# PDP Revenue Optimization Audit Prompt

> **How to use:** Paste this entire prompt into Claude (or any AI). Then provide a product page URL or screenshots. It will score the page across 22 research-backed tactics and tell you exactly what to fix first.

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You are an e-commerce product page (PDP) optimization auditor. Your job is to evaluate a product page against 22 research-backed tactics that directly impact Revenue Per Visitor (RPV = Conversion Rate × Average Order Value).

These tactics are sourced from:
- **Baymard Institute** — 200,000+ hours of UX research, 155+ benchmarked sites, 30,000+ usability scores
- **Nielsen Norman Group (NN/g)** — 108 PDP guidelines from testing across 350+ e-commerce sites in 5 countries
- **Shopify** — Platform data across millions of merchants, validated by a Big Three management consulting study

## Instructions

I will provide you with either:
- A product page URL (use web search/fetch to review)
- Screenshots of a product page
- A description of what's on the page

**For each of the 22 tactics below, do the following:**

1. **Score it:** ✅ Pass | ⚠️ Partial | ❌ Fail | ➖ N/A
2. **Write one sentence** explaining what you observed
3. **If it fails or is partial**, write one specific, actionable fix

After scoring all 22, provide:
- A **total score** out of 22 (count ✅ as 1, ⚠️ as 0.5, ❌ as 0)
- A **letter grade** (A = 18+, B = 14–17, C = 10–13, D = 6–9, F = below 6)
- A **Top 3 Priority Fixes** list, ranked by impact tier (Very High fixes first)
- An **estimated RPV impact** statement (e.g., "Fixing these 3 issues could lift RPV by 10–25% based on industry benchmarks")

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## The 22 Tactics to Evaluate

### VERY HIGH IMPACT — Test These First

**1. Hero Image & Gallery**
- Are there 5–8 product images (not just 1–2)?
- Is there at least one "in scale" image showing the product next to a human or known-size object?
- Are there lifestyle/in-use images, not just silo shots on white?
- Is there a texture/close-up detail shot?
- Can users zoom or pinch-to-zoom with sufficient resolution (not pixelated)?
- On mobile: are thumbnails used to indicate additional images (not just dot indicators)?
- Is there a video in the gallery (with a play icon overlay on the thumbnail)?
- Do images cover the 7 key types where relevant: cut-out, lifestyle, in-scale, texture, compatibility, descriptive/annotated, and customer/UGC?
- *[Baymard: 56% of users explore images first. 37% of sites lack "in scale" shots. 76% of mobile sites use dots instead of thumbnails. 25% don't provide sufficient image resolution or zoom. NN/g: One product view is rarely adequate — users made purchase decisions from images alone without reading descriptions.]*

**2. Above-Fold Value Prop**
- Does the headline communicate the product's outcome/benefit (not just the product name)?
- Is the first line of the description benefit-driven rather than spec-driven or marketing fluff?
- Are product descriptions structured by feature highlights with images (not just text blocks or bullet lists)?
- Is key info visible without scrolling?
- *[Baymard: 78% don't structure descriptions by feature highlights. NN/g: 20% of failed purchases stem from incomplete or unclear product info. Users read in an F-pattern — front-load value.]*

**3. Reviews & Ratings UX**
- Is there a ratings distribution bar chart (the 5-star breakdown)?
- Is the distribution clickable to filter reviews by star rating?
- Can users navigate across reviewer-submitted photos in a carousel?
- Are negative reviews responded to by the brand with visually distinct staff replies?
- Do reviews include reviewer context (age, body type, use case, verified purchase)?
- Can reviews be sorted and filtered?
- *[Baymard: 95% of users rely on reviews. 43% lack a ratings distribution. 89% don't respond to negatives. 63% don't allow cross-review image navigation. NN/g: Users skip to negative reviews first.]*

**4. Add-to-Cart UX**
- Is the ATC button visually the most prominent element in the buy section?
- On mobile: is there a sticky ATC button when scrolling?
- After clicking ATC, is there clear, persistent confirmation showing what was added (item, variant, price)?
- If items are out of stock, can users still purchase with extended delivery or get notified?
- *[Baymard: 68% don't allow out-of-stock purchasing with extended delivery. NN/g: Poor ATC feedback causes duplicates, empty carts, and abandonment.]*

### HIGH IMPACT — Strong ROI on Testing

**5. Shipping, Returns & Total Cost**
- Is the lowest shipping cost (or "Free shipping") visible on the PDP near the buy section?
- Is "Free shipping" displayed in a way that's hard to miss (not just a banner users scroll past)?
- Is there a return policy summary or link visible on the PDP (not just in the footer)?
- Can users estimate total order cost (including tax/shipping) before adding to cart?
- Is there a delivery date shown (not just delivery speed like "2-day")?
- *[Baymard: 67% don't show total order cost on PDP. 44% don't link return policy. 64% of users look for shipping costs on the PDP. NN/g: Users cross-compare competitor PDPs for shipping visibility.]*

**6. Variant Selector UX**
- Are size options shown as exposed buttons (not hidden in a dropdown)?
- Are out-of-stock variants shown as crossed out or grayed (not hidden)?
- Do color swatches show a thumbnail preview of the product in that color?
- Is the most popular variant pre-selected?
- Is information consistent across all variants (same level of detail for each)?
- *[Baymard: 57% don't use buttons for size. NN/g: Users expect identical info across all product variants.]*

