Before/After: E-commerce Product Page Redesign Boosts Conversion 15% — The Anatomy of Visual and IA Fixes

Design · 5 min read

Before: the original product page had six CTAs, long undifferentiated text blocks, and images that were poorly aligned with descriptions. Heatmaps showed users ignored the description area and most clicks concentrated on a small buy button below the fold, with a 14% cart-add rate from the PDP.

Redesign moves: designers consolidated CTAs into a primary purchase action and a secondary save-for-later, moved price and delivery messaging above the fold, introduced a modular image gallery with swipeable zoom, and rewrote copy into short scannable bullets emphasizing benefits and social proof. They also implemented lazy-loaded product attributes that expanded on demand.

After and metrics: across a controlled A/B test with 62,000 sessions, the redesigned PDP increased cart-add rate by 15%, improved time-on-page by 26%, and reduced return visits to product pages by 9% because critical information was easier to find. The team credited clarity, prioritization of actions, and improved visual hierarchy for the gains.