CASE STUDY
FASHION RETAILER PDP
01
OBSERVATIONS & HYPOTHESIS
User Recordings' Analysis:
Through user recordings, scroll maps, and session replays, we observed that a significant portion of users were not engaging deeply with the PDP content before making a decision. Many visitors either scrolled quickly past key information or hesitated near the CTA, indicating uncertainty rather than lack of intent.
In several sessions, users appeared to search for reassurance elements (delivery, returns, sizing, fit, value propositions), but these were either too far down the page or not sufficiently emphasized. This behavior was consistent across traffic sources, suggesting a structural issue rather than a channel-specific one.
To address this, we designed a cascade experiment: starting from the original PDP and progressively adding additional, supportive content layers across three variants—each one building upon the previous—allowing us to measure both incremental impact and diminishing returns.
Hypothesis
If we progressively enrich the PDP with additional contextual and trust-building content—placed closer to the decision point and introduced in a controlled, step-by-step manner—we will reduce user hesitation, increase perceived clarity and confidence, and positively impact key mid- and bottom-funnel metrics.
More specifically, we expect that:
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Early content additions will have a strong positive impact by resolving primary doubts.
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Later additions may show smaller marginal gains, helping us identify the optimal content density before cognitive overload occurs.
Goals
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Psychological Principles
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Uncertainty reduction
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Progressive disclosure
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Decision confidence & reassurance
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Primary Goals
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Increase Add to Cart (ATC) rate
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Secondary Goals
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Improve Cart-to-Buy rate
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Identify the optimal level of PDP content enrichment
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Avoid overloading users while maximizing clarity and persuasion
02
THE VARIANTS
03
The Results
The hypothesis was validated, with Variant 3 outperforming all other variants and the original PDP. The progressive addition of inspirational, relevance-based, and social-proof content successfully reduced hesitation at the decision point and strengthened user confidence.
Using Add to Cart (ATC) rate as the primary success metric, the experiment delivered a statistically significant uplift, while secondary metrics followed with consistent downstream improvements.
Observed results for Variant 3:
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+7.68% Increase in Add to Cart (ATC) rate (Primary Goal)
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+5.12% Increase in Cart-to-Buy Rate
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+3.21% Increase in overall Conversion Rate
Statistical significance was reached at the 95% confidence level, confirming that the observed uplift was not due to randomness.
The results indicate that combining:
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visual inspiration (“Build your look”),
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contextual relevance (Related products),
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and implicit social proof (Top-selling products)
creates a compounding effect that positively influences user decision-making without introducing cognitive overload.
Variant 3 proved to be the optimal balance point, where added content continued to increase clarity and confidence rather than distraction—directly supporting the primary goal and cascading into measurable bottom-funnel impact.
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