12% Conversion Rate Lift With UX-Driven Product Page Redesign

Project Summary

• Client: Wall Panels AU
• Goal: Increase product page conversion rates
• Result: +12% site-wide conversion rate improvement across all product pages
• Services: UX Audit, Heatmap Analysis, Competitive Research, Page Redesign, CRO Implementation

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Challenge

Wall Panels AU sells high-quality interior wall panels, but their original product pages made it hard for users to learn about the product.

The layout was cluttered. Key product information was scattered across multiple sections. One section explained the main features, the next covered shipping info, and then came a long block of product description. It often repeated the same features. None of it was scannable. Most users simply didn’t scroll that far.

There were no visible image thumbnails, even though 56% of online shoppers rely on images to learn key product details (Baymard Institute).

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Research

Before jumping into solutions, we conducted:

• Heatmap & Scrollmap Analysis: Showed users rarely made it past the first few sections.
• Competitor Analysis: Helped us benchmark what the top-performing stores were doing right.
• Baymard Institute Best Practices: We referenced their UX guidelines for product page design.

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Solution

We made 3 core improvements:

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1. Smarter, Cleaner Hero Section

We made key improvements to the top of the page to make it easier for users to learn and act quickly:

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1. Thumbnails added: Users now instantly see that multiple product images are available.
2. New images included: Detailed feature images were added to the gallery (see section 3).
3. Quantity shortcut: A “How many panels do I need?” link was added next to quantity to reduce confusion.
4. Clear visual hierarchy: “Add to cart” is now the primary button. It is larger, more visible, and placed higher.
5. Sample option clarified: “Get a Sample” is still available but no longer competes for attention. It now includes an image and is styled as a secondary option.

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2. Collapsible Sections for Easier Navigation

On the old page, users had to scroll a lot and hunt for the info they cared about. Some were looking for features. Others wanted shipping info or reviews. But with everything stacked in one long page, it was easy to get lost or give up.

Now, all key content is split into clear, collapsible sections such as Features, Specs, Shipping, FAQs, Installation, and more. This helps users:

• Quickly scan what kind of info is available
• Click straight to what they care about
• Avoid endless scrolling on mobile

This layout follows Baymard Institute’s top recommendation for mobile product pages. Their research shows that “vertically collapsed sections” are the easiest layout to use, helping users stay oriented, avoid confusion, and explore without frustration.

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3. Turned Value Props into Visuals

We didn’t create brand-new assets. Instead, we found great visuals and copy that were already buried far down the page, too far for most users to ever see.

Since 56% of users rely on product images to learn, it was key to move these into the product image gallery.

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Result

After implementing the new layout across all product pages, we saw a 12% lift in conversion rates site-wide.

This change required no new products, no discounts, no paid ads. It was just smarter design, based on user behavior and research-backed best practices.

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Key Takeaways

• Product pages are not just about information. They’re about how that information is structured.
• Small UX changes, when driven by research, can lead to big wins.
• Don’t make users work to understand your product. Make it obvious, fast.