A really good shopper experience is this :

• Shopper goes somewhere and can easily find lots of products that closely match the thing he wants to buy.
• Shopper filters all the 'close matches', learning, refining and narrowing in.
• Shopper chooses 'The One' from a page of many choices
• Click. Shopper is on the page where he can buy the exact one that he just chose.
• Click. Checkout. Success.

That workflow is ideal for the shopper and great for the seller, too.

So now take a look at the product page on your store.

A confident product page is one that declares 'Here it is. Perfect. Buy this one.' This 'confident' page will have lots of white space, a dominant 'buy now' button and only information that reinforces 'this is the one' (things like 'in stock' and 'ship this free' and 'BillMeLater').

The opposite is a page that shrieks of 'You probably won't want this one, so let me show you some other things I sell. Here, look at related products. Look at all my other categories of things to buy. I won't show you shipping costs, since you almost certainly aren't going to buy anyway. Here, just in case I haven't talked you out of it - see how nobody has written any reviews?'