminder 7 days later if no response. Maximum 2 requests total.

Review Apps:

Reply to every review that comes in. This encourages others to leave theirs.

Every product card must show:

• Product image: Consistent background, consistent aspect ratio (square recommended), product fills the frame
• Descriptive title: Under 60 characters. "Organic Cotton Crew Neck Tee — Navy" not "The Essential"
• Price: Visible without clicking. Show compare-at (strikethrough) price if on sale.
• Star rating: Enable in your reviews app settings so the average rating appears on the card
• Optional: Quick-add button (best for single-variant products), hover second image showing different angle or product in use

Card image rules:

Filters needed (pick what applies to your products):

Maximum 2-4 filters. More creates overwhelm.

Default sort order: "Best Selling" or "Featured" (manually curated). Never "Alphabetical" or "Newest."

• Set default: Products → Collections → select collection → "Sort" dropdown
• For manual order: choose "Manual" and drag products into position

Setup: Online Store → Navigation → Collection filtering. Enable only the filters your customers need. Disable everything else. Standardize product tags and variant options first — if half your products tag the color as "Blue" and half say "Navy," the filter breaks.

Mobile: Collapsible filter bar, not sidebar. Most modern themes show a "Filter" or "Filter & Sort" button at the top of the collection on mobile.

Setup: Products → Collections → select collection → upload image in "Collection image" section.

• 2-column grid (not single column). Check: Theme → Customize → Collection pages → "Products per row (mobile)"
• Sticky or top-of-grid filter button. Filters should not be permanently visible on mobile.
• Tappable cards with clear hit areas. Enough padding between cards so visitors do not accidentally tap the wrong product.
• "Load More" or infinite scroll instead of numbered pagination.
• Lazy load images. Most modern themes have this built in.
• Sub-categories for large collections. If a collection has 20+ products, break it into sub-collections.

Five required elements, visible without scrolling:

1. Headline: What you sell + who it is for. Bad: "Elevate Your Journey." / "Welcome to Our Store." Good: "Premium Dog Treats Made With Real Meat." / "Minimalist Wallets That Actually Fit in Your Pocket."
2. Proof element: One piece of social proof near the headline. "Rated 4.8/5 from 1,200+ reviews" / "'Best mug I've ever owned.' — Sarah K." / "Trusted by 5,000+ customers"
3. One CTA button: "Shop Best Sellers" linking to your best-selling collection. Not three buttons. One.
4. Hero image: Your actual product in use (not stock photo). 1920x800px, under 200KB, WebP if your theme supports it.
5. No carousel/slider. Single strong image beats 5 mediocre slides.

Build your homepage in this sequence, top to bottom:

Do NOT include on your homepage: Instagram feed, blog posts, multiple carousels, brand manifestos, video backgrounds.

• Hero: Smaller/cropped image for mobile, minimum 18px text, full-width CTA button
• 2-column grids for both category cards and product sections
• No horizontal scrolling carousels — standard vertical scroll with 2-column grid is more reliable
• Remove or collapse non-critical sections on mobile: About snippet, newsletter signup, hover-dependent sections
• Max 10-12 thumb swipes to footer. If it takes longer, cut the weakest sections.

Check your scores:

• Google PageSpeed Insights: pagespeed.web.dev (enter your store URL, look at the Mobile score)
• Shopify speed report: Online Store → Themes → View speed report

Main speed killers:

Format rules:

• JPEG for photos (product shots, lifestyle, banners)
• PNG only when transparency is needed (logos, icons)
• WebP where supported (Shopify auto-serves WebP in many cases)
• Quality setting: 80%. Looks identical to 100%, roughly one-third the file size.

Compression tools:

• TinyPNG (tinypng.com): Drag and drop up to 20 images, download compressed versions
• Squoosh (squoosh.app): One image at a time, manual quality control
• Crush.pics / TinyIMG (Shopify apps): Auto-compress on upload

Process: Resize to max dimensions first → compress with tool above → re-upload to Shopify → verify on your phone that images still look sharp.

Step 1: List all apps. Go to Settings → Apps and sales channels.

Step 2: Categorize every app:

Step 3: Uninstall apps in the "remove" category. Test your store after each removal (homepage, product page, cart).

