Marius Cern
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Before & After

Conversion-focused redesigns and the rationale behind it

Jolieskin product page redesign, before and after

Jolie

Subscriptions are the golden goose for e-commerce businesses. People need to know exactly what they’re getting and why it’s valuable BEFORE they commit.

 

In the “before” version it’s not clear how much a filter subscription costs. For shoppers, this part of the confusion is unnecessary. 

“WHY” behind the redesign:

  1. Scroll arrows – encourage shoppers to scroll through the image gallery.

  2. Lifestyle images –  SHOW how the product fits into people’s daily lives.

  3. Image gallery thumbnails – The thumbnails create curiosity to sift through the images.

  4. Showerhead price separate from subscription – Clear pricing builds trust.

  5. Filter subscription – emphasize subscription benefits, make it clear about pricing how much they are saving, and how much it would cost later.

  6. Justifying filter change – Subscriptions can be justified by customer habits.

  7. CTA  – Show how much they are saving with the default option.

  8. Handling objections – Free shipping and 60-day returns sounds like a no-brainer to try.

DTC

Product page

Above the fold

Nuzest homepage CRO redesign

Nuzest

Even if the main traffic goes to PDP having  homepage in the best CRO shape is important. Because shoppers roam around the website and they will be visiting the homepage a lot. 

“WHY” behind the redesign:

  1. Announcement bar – short message + distinct color CTA at the end.

  2. Certificates – Doesn’t matter the brand size in the supplements industry – certificates matter.

  3. Image – People using your products will help you sell more than just product images alone.

  4. Social proof – Not many brands have so many reviews, it’s a shame to hide it.

  5. Headline – Problem → solution headline is more effective than generic.

  6. CTA – more specific CTA based on the headline.

  7. Social proof – bring publication logos above the fold. It’s a signal of trust.

DTC

Homepage

Above the fold

Behavioral Marketer

Getting subscribers is HARD. People are skeptical about giving away their emails. Clear, informative, and persuasive are essentials in the landing page.

Redesign structure:

  1. Primer – tell it what it’s and for whom it’s made
  2. Headline – peak curiosity with a promise, it should be interesting and easy to understand
  3. Subheadline – give more details about the promise and what to expect
  4. Email field – Ask for information only that is necessary
  5. CTA – forget the traditional “subscribe” or “sign up” and lead with a value that the visitor would get
  6. Social proof – use relevant social proof from REAL people
  7. Cliff hanger – pull visitors to explore the whole page

Newsletter

Above the fold

SleepAlpha product page redesign

SleepAlpha™

The consumer trust for NEW supplement brands is low. There is too much competition and the market is flooded with fake products. Use any trick you have.

“WHY” behind the redesign:

  1. Announcement bar –  it should be only one message, keep it a single line.

  2. Product images – Visuals should not only show the product in the best possible way but also help sell a product. 

  3. Add certificates – it helps to overcome objections and create trust.

  4. Ingredients – If it has more than one ingredient give the option to see ingredients.

  5. Sell quantity – new users have more doubts and rarely buy subscriptions to products that they haven’t tried first. Selling quantity becomes a better strategy. 

  6. Objection handling – Free trial and next-day delivery make it easier to pull the trigger.

  7. CTA – write in the CTA the total price and how much they are saving.

DTC

Product page

Above the fold

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