Product Details Page Redesign
Evopure:
Radically transparent natural health.
I was approached to work on the Evopure website in 2021. Page-by-page, I’ve been overhauling their site and refining their brand.
“Evopure’s rebrand and web overhaul was a great experience from tackling brand strategy through to how that applied to individual page UX.
Laura is incredible to work with, brings a tonne of valuable insight working within ecommerce and always approached everything with an Evopure lens.
We’re really happy with the way the brand has developed and Laura has been a crucial part of that.”
Elliot Blackler | Director
The original problem:
Of all pages, the Product Details Pages (or PDPs) were the most common entry point for users to the Evopure website, accounting for 36% of landing traffic.
However the original PDP didn’t do much to communicate the brand proposition, nor did it offer any forward journey.
Consequently bounce rates were high (averaging around 61% across the eight PDPs), as users a) didn’t have enough confidence to purchase, and b) weren’t given intuitive ways to continue browsing.
The process:
I worked remotely and collaboratively with a Data Analyst and a Developer, as well as directly with the co-founder at Evopure to create a solution that would solve these user problems and offer a more compelling brand experience.
Working first as wireframes and then into UI Design, the Developer was brought in at every stage of the process to collaborate and ideate on how to optimise the experience for the Evopure user.
The solution:
The new PDP focused on the dual aim of better communicating the brand proposition, as well as creating an intuitive journey for users to embark on (if this product wasn’t right for them).
The page was laid out to group information types together: the brand’s integrity around ingredient sourcing, information on the practicalities of the product (eg. how to take the drops), and finally offering further information to continue your educational journey with the brand.
With a surprising 60% / 40% split between mobile and desktop traffic (likely due to their older demographic), both experiences needed to work hard and feel easy to navigate.
Getting it right:
Working together with the Developer, we ran a thorough QA process, testing across multiple devices and browsers.
The new design went live on the site for all users, and the data was retroactively monitored.
The success:
After overcoming some initial site speed issues that the updates had contributed toward, the page began producing favourable results.
