Your Add to Basket (ATB) rate is one of the most important ecommerce metrics—it shows how effectively your product pages convince visitors to take the next step. Understanding and improving it can dramatically increase your conversions and revenue without needing more traffic.

Shoppers go through three key stages before committing: awareness, consideration, and decision. Knowing what they’re looking for at each stage helps you design product pages that answer their questions, build trust, and remove friction.

Your product page isn’t just another webpage—it’s the make-or-break moment for your sales. Here, we’ll break down the essential elements that turn casual browsers into confident buyers.

The Buy Area (where price, CTA, and key info sit) is the most critical part of your product page. Learn how to design and position it so customers feel guided, reassured, and ready to click “Add to Basket.”

Images sell. High-quality, detailed, and varied product images help customers picture themselves owning the product, reduce doubt, and boost trust. We’ll cover the best practices for creating visuals that drive action.

Words matter. Well-crafted descriptions highlight benefits, answer common objections, and persuade shoppers to act. Combined with authentic customer reviews, they become a powerful sales tool.

Unexpected costs or unclear policies are top reasons for cart abandonment. Clear, upfront shipping and returns information builds trust, reduces hesitation, and gives shoppers the confidence to buy.