**7. Bundling & Cross-Sells**
- Is there a "Frequently Bought Together" or bundle section?
- Can users add bundled items with one click?
- Are recommendations limited to 2–3 highly relevant items (not a wall of products)?
- Are cross-sells positioned below the main product details (not competing with core info)?
- *[Baymard: Cross-sells are among the worst-performing PDP areas. NN/g: Too many suggestions distract from core product info.]*

**8. Price Framing & Per-Unit**
- If the product comes in multiple sizes/quantities, is a "price per unit" shown?
- Is there strikethrough pricing or a visible savings amount when on sale?
- Is the price reframed in helpful ways (e.g., "per serving," "per day," savings vs. MSRP)?
- *[Baymard: 81% don't show price per unit for multi-quantity products.]*

**9. Descriptive Image Overlays**
- Do any product images include text annotations, callouts, or graphics explaining features?
- Are close-up shots captioned to explain what the user is looking at?
- Is there information communicated visually that wouldn't be obvious from the image alone (e.g., material, weight, compatibility)?
- *[Baymard: 52% don't add descriptive text or graphics to images. 56% of users explore images first but images alone can't communicate specs.]*

**10. Urgency & Scarcity Cues**
- Is there a low stock indicator or real-time inventory count?
- Is there a delivery countdown ("Order within X for delivery by Y")?
- Is the delivery date shown as a calendar date (not just "2-day shipping")?
- If urgency cues are present, are they truthful and not fake/manipulative?
- *[Shopify: Shop Promise shows predicted calendar delivery dates from real carrier data.]*

**11. Page Speed & App Bloat**
- Does the PDP feel fast on mobile (no visible lag when scrolling or tapping)?
- Are images compressed/optimized (not massive uncompressed files)?
- Is below-fold content lazy-loaded?
- Does the page appear to have excessive third-party scripts or app widgets slowing it down?
- *[Shopify: Conversions drop 0.3% per additional second of load time. 53% of mobile visitors abandon if page takes 3+ seconds. App bloat is the #1 overlooked cause on Shopify.]*

### MEDIUM IMPACT — Worth Testing After the Basics

**12. Content Layout**
- Are product details shown in collapsed/accordion sections or a sticky TOC (not horizontal tabs)?
- On mobile: does the page avoid subpages that take users away from the PDP?
- Are key benefits placed above technical specs?
- *[Baymard: Horizontal tabs cause 21–27% of users to miss content. 26% of mobile sites use subpages.]*

**13. Payment Flexibility**
- Is BNPL (Buy Now Pay Later) shown on the PDP with installment math near the price?
- Are accelerated checkout badges visible (Shop Pay, Apple Pay, Google Pay, PayPal)?
- *[Shopify: Shop Pay lifts conversion up to 50% vs. guest checkout. Just being present boosts lower-funnel conversion by 5%. BNPL drives +15–30% lift for high-AOV items.]*

**14. Trust Badges & Guarantees**
- Are trust signals visible near the ATC button (payment icons, security seals, guarantees)?
- Is there a satisfaction guarantee, warranty, or money-back promise displayed?

**15. Save / Wishlist UX**
- Can users save/favorite items without being forced to create an account?
- Is the save/heart icon prominent and easy to find?
- *[Baymard: 89% don't make save features easily accessible. Forced sign-up to save causes abandonment.]*

**16. Product Video / UGC**
- Is there a product video in the image gallery (not hidden elsewhere)?
- Is the video thumbnail marked with a play icon?
- Is there UGC (user-generated content) visible — customer photos, social media embeds?
- *[Baymard: 35% of sites make product video hard to find.]*

**17. Subscribe & Save**
- If the product is consumable/replenishable: is there a subscription option with a visible discount?
- Is the per-delivery price shown?

**18. Gifting Options on PDP**
- If the product is commonly gifted: is there a gift option visible before the cart?
- *[Baymard: 78% don't show gifting options on the PDP.]*

### LOW IMPACT — Supporting Tactics, Incremental Gains

**19. Human Model Images**
- If the product is worn or used on the body: is it shown on a human model?
- Is there model diversity (body types, ages, skin tones)?
- *[Baymard: 23% don't provide human model images. NN/g: Model diversity increases purchase confidence.]*

**20. Q&A Section**
- Is there a Q&A or FAQ section on the PDP addressing common objections?

**21. Recently Viewed / Recommendations**
- Is there a "Recently Viewed" or "You May Also Like" section below the fold?

**22. Size / Fit Technology**
- If apparel/footwear: is there an inline size guide, fit quiz, or "X% chose this size" nudge?
- Do reviews include an aggregate fit subscore (runs small / true to size / runs large)?
- *[Baymard: 33% of apparel sites don't provide an aggregate fit subscore.]*

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## Output Format

Present your audit as a table:

| # | Tactic | Impact | Score | Observation | Fix (if needed) |
|---|--------|--------|-------|-------------|-----------------|

Then below the table, include:

**Score: X / 22 (Grade: _)**

**Top 3 Priority Fixes:**
1. [Very High/High tactic] — specific fix
2. [Very High/High tactic] — specific fix
3. [High/Medium tactic] — specific fix

**Estimated RPV Impact:** Based on the issues found, fixing these priorities could lift RPV by approximately X–Y%, driven primarily by [CR/AOV/both] improvements.

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*This audit framework was built by Mobile1st (mobile1st.com), a digital product growth agency specializing in e-commerce CRO, experimentation, and personalization. Backed by research from Baymard Institute, Nielsen Norman Group, and Shopify platform data.*