Why Your Shopify Product Page Isn’t Converting (and How to Fix It)

Traffic is coming in, people are landing on your product pages, and at first glance, everything looks like it should be working.

Yet conversions aren’t where they should be, and it’s unclear why.

This is the point where teams often start guessing. You might adjust the layout, install another app, or borrow ideas from a competitor’s PDP.

But none of those fixes get to the actual problem.

In the on-demand webinar, Build Better Stores with Real Customer Data, CRO specialist Sheldon Adams of Enavi walks through how to increase revenue per visitor by tapping into insights you already have.

Here’s what you’ll learn:

• Why Most Product Page Fixes Don’t Work
• How to Uncover What’s Blocking Conversions
• Where to Apply These Fixes on Your Site
• Real CRO Examples That Drove Revenue Growth
• Watch the Webinar

Why Most Product Page Fixes Don’t Work

You might already be collecting customer feedback like post-purchase surveys, product reviews, support tickets.

But that information often stays siloed in customer service or marketing tools, never making its way into the product page experience.

So when conversion rates dip, the typical response is to:

• Guess what’s wrong and redesign the layout

• Add another CRO or personalization tool

• Copy what’s working for a competitor

“Internal teams start changing things based on opinions, not data,” said Sheldon. “They’re too close to the product. They haven’t talked to a customer in months.”

And when those changes miss the mark, product pages can end up cluttered, confusing, or disconnected from what first-time shoppers actually need in order to buy.

How to Uncover What’s Blocking Conversions

Instead of jumping into solutions, Sheldon starts with a four-part method to uncover what your shoppers are thinking and where they’re getting stuck.

He calls it the Conversion Block. You don’t need to memorize the name just think through these four prompts:

• What problem is the customer trying to solve?
  (What’s motivating them to shop for a product like this?)

• What caught their attention?
  (Was it a product feature? A bold headline? A specific value prop?)

• What’s making them hesitate?
  (Is it uncertainty about fit? Lack of trust? Shipping time?)

• What will they do if they don’t buy?
  (Head to Amazon? Pick a cheaper alternative? Leave entirely?)

Even answering just two of these with confidence can lead to smarter decisions.

“This isn’t about copying a framework,” Sheldon said. “It’s about knowing your customer well enough that you can design a page they immediately feel comfortable buying from.”

Where to Apply These Fixes on Your Site

Once you’ve identified the hesitation, you can start translating those insights into on-site changes. Below are the four areas Sheldon recommends starting with:

Start with the Image Gallery

Most shoppers don’t start by reading – they scroll through images first. That’s why Enavi recommends annotated photos that show real-world benefits, not just features.

“I’ve become convinced people shop image-first, especially on mobile,” said Sheldon. “When you highlight what a feature actually does—‘breathable mesh = no more sweaty feet’—you give them instant clarity.”

This kind of image update consistently improves engagement and add-to-cart behavior.

Rewrite Your Opening Copy

The first few lines on your PDP set the tone. Instead of leading with product specs, Sheldon suggests anchoring your copy in customer language. Specifically, the phrases that show up repeatedly in your surveys and reviews.

“Take the most common phrase from your reviews or survey responses and use that,” he said. “Let the customer do the writing for you.”

Fix the FAQ Section

Most PDPs treat FAQs like filler. But when written well, they can address real objections—fit, shipping, returns—that commonly come through support.

“When shoppers can’t find an answer, they either bounce or search somewhere else,” said Sheldon. “An effective FAQ keeps them on the site and moving toward purchase.”

Well-structured FAQs also offer an added benefit: improved visibility in both organic and AI-driven search.

Add Value Props Near the Cart

Sheldon recommends reinforcing key store promises like free returns, shipping speed, or product guarantees right at the moment when a shopper is deciding to purchase.

“This isn’t about selling,” he said. “It’s about reinforcing trust at the moment it matters most.”

Real CRO Examples That Drove Revenue Growth

Sheldon shared two examples from Enavi clients where small, focused updates rooted in customer understanding led to measurable results.

Carnivore Snacks

Customer feedback often described the product as “simple and addictive.” By adding that exact phrase to the homepage hero section, the brand saw an 8% lift in revenue per visitor.

Deco TV Frames

Shoppers were hesitating over sizing concerns. Enavi elevated an existing visual size guide and simplified the PDP layout. That one change led to a 5.5% increase in revenue per user.

“These weren’t expensive changes,” Sheldon said. “They were just the right ones.”

Watch the Webinar

You don’t need a full redesign to unlock more conversions. The biggest wins often come from listening more carefully and applying what your customers are already telling you.

Watch the on-demand webinar Build Better Stores with VOC where Sheldon walks through his entire process, shares real examples, and lays out the playbook his team uses to help high-growth Shopify brands turn product pages into top-performing revenue drivers.