Ophelia Mills Replo Landing Page Revamp

Pepper + Vetiver is a premium home decor brand known for understated luxury and cohesive product collections. While the Ophelia Mills had strong design quality, it lived inside the general catalog and failed to convert or meaningfully impact AOV.

Strategy, CRO audit, UI design, Replo development

• Low product visibility • Weak product storytelling • Scattered CTAs inside the standard PDP • Minimal contribution to AOV

The existing structure did not support high intent buying behavior.

Create a dedicated, conversion focused product landing page in Replo to reposition the Ophelia Mills as a hero product and increase purchase intent.

I began with a CRO audit, reviewing scroll behavior, interaction patterns, and content hierarchy. Engagement dropped early due to unclear value communication and lack of narrative flow.

Using these insights, I designed a focused landing experience that prioritized clarity, trust, and momentum.

• Simplified navigation to remove distractions • Reduced lifestyle imagery in favor of product detail and material clarity • Prioritized a single dominant CTA to reduce decision fatigue • Chose modular Replo sections over custom layouts for faster iteration and testing

These trade offs favored performance and scalability over visual complexity.

The final design was built entirely in Replo with a CRO first mindset. I leveraged Replo’s modular components, responsive controls, and layout flexibility to ensure fast load speed, mobile optimization, and easy future updates without developer dependency.

Spacing, contrast, and section sequencing were optimized to reduce cognitive load and guide users naturally toward checkout.

The new Replo landing page repositioned the Ophelia Mills as a premium hero product with a clear value narrative. The structure improved conversion likelihood, strengthened cross sell potential, and directly supported AOV growth while staying aligned with the brand’s visual identity.