Bounce rate is high and conversion rate low on the product details page when users arrive from external channels. If a specific product falls short of a user’s exact requirements, it can be difficult to find better alternatives in a vast product catalog.

Challenge

By placing the recommendations above the fold, we expected to solve the issue of customers leaving when not interested — therefore reduce PDP bounce rate, increase total page views per visitor and conversion rate.

Goal

I collected behavioural data through Contentsquare for users landing on the PDP from external sources, then examined how interactions are distributed among the major elements on the page to identify the engagement patterns.

Approach

◆ Simplified the layout to surface only key product information

◆ Elevated recommendations to drive discovery of similar items

◆ Preserved breadcrumbs to support navigation to PLPs

◆ Enabled access to the full PDP via a clear CTA

◆ The design was A/B tested to validate each release and align improvements with real user behaviours

Actions

◆ Stronger User Journey
The new layout led to increased views of product listing pages and shopping bags, indicating users progressed further along the shopping journey.

◆ Lower Exit Rate on Sold-Out Items
There was a noticeable drop in users exiting from sold-out product pages, especially on desktop.

◆ Greater Mobile Effectiveness
The layout change had a more significant impact on mobile devices.

◆ Higher Conversion
The low interest in purchasing has been countered

Impact