PDSA product page hierarchy changes drove a 12% increase in conversions

The order in which information appears on a product page can influence how easily users understand an offer, find what matters to them and decide to buy.

For this project, we reviewed the product detail pages (PDPs) to understand whether the existing layout was helping users make decisions. By rethinking the hierarchy of key information and bringing the call to action (CTA) above the fold, we achieved significant improvements in add to cart, conversions and revenue. 

The original product page layout prioritised the product image, followed by the heading, price, reviews and CTA. While product imagery is important, we wanted to understand whether this hierarchy was giving users the information they needed in the right order, and whether the primary action was easy to find.

Our review combined UX best practices with predictive eye-mapping to assess how users were likely to scan the page and where their attention was being directed.

This highlighted an opportunity to improve the visual hierarchy, making important decision-making information more prominent and reducing the effort required to find the next step.

We tested a new layout that changed the order of the key elements on the PDP.

Original hierarchy:

1. Product image
2. Heading
3. Price
4. Reviews
5. Call to action

New hierarchy:

1. Heading
2. Reviews
3. Price
4. Product image
5. Call to action

Crucially, the new layout also brought the CTA above the fold, making the primary action visible without requiring users to scroll.

The aim was to make the page easier to scan, give users the information they needed to make a decision and create a clearer path towards purchase.

Product pages need to do more than display product information. They need to help users understand the offer, find the details that matter and take action with minimal friction.

This test highlights three considerations for PDP optimisation:

• Prioritise information carefully - The order in which users encounter headings, reviews, pricing and imagery can influence how easily they understand the offer.
• Make the next step clear - Bringing the primary CTA into view can reduce the effort required to progress towards purchase.
• Use evidence to challenge existing layouts - UX best practices and predictive eye-mapping can help identify opportunities, while A/B testing establishes whether the proposed changes actually improve performance.

These principles provide a useful starting point, but the best hierarchy will depend on the product, the audience and the user journey. Testing helps find what works in practice rather than relying on design assumptions or best practices alone.