A shopper deciding whether to buy needs to know when the order can arrive and what delivery costs. A policy link in the footer leaves that question unanswered at the moment it matters.
Check your store
Open your three most-visited product pages on a phone. Without opening another page, can you find the delivery estimate, shipping price or threshold, and any destination restrictions? Check a real destination in each market you serve.
Make one change
Add one accurate delivery line beside the buy button. Use the rates and fulfilment timings your store can actually support. Link to the full shipping policy for exceptions.
What this looks like
Example only: Dispatches in 1-2 working days. UK delivery £3.95; free over £60. Confirm these details against your own operations before publishing.
Measure with care
Watch product-page-to-cart rate and revenue per visitor. If you change a free-shipping threshold, include shipping subsidy and gross margin in the decision.
Done when
A shopper can understand delivery timing and cost without leaving the product page.
PLAY 02
Make the next tap obvious on mobile
A useful product description cannot help if popups, sticky banners or unclear options block the route to adding the right item. Walk the page as a first-time shopper would.
Check your store
In a private mobile browser, open a product, choose a variant and add it to the cart. Dismiss only what a customer would need to dismiss. Check that selected options, stock status and the button's result are clear.
Make one change
Remove one obstruction from the buying path: a banner covering the button, an unclear size selector, or a cart confirmation that hides the next step. Keep essential consent controls usable.
What this looks like
Instead of an unexplained disabled button, show: Choose your size. After adding an item, confirm the selected size and offer a clear View cart action.
Measure with care
Compare mobile add-to-cart rate and cart-to-checkout rate. Check errors and accessibility as well as clicks; more clicks alone do not prove a better purchase journey.
Done when
Someone can select the right item and reach the cart on a phone without assistance.
PLAY 03
Answer the question that holds the purchase up
The missing answer changes by product. For clothing it may be fit; for skincare, ingredients; for homeware, dimensions. Put the answer where a shopper needs it rather than adding more general copy.
Check your store
Read recent support questions and reviews for your best-selling product. Group repeated questions, then check whether the product page answers the most common one in plain language.
Make one change
Add a short answer to the most repeated buying question near the relevant choice. Include the evidence: a size chart, dimensions, ingredients list or a useful product image.
What this looks like
Illustrative apparel answer: Between sizes? Compare your measurements with the size chart before choosing. Use your actual garment measurements and fit guidance.
Measure with care
Track conversion for the affected product and support contacts about that question. Review return reasons too, so extra orders do not hide a worse fit decision.
Done when
The most common pre-purchase question has a specific, easy-to-find answer.
PLAY 04
Make returns clear before checkout
Uncertainty about returns can make a purchase feel risky. A concise summary helps shoppers understand the commitment while the full policy carries the detail.
Check your store
On a product page and in the cart, look for the return window, item conditions, who pays return postage and relevant exclusions. Compare the summary with your current policy.
Make one change
Add a short returns summary and a visible link to the full policy. Be explicit about final-sale items, hygiene exclusions or personalised products where relevant.
What this looks like
A useful format: Return window / condition required / return postage / exclusions. Fill it with your actual terms; do not imply free returns if customers pay.
Measure with care
Watch checkout starts and completed orders alongside return rate, refund cost and support questions. A clearer policy should set an accurate expectation.
Done when
The summary and full policy agree, including costs and exclusions.
PLAY 05
Remove surprises from the cart
The cart is where shoppers check what they are committing to. Unexpected charges, unclear discounts or lost selections can interrupt a purchase even when the product page did its job.
Check your store
Add a product and a variant, apply a valid discount, change quantity and continue to checkout. Check your main shipping markets. Compare the cart subtotal with the final payable total and explain differences.
Make one change
Fix the first avoidable surprise you find. Show known shipping costs or explain when they are calculated. Make discounts, quantities and selected variants easy to review.
What this looks like
If shipping depends on address, say Shipping calculated at checkout and link to the rates. If duties may apply, explain them before payment using your actual market settings.
Measure with care
Track cart-to-checkout and checkout completion by device and market. Check revenue per visitor and margin if the change affects discounts or delivery costs.
Done when
The shopper can explain the total and verify the items before paying.
PLAY 06
Give the product room to load
Large images and unnecessary scripts can delay the moment a shopper can see and use a page. Improve the real experience on your important pages before chasing a score.
Check your store
Review Shopify's web performance reporting and test a top product page on a phone. Look for delayed main images, shifting controls and sluggish taps. List apps loading scripts on that page.
Make one change
Choose one evidenced bottleneck. Serve an appropriately sized main image, avoid lazy-loading the first visible product image, or remove a redundant app embed after checking its purpose on a duplicate theme.
What this looks like
Load the visible hero image promptly. Lazy-load images farther down the page. Test cart, variants and analytics after changing any app or script.
Measure with care
Compare real-user LCP, INP and CLS where available. Check purchases and errors too. A single lab run varies and cannot establish a conversion improvement.
Done when
The change improves the identified loading or interaction problem without breaking the buying path.
PLAY 07
Choose one change and measure the result
A list of observations is a starting point. Store data helps you choose what deserves attention; a fair comparison helps you understand whether the change helped.
Check your store
For each issue, note the affected pages, relevant traffic, evidence, effort and risk. Identify the event you want to improve and the business metric that must not get worse.
Make one change
Write a one-change brief: observation, proposed change, primary metric, guardrail, owner and review date. Use a controlled test where traffic supports it. With low traffic, use cautious before-and-after evidence and record other changes.
What this looks like
Hypothesis: a clear delivery line reduces uncertainty. Change: add the current delivery promise beside Add to cart. Primary metric: revenue per visitor. Guardrails: margin, refunds and checkout errors.
Measure with care
Choose the measurement plan before launch. Do not call a winner from a few orders or repeated peeking. Record an inconclusive result honestly and check promotions, traffic mix and seasonality.
Done when
One approved change has a written measurement plan and an owner.
Original Liftable guidance, informed by the sources above. Examples are illustrative. Outcomes depend on your store, traffic and implementation. Not affiliated with Shopify.
7 ways to turn more Shopify visitors into customers · Liftable