PRODUCT
DETAIL
PAGE
(LONDON · UK · 2022)
(E-COMMERCEL)
The main challenge of redesigning Montblanc's product detail pages (PDPs) was to enhance overall performance while seamlessly translating the brand's core values into a luxurious e-commerce experience. Our goal was to create a user journey that not only reflects Montblanc's heritage of craftsmanship and elegance but also drives measurable improvements in key metrics such as engagement, conversion, and customer satisfaction. Here's how the new design has achieved these objectives:
INSIGHTS
TRAFIC
+ 30%
CONVERSION
+ 25%
The new art direction for the PDP images combines product shots with models showcasing the bags to provide a richer context for each item. By featuring models in the same background as the products, we create a cohesive visual narrative that enhances brand identity.
This approach not only showcases the functionality and style of the bags but also allows customers to envision how they can incorporate them into their everyday lives, ensuring a consistent and engaging shopping experience.
Before
After
Enhanced Accessibility
By displaying all key information above the fold on Montblanc's product detail pages (PDPs), we've made it easier for customers to make decisions. This change has led to a 30% increase in clicks on the CTA button, driving more engagement and action.
Improved Conversion Rate
The new, streamlined design has significantly boosted Montblanc's conversion rates. With essential details readily available, we've seen a 25% increase in overall conversions, as more visitors are completing their purchases.
Higher Add-to-Cart Rate
Positioning crucial product information above the fold has resulted in a 30% rise in the add-to-cart rate. Customers can quickly evaluate their options and move forward with confidence, enhancing the shopping experience.
Increased Traffic
and clicks
The updated PDP design has also attracted more visitors, with traffic increasing by 20%. Notably, a significant portion of this growth comes from new visitors, reflecting the design's broad appeal and effectiveness.