The overarching goal of the 1001 Optometry product page redesign was to align both the product listing page and the product detail page with what new visitors, returning visitors, potential customers, and repeat customers want to see, ultimately driving a higher conversion rate.

Here’s what I identified and improved:

→ Product lister content: The content block on the left was essential but risked being distracting. I moved the key information into the hero section with a concise introductory paragraph, then placed the rest behind a Read More link. This reduces distraction and encourages customers to explore the listed products.

→ Product titles: Titles previously offered very little context. I expanded them to include more details, motivating visitors to click through and helping reduce bounce rates.

→ Quick actions: Products had no option to view quickly or add to bag. I introduced an Add to Cart button so visitors can purchase directly or navigate seamlessly to the product detail page (PDP).

→ Product labels: There were no indicators such as Best Seller, New In, or Sale. I added these to guide customers’ attention and increase click rates across the product listing pages.

→ Visual hierarchy on PDP: The product detail page lacked a clear hierarchy, making text elements blend together. I redesigned the layout with better structure and a more visually appealing hierarchy.

→ Content overload in accordions: Sections for Delivery, Returns, and Health Insurance Claims were text-heavy. I reformatted these to highlight each key point separately, making the experience more pleasant and scannable.

→ Customer reviews: Reviews were missing from the PDP. I added them to boost trust and give visitors confidence in their purchase decisions.

Impact: These changes are designed to increase add-to-cart rates and improve checkout conversion. Below is a sneak peek of the redesign.