Step 4: Check for leftover code. Go to Online Store → Themes → Edit code → theme.liquid. Look for <script> tags or comments referencing apps you already removed. Also check Snippets for files named after removed apps. Delete leftover code or contact the app's support team for cleanup.

Common speed-killing apps: Chat widgets, popup/modal apps, social media feed embeds, countdown timers, multiple analytics/tracking tools stacked together.

Run these 5 tests on your actual phone using mobile data (not WiFi):

Fix order when speed is poor:

1. Compress images (Section 9.2)
2. Remove unused apps (Section 9.3)
3. Disable unused theme features (Themes → Customize — turn off animations, parallax, auto-play video)
4. Reduce fonts to 1-2 families (Theme settings → Typography)
5. Consider switching to a lighter theme (Shopify's Dawn is fast and free)

Re-test after each change. One change at a time so you know what helped.

Next priorities (Days 31–60):

• Continue collecting reviews until every top product has at least 5
• Run a 15-minute weekly analytics review every Monday
• Identify high-traffic, low-conversion product pages and optimize them next
• Test a different hero image or headline every 2–4 weeks
• Review email flow performance (open rates, click rates) and adjust subject lines or timing

Ignore for now:

• A/B testing tools (you need at least 1,000 sessions per month per variant for reliable results)
• Complex personalization engines
• Heatmap and session recording tools (Hotjar, Lucky Orange)
• Multi-variant testing
• Full theme redesign or migration
• Advanced analytics platforms (Mixpanel, Triple Whale, Northbeam)

Use these templates as starting points — paste into your Shopify product description editor and replace every [bracketed placeholder] with your own copy. For guidance on what makes product copy convert, see Section 3.

Template A: Physical Products (General)

[One-sentence hook that names the problem your product solves.]

[One to two sentences expanding on the transformation — what life looks like
after using this product.]

WHY CUSTOMERS LOVE THE [PRODUCT NAME]

• [Benefit 1 — lead with the strongest, most specific benefit]
• [Benefit 2 — quantify where possible, e.g., "saves 20 minutes a day"]
• [Benefit 3 — address a common frustration this product eliminates]
• [Benefit 4 — highlight quality, materials, or durability]
• [Benefit 5 — mention convenience, portability, or ease of use]

HOW TO USE

1. [Step 1 — keep to one sentence, start with a verb]
2. [Step 2]
3. [Step 3]

WHAT'S IN THE BOX

• 1 × [Product Name]
• [Accessory or component, if any]
• [User guide / quick-start card, if included]

SPECIFICATIONS

| Detail        | Value                |
|---------------|----------------------|
| Dimensions    | [L × W × H]         |
| Weight        | [Weight with unit]   |
| Material      | [Primary material]   |
| Color         | [Color name(s)]      |
| Power         | [Battery / adapter / N/A] |
| Warranty      | [Duration + type]    |

FREQUENTLY ASKED QUESTIONS

Q: [Most common pre-purchase question]?
A: [Direct answer. One to two sentences.]

Q: [Question about size, fit, or capacity]?
A: [Answer.]

Q: [Question about shipping, delivery, or returns]?
A: [Answer — link to your shipping/returns policy.]

Q: [Question about care, maintenance, or durability]?
A: [Answer.]

WHAT OUR CUSTOMERS SAY

"[Short, specific quote that mentions a result or feeling.]"
— [First Name], Verified Buyer ★★★★★

"[Quote addressing a common objection.]"
— [First Name], Verified Buyer ★★★★★

"[Quote that highlights a use case or specific feature.]"
— [First Name], Verified Buyer ★★★★★

Template B: Beauty / Skincare

[One-sentence hook that speaks directly to the skin concern.]

[One to two sentences describing the transformation or result.]

WHAT IT DOES

[Two to three sentences: product purpose, skin concerns it targets,
visible results with regular use.]

KEY INGREDIENTS

• [Ingredient 1] — [What it does for the skin in plain English]
• [Ingredient 2] — [Explanation]
• [Ingredient 3] — [Explanation]
• [Ingredient 4] — [Explanation]

HOW TO USE

1. [Step 1 — e.g., "Cleanse your face and pat dry."]
2. [Step 2 — e.g., "Apply 2–3 drops to fingertips."]
3. [Step 3 — e.g., "Gently press into skin."]
4. [Step 4 — e.g., "Follow with moisturizer and SPF (AM)."]

