A Shopify product page is six blocks, each with one job. Above the fold makes the offer understood in five seconds. The proof block makes it believed. The objection block answers every reason not to buy. The offer block makes the best-value option obvious. The brand block gives the buyer something to belong to. Technical hygiene keeps nothing mechanical between intent and purchase.
Above the fold needs a headline stating the outcome, a subhead naming the buyer and the objection it kills, one in-use image, price and variant selector, the buy button, and a single trust cue. Everything else can wait for the scroll.
In most audits the failure is language and order, not visual design. Rewrite before you redesign — a redesign hides the diagnosis because too many variables change at once.