How I enhanced the eCommerce experience with a strategic redesign of the PDP buy box, driving engagement and conversions for a luxury D2C brand.

I optimized a key element of the product detail page (PDP) — the buy box — to improve the Add to Cart (ATC) process, focusing on both mobile responsiveness and desktop usability. The redesigned buy box optimized user interaction, increased visibility, and streamlined the purchasing journey, resulting in a measurable increase in engagement and conversions across all platforms.

The project involved a comprehensive redesign of the PDP buy box, a critical touchpoint where customers interact with product details, pricing, and the ATC button. This enhancement focused on improving the visibility and functionality of the buy box, particularly for mobile users, ensuring a smoother and more intuitive experience.

Analysis Duration: Two weeks post-launch The buy box redesign not only enhanced the ATC button but also refined product details and pricing visibility, creating a more engaging user experience that led to improved engagement and higher conversion rates on both mobile and desktop platforms.

Problem: The previous buy box design lacked prominence, causing essential product information, including the ATC button, to blend into the background. This led to reduced interaction and lower conversion rates, particularly on mobile devices, where user experience was less intuitive.

Change: I redesigned the entire buy box with a focus on hierarchy, spacing, and prominence of key actions like "Add to Cart." This approach improved visibility, highlighted crucial decision-making information, and made the overall user journey more intuitive, particularly for mobile users who experienced a fragmented buying flow.

Retrospective: The redesign successfully improved user interaction and engagement, with noticeable lifts in Cart-to-Detail (CTD) rates across all devices. The project validated the importance of optimizing core touchpoints like the buy box to drive conversions.

Mobile CTD Rate: Increased by 15.6%, demonstrating the redesign's effectiveness in engaging mobile users and improving the shopping experience.

Desktop CTD Rate: Increased by 2.4%, further showcasing the positive impact of the buy box redesign on overall conversion rates.

Continued optimization of the buy box through A/B testing different layouts and styles could further enhance user interaction. By experimenting with alternative placements, color variations, and UX elements, there is potential for even greater conversion improvements.