Pro Tip: [One sentence with an insider usage tip.]

PRODUCT DETAILS

| Detail         | Value                                    |
|----------------|------------------------------------------|
| Size           | [Volume — e.g., 30 ml / 1.0 fl oz]      |
| Skin Type      | [e.g., All skin types / Oily / Dry]      |
| Scent          | [e.g., Unscented / Light lavender]       |
| Texture        | [e.g., Lightweight gel / Rich cream]     |
| Free From      | [e.g., Parabens, sulfates, phthalates]   |
| Certifications | [e.g., Cruelty-free, vegan]              |

FULL INGREDIENT LIST

[Paste your INCI ingredient list here.]

FREQUENTLY ASKED QUESTIONS

Q: [Question about skin type suitability]?
A: [Answer.]

Q: [Question about results timeline]?
A: [Answer.]

Q: [Question about routine placement or layering]?
A: [Answer.]

Q: [Question about ingredients or safety]?
A: [Answer.]

WHAT OUR CUSTOMERS SAY

"[Quote mentioning a visible result.]"
— [First Name], Verified Buyer ★★★★★

"[Quote about texture, scent, or experience.]"
— [First Name], Verified Buyer ★★★★★

"[Quote from someone with a specific skin type.]"
— [First Name], Verified Buyer ★★★★★

Template C: Apparel

[One-sentence hook that captures the feeling of wearing this piece.]

[One to two sentences on the vibe, versatility, or craftsmanship.]

WHY YOU'LL LOVE IT

• [Fabric feel — e.g., "Brushed fleece that gets softer with every wash"]
• [Fit — e.g., "Relaxed fit that flatters without looking baggy"]
• [Versatility — e.g., "Works for weekdays and weekends"]
• [Durability — e.g., "Pre-shrunk fabric that holds its shape"]
• [Detail — e.g., "Hidden zip pocket for your phone"]

SIZE & FIT

• Fit type: [e.g., Relaxed / Slim / Oversized / True to size]
• Model info: [e.g., "Model is 5'10" / 175 cm and wears size M"]
• Sizing advice: [e.g., "Between sizes? Size up for relaxed, down for fitted."]

SIZE CHART

| Size | Chest (in) | Chest (cm) | Length (in) | Length (cm) |
|------|-----------|-----------|------------|------------|
| XS   | [value]   | [value]   | [value]    | [value]    |
| S    | [value]   | [value]   | [value]    | [value]    |
| M    | [value]   | [value]   | [value]    | [value]    |
| L    | [value]   | [value]   | [value]    | [value]    |
| XL   | [value]   | [value]   | [value]    | [value]    |
| XXL  | [value]   | [value]   | [value]    | [value]    |

DETAILS

| Detail    | Value                                      |
|-----------|--------------------------------------------||
| Material  | [e.g., 80% cotton, 20% polyester]          |
| Weight    | [e.g., 280 GSM / midweight]                |
| Care      | [e.g., Machine wash cold, tumble dry low]  |
| Origin    | [e.g., Ethically made in Portugal]         |

FREQUENTLY ASKED QUESTIONS

Q: [Sizing question]?
A: [Answer.]

Q: [Fabric or care question]?
A: [Answer.]

Q: [Styling question]?
A: [Answer.]

Q: [Return/exchange question]?
A: [Answer — link to returns policy.]

WHAT OUR CUSTOMERS SAY

"[Quote about fit.]"
— [First Name], Verified Buyer ★★★★★

"[Quote about quality.]"
— [First Name], Verified Buyer ★★★★★

"[Quote about styling or versatility.]"
— [First Name], Verified Buyer ★★★★★

Minimum Shot List (5 Images)

Extended Shot List (8–10 Images)

Quick Reference: Photo Tips

• Shoot near a large window — natural light produces the most accurate colors
• Use a white poster board or seamless paper backdrop for clean shots
• Wipe your lens before every session
• Take 10+ shots per angle — storage is free; reshooting is not
• Steady your phone against a stack of books or use a $15 tripod
• Edit minimally — adjust brightness and crop, do not over-filter
• Compress final images to under 200KB using TinyPNG or Squoosh
• Aim for square (1:1) at minimum 2048×2048px for Shopify zoom

ATC Microcopy — Pick 2–3 lines to display below your Add to Cart button (see Section 3.6):

1. ✓ Free shipping on orders over $[amount]
2. ✓ Ships within [1–2] business days
3. ✓ Free returns within [30] days
4. ✓ [Number]+ happy customers
5. ✓ Secure checkout — SSL encrypted
6. ✓ No-hassle [30]-day money-back guarantee
7. ✓ Tracking number provided with every order
8. ✓ Questions? Email us at [your@email.com]

SHIPPING POLICY

Processing Time
All orders are processed within [1–2] business days (Monday–Friday,
excluding holidays). You'll receive a confirmation email with tracking
as soon as your order ships.

