How HelloBello built a reusable Shopify PDP template that converts

HelloBello, a popular subscription brand for freshly cooked dog food, turned to Instant to redesign the way they presented their products. The team wanted a product detail page (PDP) template that didn’t just list ingredients or options, but actually guided pet owners through a purchase decision.

Instead of pushing for a fast checkout, their PDP template is built to guide dog owners into using HelloBello’s feed advisor. This tool calculates a personalized daily ration based on a dog’s age, gender, and activity level, created in collaboration with veterinarians. By making the PDP a gateway to personalization, HelloBello turns product interest into a tailored subscription journey.

After designing their Shopify PDP template, they applied it across their 3 fresh dog food varieties. 

Here’s the story of what they built (and why it converts): 

Designing a custom Shopify PDP template: 

Each piece of the template is built to anticipate the buyer’s mindset. The flow moves from introducing the product, to building trust, to addressing concerns, and finally to highlighting the value of subscribing. The design feels clean, with no distractions, which makes the path to purchase easy to follow.

Because the template was built in Instant, HelloBello’s team has full control over every section. They can make changes quickly, test new layouts, or roll out updates across multiple products at once without relying on heavy development work.

For Shopify Plus brands, this approach shows how a well-structured PDP template can do more than display a product. Done right, it can educate, reassure, and convert, turning a standard product page into one of the most effective sales tools in the store. 

Here’s what they built:

Above the fold: Establishing trust and curiosity

At the top of their PDP page, HelloBello leads with the essentials. The hero section combines high-quality imagery, a product award badge, and embedded customer reviews via an integration with Loox.

The call-to-action isn’t “Buy Now.” Instead, it’s “Get feeding recommendations now.” This shifts the focus away from a transaction and toward a personalized solution, encouraging pet parents to invest in their dog’s health.

Building confidence step by step

Just below the hero, a scrolling ticker reinforces guarantees and differentiators: free shipping, money-back assurance, secure payment, and the fact that all meat is sourced from Germany and Austria. These quick hits add reassurance without crowding the page.

Next, a tabbed section breaks down ingredients, nutritional values, and serving guidelines. It’s an efficient way to surface details without overwhelming the layout.

A benefits grid follows, using icons and plain-language copy to highlight outcomes pet owners can expect from switching to HelloBello dog food: shinier coats, more energy, fewer digestive problems, healthier joints, etc. The messaging speaks directly to the day-to-day improvements dog owners hope to see.

Clear comparisons and education

One of the page’s most effective elements is a comparison table that sets HelloBello’s freshly cooked food alongside alternatives like BARF, wet food, and dry kibble. At a glance, visitors can see how HelloBello measures up, making the decision less about brand loyalty and more about evidence.

Another set of tabs goes deeper into how HelloBello works, the advantages of their model, and feeding transition tips. Here, the design uses clean visuals and icons to make detailed information digestible.

Social proof and expert backing

Further down, social proof takes center stage. Video reviews from real customers sit alongside the claim that more than 300,000 dog parents recommend HelloBello. An FAQ section removes lingering doubts, while cross-sell modules highlight other recipe flavors.

Finally, a veterinarian endorsement gives authority to the product: “A true innovation in the pet food sector. For the first time, the focus is on health and thus a long dog life.”

Converting with context

The page closes with a reminder: “Not part of the HelloBello pack yet?” Visitors are invited to start their subscription with a 30% discount on the first delivery. By the time they reach this point, shoppers have already been educated, reassured, and shown the value of personalization.

Beyond the PDP

For shoppers who still have lingering questions, the supporting “How it Works” page reinforces the subscription model. It explains HelloBello in four simple steps, mixes in customer stories with photos of their dogs, answers common questions, and ends with another incentive to subscribe. The result is a funnel that balances information and conversion without ever feeling pushy.

Building your own custom Shopify PDP template

For other Shopify Plus brands, HelloBello’s PDP shows how thoughtful design can do more than display a product. By sequencing information in a way that builds trust and guiding shoppers toward personalization, they’ve turned the PDP into the starting point of a long-term customer relationship.

“We used Instant because we wanted to have a Shopify-first tool that neatly integrates with Shopify. We used Unbounce before and saw this as our Nr. 1 pain point.” - Wolfgang Maurer, HelloBello Co-Founder

If you want to build PDPs with the same level of control and flexibility, try creating your next template with Instant.