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Optimized Above-the-Fold Buy Box on PDPs

The Honest Company | Product Management | 2023

Desktop and mobile view of PDP optimization

Context

As a leading clean lifestyle brand, The Honest Company needed to ensure its digital flagship provided an optimal shopping experience. However, the existing Product Detail Page (PDP) structure was creating friction in the path to purchase, particularly on mobile devices where screen real estate is at a premium.

Process

  • Audited the existing PDP experience to identify friction points and conversion barriers.
  • Analyzed competitor sites and industry best practices for e-commerce buy box optimization.
  • Collaborated with design and engineering teams to implement high-impact layout changes.

Outcomes

  • Increased conversion rates by reducing friction in the primary purchase flow.
  • Improved mobile usability by surfacing key actions without requiring scroll.
  • Streamlined the user journey from product discovery to cart addition.

Research & Strategy

I conducted a comprehensive audit of the PDP's above-the-fold experience and analyzed competitor sites to identify critical barriers in the conversion pathway. This research informed a strategy centered on three key optimizations:

The Buy Box

Problem

The add-to-cart button was buried below the fold, requiring scroll to purchase.

Solution

Elevated the buy box to be immediately visible on load for both desktop and mobile.

Information Architecture

Problem

Essential product details were hidden in dense text blocks or pushed down the page.

Solution

Surfaced key info (ingredients, usage) earlier and used bullets/headers for scannability.

Visual Hierarchy

Problem

The page lacked a clear flow, increasing cognitive load.

Solution

Established a defined visual path guiding users naturally from imagery to purchase.

Before & After

PDP optimization before and after comparison

Implementation

I led the end-to-end implementation process, from initial design concepts to final engineering handoff, ensuring strategic alignment at every step.

Design & Alignment

  • Created Figma mockups addressing critical above-the-fold issues and information overload.
  • Secured stakeholder buy-in by presenting designs alongside audit data showing conversion drop-offs.
  • Iterated on layouts to balance business goals with user needs.

Engineering Handoff

  • Translated designs into detailed JIRA tickets with clear acceptance criteria and user impact.
  • Prioritized the "add-to-cart" fix for immediate release while scheduling complex layout changes.
  • Collaborated with developers to ensure the final build matched the strategic intent.

Note: The visual designs shown in the mockups differ slightly from the final published product.

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