Domestic Shipping

| Method              | Estimated Delivery     | Cost                                |
|---------------------|------------------------|-------------------------------------|
| Standard Shipping   | [5–7] business days    | $[amount] (free over $[threshold])  |
| Expedited Shipping  | [2–3] business days    | $[amount]                           |
| Overnight Shipping  | [1] business day       | $[amount]                           |

International Shipping

| Region                | Estimated Delivery     | Cost       |
|-----------------------|------------------------|------------|
| Canada                | [7–14] business days   | $[amount]  |
| Europe                | [10–20] business days  | $[amount]  |
| Australia / NZ        | [10–20] business days  | $[amount]  |
| Rest of World         | [14–30] business days  | $[amount]  |

International orders may be subject to customs duties and taxes, which
are the responsibility of the recipient.

Order Tracking
Once your order ships, you'll receive an email with a tracking number.
Allow [12–24] hours for tracking to update.

Order Issues
If your order arrives damaged, is missing items, or doesn't arrive within
the estimated window, contact us at [your@email.com] within [7] days.

Questions? Email: [your@email.com]
Response time: within [24] hours on business days.

RETURNS & REFUNDS

Our Promise
We want you to love your purchase. If you're not completely satisfied,
we make returns simple.

Return Window
You have [30] days from the date of delivery to initiate a return.

Return Conditions
To be eligible, items must be:
• Unused and in original condition
• In original packaging with all tags attached
• Accompanied by your order number or receipt

Not eligible for return:
• [Gift cards]
• [Final sale / clearance items]
• [Personalized or custom-made items]

How to Start a Return
1. Email us at [your@email.com] with your order number and reason.
2. We'll respond within [24] hours with return instructions.
3. Pack the item securely in its original packaging.
4. Ship to the address we provide and share the tracking number.

Refunds
Once we receive and inspect your return, we'll process your refund
within [3–5] business days to your original payment method.
Allow [5–10] additional business days for your bank to reflect it.

Exchanges
Want a different size or color? Email us at [your@email.com] and
we'll help set up an exchange, subject to availability.

Damaged or Defective Items
Email us at [your@email.com] with a photo of the issue within [48]
hours of delivery. We'll send a replacement or full refund at no
cost — no return required.

Questions? Email: [your@email.com]
Response time: within [24] hours on business days.

Three-email sequence. Paste into your email tool and replace all [placeholders]. For strategy, see Section 6.

Subject: You left something behind
Preview text: Your cart is waiting for you.

Hi [First Name],

Looks like you didn't finish checking out. No worries — we saved your cart.

-------------------------------------------
[PRODUCT IMAGE]
[Product Name]
$[Price]
-------------------------------------------

[Complete Your Order →]  (button linking to checkout)

If you had any trouble, just reply to this email — we're happy to help.

[Your Brand Name]

Subject: People love this — here's why
Preview text: See what other customers are saying.

Hi [First Name],

Still thinking it over? Here's what people are saying about the
[Product Name]:

★★★★★
"[Short, specific review quote from a real customer.]"
— [Reviewer First Name]

★★★★★
"[Second review quote, ideally addressing a common hesitation.]"
— [Reviewer First Name]

-------------------------------------------
[PRODUCT IMAGE]
[Product Name]
$[Price]
-------------------------------------------

✓ [Free shipping over $X / Free shipping included]
✓ [30-day hassle-free returns]
✓ [Secure checkout]

[Complete Your Order →]  (button linking to checkout)

[Your Brand Name]

Subject: Last chance — your cart is about to expire
Preview text: Don't miss out on [Product Name].

Hi [First Name],

Your cart is about to expire, and we'd hate for you to miss out.

