INTRO
This hair-care brand's bestseller had the most traffic in the store, and a page that hid the things people needed to see. We reordered the top of the page and rewrote the copy. Revenue per visitor went up 35.9% against the old page in an A/B test.
The traffic was never the problem. The page just didn't organise what a shopper needed to decide. Price, variant and proof competed with everything else instead of leading, and the description ran long enough that people had to read before they could feel sure, on a page where most of them were scanning.
KEY CHALLENGES
We weren't after a prettier page. We wanted the first things a shopper sees to be the things most likely to get them to buy.
THE OUTCOME
We tested the new page 50/50 against the old one, across 44.9K visitors over two weeks. Revenue per visitor rose 35.9% and conversion 9%. We shipped once the test reached about 95% chance-to-win, rather than calling it on an early read.
One caveat we'll own: roughly 3% of visitors saw more than one variant, a tracking issue we caught and fixed. The size and direction of the lift held up regardless.
THE THINKING
The whole redesign sat in one viewport: the product card and gallery a shopper sees first. Price got its own color so the eye finds it, then lands on the variant next to it. One line of copy replaced the long description. An icon next to each selling point made them scannable. The rest of the detail moved into two accordions, so the product claims stayed accurate without crowding the part of the page where people decide.
