UX Tweaks & Offer Framing Drive +43% Conversion Increase

The Challenge

Swan & Edgar’s product detail pages had strong content but poor information hierarchy. Reviews were buried below the fold, coupon fields were hidden, and multi-buy promotions weren’t reaching the users they were designed for.

Heatmap analysis showed users were scrolling past key conversion triggers without engaging.

Our Approach

Rather than a full redesign, we made targeted UX adjustments based on behavioural data:

Key changes:

• Moved the reviews module higher on the PDP, placing social proof closer to the buying decision
• Elevated coupon field prominence — users couldn’t find the discount entry point
• Improved multi-buy promotional messaging with clearer value framing
• Better visual hierarchy to guide the eye toward conversion elements

The Results

• +43% uplift in purchase conversion rate — a significant increase from relatively small, data-informed changes
• The insight was clear: users wanted to buy, they just couldn’t find the reasons to

Sometimes the biggest wins come from the smallest changes. The content was already there — we just made sure users could see it.