-------------------------------------------
[PRODUCT IMAGE]
[Product Name]
$[Price]
-------------------------------------------

[Choose ONE — delete the others:]

Option A (no discount):
Your [Product Name] is still available, but we can't guarantee stock.

Option B (percentage discount):
Use code [SAVE10] at checkout for [10]% off. Expires in [48] hours.

Option C (free shipping):
Use code [FREESHIP] at checkout for free shipping. Expires in [48] hours.

[Complete Your Order →]  (button linking to checkout)

This is our last reminder — we won't email about this cart again.

[Your Brand Name]

Implementation Notes:

• Include an unsubscribe link in every email (legally required; your email tool adds it automatically)
• Send yourself a test of each email before activating
• If using Option B or C in Email 3, create the discount code in Shopify Admin → Discounts first
• Never offer a discount in Email 1 or 2
• Healthy cart recovery rate: 5–15%

Run through every checklist after making design changes, adding products, or switching themes.

Homepage QA — Desktop:

• Hero loads within 3 seconds; image is not blurry or stretched
• Headline clearly communicates what you sell and who it is for
• CTA button is visible, clickable, and links to the correct collection
• Featured products display with correct images, names, and prices
• All navigation links lead to the correct pages
• Social proof section is visible without excessive scrolling
• Trust elements (shipping, returns, security) are displayed
• Footer contains links to shipping policy, returns policy, contact, about
• No placeholder text, broken images, or "Lorem ipsum"
• Email signup form works
• Page loads fully in under 5 seconds

Homepage QA — Mobile:

• Hero headline is readable without zooming (min 18px)
• CTA button is easily tappable (min 44×44px)
• No horizontal scrolling at any point
• Product cards display in a 2-column grid
• All images load completely
• Hamburger menu opens, closes, and all links work
• Footer links are tappable and correctly spaced
• Page loads in under 5 seconds on cellular

Product Page QA — Desktop:

• Product images are high quality (not blurry or pixelated)
• Image gallery/carousel works (arrows, thumbnails, or dots)
• Image zoom functions on hover or click
• Product title is clear and descriptive
• Price is prominent; compare-at price shows strikethrough if on sale
• All variants work and update price/image correctly
• ATC button works and provides visual confirmation
• Description is formatted (headings, bullets, spacing)
• Shipping and returns microcopy visible near ATC
• Reviews display correctly with star ratings and customer photos
• FAQ section works (expand/collapse)
• Related products section loads
• Page loads in under 4 seconds

Product Page QA — Mobile:

• Images are swipeable with smooth transitions
• ATC button is easy to find (sticky or prominently placed)
• Variant selectors are tappable (min 44px)
• Description text is readable without zooming (min 16px)
• Price is visible without scrolling past the fold
• Reviews load and are readable
• FAQ works with tap
• Shipping/returns info visible without deep scrolling
• Page loads in under 4 seconds on cellular

Cart QA — Desktop:

• Product images, names, and prices display correctly
• Quantity selector works (increase, decrease, manual entry)
• Remove button works and updates cart instantly
• Cart total updates correctly when quantities change
• Free shipping threshold message displays correctly
• Discount code field is present and functional
• Checkout button is prominent and leads to checkout
• Express checkout buttons appear and work
• "Continue Shopping" link is available
• No full-page reloads when updating quantities

Cart QA — Mobile:

• Cart items display clearly with images, names, and prices
• Quantity buttons are large enough to tap accurately
• Checkout button is visible and sticky
• Free shipping message is visible
• Express checkout buttons work
• Cart drawer opens and closes smoothly

Checkout QA — Desktop:

• Store logo displays at top of checkout
• Guest checkout works without account creation
• Email field accepts input and auto-fills
• Address auto-complete functions
• Shipping methods display with prices and timeframes
• Order total updates when shipping method changes
• All payment methods work
• Express checkout options visible and functional
• Order summary shows correct items, quantities, and prices
• Discount code field works
• Trust indicators visible (SSL, secure badge)
• Order confirmation page displays with order number

Checkout QA — Mobile:

• Input fields are large enough to tap and type
• Correct keyboard types appear (numeric for phone, email for email)
• Shipping method options are tappable
• Payment entry is smooth with no layout shifts
• Express checkout buttons work
• Order summary is visible or expandable
• Pay/Place Order button is clearly visible and tappable