| name | conversion-page-blueprint |
| description | The anatomy of high-converting Shopify product pages and home pages for Indian D2C — what goes where, the buying-psychology order, rich-description construction, and the per-page checklists. Used by store-manager when building or enriching any product page or the homepage. Never lay out a page by feel — follow this blueprint. |
Conversion Page Blueprint
A page is a salesperson: it must answer every question, handle every objection, and close the sale. Nothing on it is decorative — if an element doesn't sell, it shouldn't be there. Customers scroll in a predictable pattern, so the right thing must appear at the right moment.
This skill is the structure. The docs/design/shopify-ui-spec.md is the operator's Theme-Editor implementation guide — this skill is what store-manager applies when constructing the body_html, metafields, and section order. The products change; the layout does not.
1. Product page anatomy (the template — what goes in each slot)
Every high-converting product page follows the same vertical order:
| # | Slot | Contents |
|---|
| 1 | Hero media | Product image(s) — multiple angles or a GIF/short loop. First image preloads. |
| 2 | Title + Offer badge | Product title, offer badge (e.g., "BUY 1 GET 1", "SAVE ₹450") |
| 3 | Rating | ★ rating + review count (auto from Judge.me once it has data; hide if <5 reviews) |
| 4 | Price block | Sale price prominent, compare-at struck through, "Save ₹X / Y%" |
| 5 | Trust strip | Free Shipping · COD Available · Secure Returns — directly under price |
| 6 | Buy button | Full-width, "Order Now" / "Buy Now" / "Order COD" |
| 7 | Payment icons | UPI · Google Pay · PhonePe · COD — under the buy button |
| 8 | Feature block 1 | Feature headline (benefit-driven) + 2 lines of why-it-matters + image/GIF on one side |
| 9 | Feature block 2 | Second feature, image on the opposite side (visual rhythm). 2-3 feature blocks max. |
| 10 | Customer reviews | Pulled from the reviews app (Judge.me). Photo reviews where possible. |
| 11 | FAQ — common questions | The last-objection handler. 4-6 product-specific Qs. |
The richest content (feature blocks, GIFs, structured layout) is NOT built in the Theme Editor — it lives in the Shopify product Description field (body_html), which the theme renders as the Description block. store-manager constructs this; the operator just positions the Description block in Theme Editor.
2. The buying-psychology order (why the anatomy is fixed)
The sequence maps to how a human makes a purchase decision. Do not reorder.
| Stage | Element | Why it's there |
|---|
| Attention | Hero image | Brain processes images ~60,000× faster than text. The hero earns the first second. No strong hero → bounce. |
| Interest | Title + price + offer | Struck-through original makes the sale price feel like a win. Real urgency shifts the brain from browsing to evaluating. |
| Trust | Trust signals + payment icons | First objection is always "can I trust this store?" COD, returns, secure-payment icons answer it before it's asked. Critical in India. |
| Desire | Rich description + GIFs | Features don't sell; benefits do. "Non-slip rubber backing" = feature. "Stays put on wet floors — no more slipping" = benefit. Show, don't tell. |
| Validation | Reviews + photos | The buyer wants to buy but needs permission. "489 people bought this and love it" gives it. |
| Resolution | FAQ | The last holdout has one specific question. Answer it → they buy. Leave it → they "think about it" and never return. |
Every benefit headline must pass the feature-vs-benefit test: rewrite any spec as what it does for the customer. If the line describes the product, rewrite it to describe the customer's better life.
3. Rich description construction (the body_html method)
The description is a mini landing page inside one field — never a plain paragraph.
Structure (this is what store-manager writes into body_html; aligns with the structured-description batch already shipped):
- Trust badge strip (Fast Dispatch · COD · 7-Day Return · GST Included)
- Why you'll love it — 4-5 benefit bullets (verb/adjective-led, benefit not spec)
- How it works — exactly 3 steps, effortless-sounding
- Feature blocks — each: benefit headline + 2 lines + an image/GIF brief
- Specifications — table;
[OPERATOR: confirm] for unknowns, never fabricate
- What's in the box
- Shipping & payment — pan-India 4-7d, free prepaid ≥₹499, COD note
- Returns & warranty — 7-day no-questions
- FAQ — 4-6 product-specific (sizing, COD, delivery, returns, + product-specifics)
- "Last updated: "
Semantic HTML only — h2/h3, ul, table, details/summary, strong, em. No inline styles (themes strip them). No script/iframe.
