E-commerce and product pages
With a handful of products, every page matters and most were written in an afternoon from the supplier's description. The customer wants to know whether it will fit, what it really costs to get it, and what happens if it is wrong.
With a large catalogue, nobody can hand-write every page, so the choices that matter are the templates, the product data and the category pages. Get those right and ten thousand pages improve at once. Get them wrong and ten thousand pages fail in the same way.
Three minutes, twelve questions, no email needed to see or copy your result.
What we do on a shop's product pages
Judged by what the pages sell, not by how they look.
Where we come in
Product pages fail quietly, because the visitor leaves and does not say why. Usually it is one of these.
At scale, product pages fail in patterns, and the pattern is where the work is. Usually it is one of these.
The same paragraph is on every other shop that stocks it, so search sees it as copied and the buyer sees nothing that is yours. The page needs to answer the questions you get by email, in your words.
The price on the page is not the price people pay, and they find out on screen two. Putting the delivery cost on the product page is free, and some of those people come back.
A photograph of a testimonial, or a star rating with nothing behind it. A few real reviews with the buyer's name and what they bought do more than a dozen stars.
Inconsistent titles, missing sizes and a colour called something different on every product. Filters cannot work on data like that, search cannot find it, and the shopping feed rejects it.
Fourteen filters, none of which match how people shop, and a result count of zero after the third click. A category page should help somebody choose, and not just list what you stock.
A heading, a grid and a paragraph written for search at the bottom. The buyer's real question is which of these is right for me, and nothing on the page tries to help.
The product page lab
Set five controls to match a product page you have now, then change them one at a time. The fold line moves with your choices and the answers on the first screen are counted. It is an argument about clarity and not a test of your page.
Five decisions. Every one is a content or template change.
Photographs
The delivery cost
Reviews
Returns
The description
Nothing here is stored, sent to TWV Media or used to look up your shop. It runs entirely in your browser.
An invented product from an invented shop. Every name and figure on the mock page is a sample.
The product page scorecard
It scores the pages as a buyer would: can they answer their own questions, can they trust what they see, can they find the right product, and can you tell what is working. Your answers stay in this browser.
What we actually do
You can bring us in for the whole range or the few pages currently costing you sales. Either way, one senior person stays responsible for it rather than a rota.
The order things appear in, drawn for a phone first: photographs, price with delivery, the one reassuring line, the button, then the detail. One template that works across the range.
Titles, sizes, colours, identifiers and categories made consistent, so filters, search and the shopping feed all work from the same clean source.
Pages built around how people choose, with the sensible default sort, the filters people use and a short buying guide where the choice is hard.
The answers to the three questions that stop buyers, placed where the doubt happens and written so that nobody has to read terms and conditions.
Collecting reviews from real buyers, showing them where they help and answering the critical ones in public. Nothing fabricated, and nothing removed for being honest.
Which pages are looked at and not bought from, which products sell with which, and what a page earns per visit. Reviewed monthly, with one change at a time.
What a better page is worth
Product pages are judged by one early step: how many visitors add the product to the basket. This sum shows what one extra point of that is worth, using your own numbers. It does not predict that you will win it, only what is at stake.
One point is added to the share of visits that add to the basket, so six per cent becomes seven. That is a large step when you start low, and a small one when you already do well. It is a unit for comparing, not a promise.
A page that answers the question before it is asked is the cheapest salesperson in the shop.
How it runs
Every stage produces something you own and could hand to somebody else. Nothing is held hostage and there is no long contract behind it.
Your inbox, your returns and your search terms show what buyers need to know. That list becomes the brief for every page.
One page layout, drawn for a phone, and product data made consistent, so the improvement reaches every product at once.
The twenty products that make most of the money get written photographs, specifics and reviews that suit them.
Which pages earn per visit and which are only looked at, with one change at a time and a monthly review that starts at gross profit.
For a shop that gets visits and not enough orders, and wants a straight answer about which pages are failing.
We redesign the product page and the data behind it, so the improvement lands across the whole range.
For shops that want the catalogue kept sharp without hiring a merchandiser.
Before you ask
A photograph, the name, the price with delivery made clear, a sign that real people have bought it, the button and the one line about returns. Everything else can wait. The lab above lets you see the effect of each choice on a phone-sized screen.
As many as it takes to answer the questions a buyer would ask in a shop: how big is it, what does it look like in use, what does the detail look like. For most products that is four to six. For a simple product, three good ones beat ten indifferent ones.
For most shops, yes, and the way they appear matters as much as how many there are. A handful of real reviews, with names and what was bought, tends to build more trust than a perfect rating with nothing behind it. Never fabricate them or filter out the honest ones.
Not as it stands. It is on every other site that sells the product, so it gives search no reason to choose yours and gives buyers nothing that is yours. Use it as the starting point for facts, then answer the questions people actually ask you.
By fixing the template and the data first, then writing by hand only where it pays: the products that make most of the money and the categories where the choice is hard. Thousands of products cannot be written one at a time, so the system has to be right.
Yes, and on others. The principles are the same on every platform, and the platform decides how the work is done. We have pages on Shopify and WooCommerce that cover the platform side.
Often, indirectly. Pages that answer real questions, with clean data and original descriptions, give search more to work with and people more reason to stay. We would not promise a ranking, and our search page covers that side.
We direct it. We write the shot list, brief the photographer and check the results against what the buyer needs to see. The content and photography page covers how that works.
No. The product page lab, scorecard and basket sums run in your browser. Nothing is sent to us, nothing looks up your shop, and everything disappears when the tab closes. If you copy your score, that copy goes to your own clipboard. Our privacy notice covers the rest of the site.
Platform and feed specifics on this page were last reviewed in October 2026. If something here no longer matches what you are seeing, tell us and we will correct it.
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Send us your best selling product page before the call and we will have read it on a phone as a stranger would and checked what the data behind it looks like. You get the first thing we would change and why, whether or not you ever hire us.
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