Product page optimisation attracts more opinion than almost any area of eCommerce, and most of it is untested. We keep a running meta analysis of every PDP test we have run so recommendations start from evidence rather than preference.
Consistent winners: above the fold delivery and returns clarity, review content positioned near the buy box, size or fit guidance in apparel, and image sequences that answer objections in order. Consistent non events: trust badge clusters, countdown timers on non scarce inventory, and most chatbot placements.
The interesting category is the conditional group. Financing messaging does almost nothing under $150 AOV and moves conversion meaningfully above $600. Comparison tables are decisive in electronics and irrelevant in beauty. Context is not an excuse, it is a variable you should be testing for.