Shopify PDP Redesign for a Beauty Brand: +171% Lift in Conversion Rate & 2X Sales Growth
Data-driven UX enhancements for a premium skincare experience
Overview:
Premie Beauty, a skincare brand targeting women 30–60, needed a high-performing product page that reflected the quality of their products while converting more first-time visitors. With a price point of $120–$250, trust and education were key — but the original PDP lacked clarity, urgency, and mobile optimization.
Using customer behavior data, UX best practices, and CRO principles, I led a complete product page overhaul — resulting in a 171% increase in conversion rate and 2X revenue growth.
The Optimization Strategy:
To address the low conversion rate, I conducted a comprehensive UX audit and heuristic analysis of the existing product page. Based on data insights (including click tracking and scroll depth) and eCommerce best practices, the following optimizations were implemented:
Image Prominence
Click data showed that product images were the most engaged-with element. I introduced large, scrollable thumbnails to showcase multiple views and textures, enhancing visual storytelling and encouraging exploration.Customer Reviews for Trust
To establish credibility with new visitors, I repositioned customer reviews near the top of the page — boosting social proof and reducing hesitation for high-consideration buyers.Typography Enhancements
Font sizes were increased and weighted for improved contrast and mobile readability, ensuring that product benefits could be scanned quickly by skimmers.Concise Product Descriptions
Long paragraphs were rewritten into three-line sections with bullet points and line breaks — improving clarity and boosting time on page.Clarified Gifting Details
To reduce cart abandonment, I surfaced the free gift messaging above the “Add to Cart” button, ensuring transparency and value perception.Introduced Urgency Drivers
A “limited time promotion” badge was added to increase urgency without compromising the luxury feel of the brand.CTA Visibility & Accessibility
The “Add to Cart” button was redesigned in high-contrast black and placed above the fold on mobile to improve visibility, accessibility, and click-through rate.Highlighted Key USPs
Unique selling propositions — such as vegan formulation and clean ingredients — were presented with custom icons for quick value recognition and visual engagement.
The Results:
The implemented changes resulted in a dramatic improvement in key performance indicators:
Significant increase in conversion rates: Conversion rates surged by 171%, exceeding initial targets.
Reduced bounce rates: Visitors spent more time on the page, exploring product details and engaging with the content.
Improved mobile engagement, with bounce rate down 21%
Higher add-to-cart and product page scroll depth recorded via Hotjar
Key Takeaways:
This case study demonstrates the power of a data-driven UX approach in optimizing e-commerce performance. By focusing on user needs and implementing targeted improvements, Praimy was able to:
Increase sales revenue: Significantly boost revenue from their top-selling product.
Enhance brand reputation: Improve customer satisfaction and build trust.
Gain a competitive advantage: Outperform competitors with a superior user experience.
Looking to improve conversion rates and customer experience for your Shopify store?
Let’s talk about how to optimize your PDP or audit your current site for quick wins.