Clean design killed our conversions

Plus: This layout framework turns mobile browsers into instant buyers

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Highlights of Today’s Newsletter

  • A/B Test: Your homepage hero is your first shot at conversion. Mess it up, and the rest of the page doesn’t matter

  • The Chosen Topic: Good design doesn’t always convert. This 5-step product page framework shows what actually works.

  • CRO Insight: “Make it clean” is the fastest way to kill conversions

  • Video: Sales-Driving tweaks you’re likely ignoring on key pages

Weekly Content Roundup

Get the latest and greatest CRO content from around the web.

Design 🎨

If your mobile page can’t sell in 5 seconds,

you’ve already lost the sale.

This layout fixes that.

Save it. Screenshot it. Steal it. (Link)

Enterprise brands don’t scale with design trends. Use this framework before your next CRO sprint (Link)

CRO Around the Web 🌐

Shopify: Buyer Journey Guide: How To Design an Effective Buyer Journey (Source)

Baymard: Small Catalog DTC: New UX Benchmark with 2,500+ Performance Scores and 1,700+ Best Practice Examples (Source)

Academy 🎓️ 

 New Custom Audits For Our Conversion Rate Academy Members: ​🏋️ Gym Memberships, Plants Delivery (Link)

Client’s Results

Great partnerships drive great results - that's the CRO formula 🚀

Video Of The Week

In this OBO episode, I break down how Olipop - a well-optimized DTC brand - could drive even more revenue with a few smart UX tweaks.

No data, no analytics - just a straight UX/UI audit built on 12 years of CRO experience across 3,500+ ecom stores

High-Converting Design Inspiration

Your homepage hero is your first shot at conversion.

Mess it up, and the rest of the page doesn’t matter.

We ran a simple hero redesign test for a brand that had decent traffic, but weak clarity above the fold.

No layout overhaul. No new offer.

Just sharper messaging and trust signals up top.

Here’s what we changed:

- High-quality imagery to frame the offer visually

- “Rated 4.9/5 by Thousands” for instant credibility

- Recognition logos to boost trust on first glance

- Clearer headline that explains the product, who it’s for, and why it’s different

The result?

✅ +$78,454/month

✅ +$941,448/year (forecasted)

✅ +$1.54 revenue per session

When you get specific, users get confident.

When you earn trust fast, you earn clicks faster.

Most homepage heroes try to look good.

The best ones convert.

CRO Insight

“Make it clean” is the fastest way to kill conversions.

Brands chase minimalism because it feels premium.

Big hero image? No text.

Product gallery? No context.

Whitespace everywhere? Looks “elevated.”

But here’s the problem:

Minimal doesn’t mean usable.

We’ve seen it too many times:

Gorgeous redesigns.

No headlines, no benefits, no direction.

And a sharp drop in RPS right after launch.

The truth?

– Pretty doesn’t persuade.

– Minimal doesn’t mean modern.

– And clean design won’t sell what copy can’t explain.

The best-performing sites we touch?

They look good, but they communicate better.

Every section earns its place:

→ Headlines that lead.

→ Buttons with purpose.

→ Images that show value, not just vibe.

That’s what separates high-performing from high-concept.

So no, clean isn’t the problem.

But silent pages? Absolutely are.

Design should drive action.

Not just admiration.

Good Design Doesn’t Always Convert. This 5-step Product Page Framework Shows What Actually Works.

If you want to design product pages that convert like the biggest DTC brands, you need a framework.

Step 1: Above The Fold

  • 1:1 ratio product images

  • Clear, benefit driven headline

  • Price prominently displayed

  • Star rating + review count

  • Add to Cart button visible

Step 2: Structure Your Layout

Break your page into four key sections:

Hero
Product showcase & key benefits

Details
Features & specifications

Social
Reviews & user content

Support
FAQs & shipping info

Step 3: Design Elements

Follow these proven principles:

  • Whitespace: Create breathing room

  • Hierarchy: Guide the eye naturally

  • Contrast: Make CTAs pop

  • Typography: Use max 2 to 3 fonts

  • Colors: Stick to brand palette + accent

Step 4: Social Proof Placement

Strategic positioning is crucial:

  • Reviews summary above the fold

  • Photo reviews below product images

  • Trust badges near Add to Cart

  • UGC gallery mid page

  • Customer testimonials throughout

Step 5: Visual Hierarchy

Make key elements stand out:

  • Product images (largest)

  • Price point (prominent)

  • Add to Cart (contrasting)

  • Benefits (scannable)

  • Shipping info (clear but subtle)

Remember: The best product pages aren't just beautiful — they're strategic conversion machines.

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