4. AI prompt — product description (canonical reference)
When generating a description from a product link/details, this is the gold-standard prompt pattern. store-manager self-executes it using known product data + the store's English-only brand voice (it does not interrogate the operator unless data is genuinely missing):
Before writing, establish: (1) product name + what it does, (2) target customer — age, lifestyle, the problem they have, (3) top 3-5 features, (4) price point + offers (BOGO / discount / free shipping), (5) brand tone. Then write a description structured as: for each of 3-5 features — a benefit-driven headline (e.g. "Stays put on wet floors", not "Non-slip rubber backing") + 2 lines on why the customer should care + a suggested image/GIF beside it. Also produce: a compelling title with an offer hook; 3-4 pre-purchase FAQ Qs with answers; a ≤160-char SEO meta description. Rules: benefits not features (the customer doesn't care it's made of X — they care what it does for them); tone matches the brand; every sentence either builds desire or removes doubt — nothing else.
Always edit AI output. It doesn't know real shipping times or real customer pain. Replace generic claims with specifics. Brand voice for EcomBudgetStore = English-only, India-aware, warm, value-focused (per prior decisions in this harness). No medical claims.
5. Home page anatomy + section order
| # | Section | Rule |
|---|
| 1 | Announcement bar | One line, ≤10 words. Best offer or shipping promise. |
| 2 | Hero | Headline ≤6 words, memorable, not generic ("One foam. Every room."). Supporting line ≤20 words (what you sell + why it matters). One CTA. 3-4 trust indicators with specific numbers. |
| 3 | Trust metrics | Must appear before the first product section. Real numbers only; if none yet, use "100+" and replace with real within 30 days. |
| 4 | Featured collection | Products within the first 2 scrolls. Linked to real collections. |
| 5 | How it works | 3-4 dead-simple steps. One-word title + one-line each. Effortless. |
| 6 | Use cases | 4-6 situations the customer uses the product. Short label + one sentence. Become image labels. |
| 7 | Reinforcement banner | Bold brand claim ≤8 words ("India's #1 ___") + supporting line + CTA with price. |
| 8 | Why choose us | 3-4 specific differentiators. Headline + 2 lines each. Specific, not "premium quality". |
| 9 | Reviews | Social proof before footer. Hide if no reviews. |
| 10 | FAQ | 5 product-specific Qs (not generic policy). |
| 11 | Footer | 4-column: Shop / Help / About / Connect + WhatsApp. |
Headlines everywhere: 3-6 words max. "Premium quality" / "best in class" are banned — be specific or say nothing. Every brand section must earn the product section after it.
6. AI prompt — homepage content (canonical reference)
Establish: what the store sells (niche, types, count); target customer; what makes it different from Amazon/Flipkart (speed/quality/curation/price/expertise); brand personality; current offer; the one FEELING a visitor should have; how the product works (3-4 steps); 4-6 use occasions. Then generate, in exact order: Announcement bar (≤10 words) · Hero (headline ≤6 words + supporting ≤20 + CTA + 3-4 numbered trust indicators) · How it works (3-4 one-word-title steps) · Use cases (4-6 label + sentence) · Reinforcement banner (≤8-word claim + line + CTA with price) · Why choose us (3-4 headline + 2 lines) · FAQ (5 product-specific). Rules: headlines 3-6 words; "premium quality"/"best in class" banned; trust metrics must be REAL (else "100+" placeholder, replace in 30 days); make someone STOP scrolling.
store-manager (with india-localizer for language) self-executes using EcomBudgetStore facts. Two different stores must produce different output — never template-feel.
7. Indian-compliance + merchandising notes
- Country of origin is required on every product for Indian compliance — set it.
- Inventory tracking ON; realistic quantities per location (per
inventory-thresholds skill — 50-200 normal range).
- SKU = internal product code; use supplier code or our own scheme (e.g., NF-022).
- Cost per item field — track product + shipping + packaging so true margin is visible after gateway fees + RTO.
- Shipping — set package size + weight (shipping partners rate on this).
- Bulk editor — Products → select → Edit, for >10-product price/status/channel changes (respect
docs/limits.md mass-update approval cap).
8. Product page checklist (store-manager verifies before un-drafting any SKU)
9. Homepage checklist
Anti-patterns
- ❌ Plain-paragraph descriptions (no structure = no desire built)
- ❌ Features stated as specs instead of benefits
- ❌ Generic hero ("Welcome to our store", "Premium quality products")
- ❌ Trust metrics that are invented numbers (use "100+" honestly until real)
- ❌ Reordering the psychology sequence (e.g., reviews above price)
- ❌ Reusing identical homepage copy another store could use verbatim
- ❌ Building rich layout in Theme Editor instead of the Description field
