Product Page Optimisation
Improving purchase intent through clearer hierarchy, stronger decision cues, and experimentation.
Project summary
Redesigned the product detail page to improve clarity, content hierarchy, and user confidence, with the goal of increasing add to basket actions and engagement with key decision support information. Led UX improvements validated through experimentation, making vehicle details easier to understand and next steps more visible within an existing platform structure.
Overview
The product detail page is one of the most commercially critical points in the vehicle buying journey, where users shift from casual browsing to serious evaluation. While traffic to the page was strong, behavioural patterns showed hesitation before users progressed to intent actions. Many users left without interacting with key information that supports decision making. This work aligned with a broader initiative to improve performance across high traffic commercial surfaces, where small improvements in behaviour can have a big overall impact.
Project summary
Redesigned the product detail page to improve clarity, content hierarchy, and user confidence, with the goal of increasing add to basket actions and engagement with key decision support information. Led UX improvements validated through experimentation, making vehicle details easier to understand and next steps more visible within an existing platform structure.
Overview
The product detail page is one of the most commercially critical points in the vehicle buying journey, where users shift from casual browsing to serious evaluation. While traffic to the page was strong, behavioural patterns showed hesitation before users progressed to intent actions. Many users left without interacting with key information that supports decision making. This work aligned with a broader initiative to improve performance across high traffic commercial surfaces, where small improvements in behaviour can have a big overall impact.
The page's hierarchy wasn't obvious with the old layout.
The problem
Vehicle detail pages contained a large amount of information, but hierarchy did not clearly guide users toward what mattered most. Important details were present but not surfaced at the right moment, leading to cognitive overload and lower engagement. The challenge was to improve clarity and prioritisation without removing necessary information or disrupting existing technical and design constraints.
Our goal was clearly defined to bring alignment within the team.
Research insights
Analysed behavioural data including scroll depth, exit rates, and interaction with existing PDP elements. Patterns showed users were viewing pages but not consistently engaging with critical information or progressing to intent actions.
Reviewed support queries and stakeholder feedback, which highlighted repeated confusion around key vehicle details, specifications, and next steps. Competitive benchmarking showed clearer hierarchy and decision support cues on competitor pages, reinforcing the need for structural improvements.
Research insights
Analysed behavioural data including scroll depth, exit rates, and interaction with existing PDP elements. Patterns showed users were viewing pages but not consistently engaging with critical information or progressing to intent actions.
Reviewed support queries and stakeholder feedback, which highlighted repeated confusion around key vehicle details, specifications, and next steps. Competitive benchmarking showed clearer hierarchy and decision support cues on competitor pages, reinforcing the need for structural improvements.
A slide deck was created explaining design rationale with user feedback to stakeholders.
My role
Led UX direction for the PDP rework, collaborating closely with product and engineering. Responsibilities included identifying friction points, redesigning content hierarchy, improving visibility of add to basket and next step actions, supporting engagement with finance and specifications, and ensuring changes worked within existing platform constraints.
Approach
Improving content hierarchy and scannability
Restructured layouts to prioritise core vehicle details, condition information, and price related elements. Supporting content was grouped into clearer sections, making the page easier to scan without feeling overwhelming. We explored adding more educational modules, but evidence suggested structure, not volume, was the issue. I prioritised hierarchy improvements over feature expansion.
My role
Led UX direction for the PDP rework, collaborating closely with product and engineering. Responsibilities included identifying friction points, redesigning content hierarchy, improving visibility of add to basket and next step actions, supporting engagement with finance and specifications, and ensuring changes worked within existing platform constraints.
Approach
Improving content hierarchy and scannability
Restructured layouts to prioritise core vehicle details, condition information, and price related elements. Supporting content was grouped into clearer sections, making the page easier to scan without feeling overwhelming. We explored adding more educational modules, but evidence suggested structure, not volume, was the issue. I prioritised hierarchy improvements over feature expansion.
Early wireframes explored moving components into a more logical order based on testing feedback.
Strengthening decision and action cues
Add to basket and next step elements were elevated within the visual hierarchy. Supporting information such as finance and specification details was positioned to reinforce confidence rather than compete for attention.
Stakeholders wanted additional promotional elements on the page. I worked with them to integrate key messages in supportive areas while keeping the primary evaluation flow focused.
Outcome
The redesigned layout was released as an A/B test comparing the new version against the existing product detail page experience. The new version showed measurable improvements in key intent and engagement signals:
7% increase in add to basket rate from the product detail page
10% increase in interaction with key information sections such as specifications and finance details
6% reduction in page exit rates, indicating reduced hesitation during evaluation
These results indicated that improved hierarchy and clarity helped users understand vehicles more easily and feel more confident progressing toward purchase actions.
Key learnings
Content hierarchy can be as influential as new features
Reducing cognitive load increases user confidence
Structural improvements can deliver measurable impact without increasing complexity
What I would do next
The next step would be testing adaptive content emphasis based on user behaviour, such as highlighting finance information for price sensitive users or specification details for comparison focused users. This could further align the page experience with different decision styles and improve progression toward purchase intent.
Strengthening decision and action cues
Add to basket and next step elements were elevated within the visual hierarchy. Supporting information such as finance and specification details was positioned to reinforce confidence rather than compete for attention.
Stakeholders wanted additional promotional elements on the page. I worked with them to integrate key messages in supportive areas while keeping the primary evaluation flow focused.
Outcome
The redesigned layout was released as an A/B test comparing the new version against the existing product detail page experience. The new version showed measurable improvements in key intent and engagement signals:
7% increase in add to basket rate from the product detail page
10% increase in interaction with key information sections such as specifications and finance details
6% reduction in page exit rates, indicating reduced hesitation during evaluation
These results indicated that improved hierarchy and clarity helped users understand vehicles more easily and feel more confident progressing toward purchase actions.
Key learnings
Content hierarchy can be as influential as new features
Reducing cognitive load increases user confidence
Structural improvements can deliver measurable impact without increasing complexity
What I would do next
The next step would be testing adaptive content emphasis based on user behaviour, such as highlighting finance information for price sensitive users or specification details for comparison focused users. This could further align the page experience with different decision styles and improve progression toward purchase intent.
New desktop layout now follows a more familiar e-commerce pattern.
Mobile view of the revised PDP.
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