Product Detail Page Performance Enhancement
The Challenge
GO works with a client that has well-reviewed products and a loyal customer base, but they operate in a saturated market where it can be difficult to distinguish different brands from one another. Because of this, GO knew we had to help our client depart from their original brand identity via unique content to set themselves apart from the competition while still retaining active customers.
Our Solution
To firmly establish our client's new visual identity, we rebuilt their detail page content from scratch. While the brand's PDP content was already built out and complete, it ultimately lacked the shop-ability, differentiation, product information, and visuals necessary to produce optimal sales. With this in mind, we crafted their new detail pages to include:
Informative and clear messaging combined with elegant, high-end, and straightforward design.
Product-forward images with bold colors that were consistent across all our client's PDPs.
Important use-case, technical, and nutritional callouts.
Based on strong results we’ve seen in the past, we knew that giving the shopper the ability to educate themselves on the distinction of this brand in its unique, growing category through the vehicle of educational, product-forward, and premium-feeling design would inspire purchases at a higher rate.
Results
When comparing 30 days pre-detail page update vs. 30 days post-detail page update, we increased the brand’s average daily metrics significantly:
+22%
increase in units
+16%
increase in sales
+8%
increase in sales/visitor
+2.4%
increase in conversion rate
even with a 1.9% increase in visitors