Case study

The Challenge

Saltair’s Product Details Page was underperforming, with a conversion rate stuck between 1.8% and 2.2%. Users were struggling to navigate the page, with cluttered UX, confusing product types, and premature upselling that created friction in the purchase journey. The site wasn't giving users what they needed quickly, so we needed to rethink the experience to better align with user intent and make shopping for scents more intuitive.

The Hypothesis

By applying CRO best practices and rethinking the entire shopping experience, we believed we could improve conversion rates and enhance the customer journey. Our goal: simplify navigation, eliminate unnecessary distractions, and make scent selection a seamless part of the decision-making process. Through our analysis it was clear that a more intuitive design would increase the likelihood of users completing their purchase.

The Solution

We overhauled the Product Details Page with a focus on clarity and ease of use. Key changes included:

• Simplified UX: Removed unnecessary clutter and streamlined product type choices to reduce decision fatigue.
• Enhanced Shopping by Scent: Made it easier for users to browse scents by their preferences, without overwhelming them with too many options at once.
• Strategic Layout: Reworked the space to prioritize key information, like scent profiles and benefits, while pushing upsell options further down the page to avoid interrupting the shopping flow for the product the visitor is currently browsing.

The Results

After implementing these changes, Saltair’s conversion rate jumped by 8.8%, with revenue per user increasing by 6.2%. This wasn’t just a temporary spike—Saltair’s conversion rate now consistently hovers between 3.5% and 4%, reflecting the sustained impact of the redesign. The user experience improvements weren’t just cosmetic; they made the site more aligned with what customers truly wanted: a frictionless shopping experience that prioritized their needs and preferences. It also reduced friction when navigating other scents or product categories within the same scent - a much more intuitive flow.

Key Takeaways

• User-Centered Design: Simplifying the product journey and making scent selection easy and intuitive directly impacted conversion rates.
• Removing Friction: Reducing distractions and making upsells less intrusive helped users focus on the product they were most likely to purchase.
• Sustained Impact: The results didn’t just improve in the short term—they’ve continued to drive higher conversion rates, showing the lasting power of a well-executed redesign.