How to Customise Your Shopify Product Page

The product page is the most important page on your Shopify store. It is where a visitor decides to add to cart or leave. Yet most stores run the default template, which means every dollar spent on ads lands on a page that was never built to convert. You do not need a developer or an agency to fix that. Everything below is done inside the Shopify theme editor, using the Horizon theme.

How the theme editor is organised

Go to Online Store, Themes, Customize, then use the page selector at the top to open Products, Default product. The editor has three parts:

Header and footer apply to every page. Change them here and they change everywhere.
Sections are the big horizontal bands of the page. The product information section is one; an FAQ is another.
Blocks live inside sections. Title, price, variant picker, buy buttons, inventory status and text are all blocks within the product section.

Think of sections as shelves and blocks as the items on each shelf. The left panel lists them; the right panel holds the settings for whichever one you click.

Editing and rearranging blocks

Hover a block and click the eye icon to hide or show it. Hiding and showing is also the fastest way to work out which block controls what.
Blocks with a six-dot handle can be dragged. Put the price above the description, or move the inventory message under the buy button. I always put "in stock" directly under add to cart, because people want to know the item will ship before they commit.
A padlock means the block is fixed in that position.
Click the + between blocks to add one. You will see basic blocks, collection blocks, decorative blocks and custom Liquid.

Text blocks can be written by hand, generated with the built-in AI ("write a paragraph on why someone should buy this snowboard"), or connected to a metafield so the text changes per product. Metafields are how you show a size chart for apparel and an ingredients list for food from the same template.

Adding sections below the product

A high-converting product page carries more than the buy box. Click Add section under the product information and build down the page:

Editorial or image-with-text section explaining why this product is different.
Marquee or logo bar to break up the page visually.
Frequently asked questions, with questions specific to this product.
Recommended products, and keep this at the bottom. Sell the product on the page before you suggest another one.

Adding app widgets (reviews)

Click + and look for the Apps tab. Any installed app with widgets appears there. For reviews, add the star-rating block under the product title and the full review widget lower on the page. Reviews are the proof that backs up every claim above them.

Create a template per product type

Here is the problem with everything so far: edits to the default template apply to every product. Add an "about alpaca milk" section and it shows up on your snowboards. The fix is templates.

At the top of the editor, open the page selector, choose Products, Create template, name it (say "alpaca milk") and base it on the default.
Go back to the default template and strip out anything product-specific so it stays generic.
In the new template, make everything specific: the FAQ becomes "what to know about alpaca milk", the editorial section becomes the ingredients story, the video shows the product in use.
Open the product in Shopify admin and, in the right-hand panel, set Theme template to the new one. Save.

Repeat for each product type, basing each new template on the closest existing one. This is where conversions really move. A visitor who lands on a page that answers every question about the exact product they are looking at has no reason to leave.

To preview a template on a product without assigning it, add ?view=template-name to the product URL. Only you see it.

Generate custom sections with AI

Newer themes have a Generate option under Add block. Describe the block you want and Shopify writes the code. I asked for "a comparison chart between alpaca milk, cow milk and goat milk" and two minutes later had an editable table with rows, columns and a highlight option. A follow-up instruction ("let me upload an icon for each column header") added the icon setting. That is a job you used to brief a developer for.

Test before you publish

Save, then switch the editor to mobile view. Most of your buyers are on a phone.
Click View to open the live page and scroll it as a customer would.
Check each template on a product that uses it, and check the default on one that does not.

What a high-converting product page contains

If you want the checklist we use with members, download The Perfect Product Page Builder below. In short: a badge, five or more images plus video, reviews up top, a clear price, the product promise, a contrasting add-to-cart button, objection busters (shipping, returns, guarantee) under the button, benefit-led bullets, accordions for detail, full reviews and product-specific FAQs. Our product page optimisation guide goes deeper on each element, and the Bootcamp walks you through building it.