Safranyam Face Oil: Boosting Conversions for a Bestseller
Project Summary:
I redesigned the product page for Safranyam Face Oil, a top-seller with 4.7k+ reviews, that had recently experienced a significant drop in conversions. Using research-driven insights and competitive analysis, I restructured the content and design to address user behavior and improve conversion rates.
1. The Challenge
Safranyam Face Oil had been a consistent revenue driver for our brand, but the product page had stopped converting effectively over the past few months. Despite attempts to refresh the page with minor changes, the conversion rate continued to decline. It was clear that a complete redesign was necessary to regain customer interest and boost sales.
2. Research & Key Insights
To understand why the page wasn’t performing, I used a combination of tools and methodologies:
User Behavior Analysis:
Using MS Clarity, I studied heatmaps and user recordings to observe how visitors interacted with the page. The findings were clear:
Users scrolled through the page without engaging with the heavy text content.
Many users were primarily looking for images and visual cues but left the page quickly due to the overwhelming amount of text.
Almost 50% of users bounced after the first section.
Competitive Analysis:
I conducted an in-depth review of 13-14 competitor brands to analyze the structure and content of their bestselling product pages. This helped us develop a refined content hierarchy, focusing on:
Using high-quality images and infographics.
Limiting text to only the most essential information.
Creating a page flow that kept users engaged while presenting all key product benefits concisely.
3. Design Solution
With insights in hand, I moved into the design phase, focusing on a user-centered approach. Key changes included:
Visual-First Design:
We shifted from a text-heavy layout to an image-driven design. High-quality product images and infographics were placed upfront, summarizing product benefits and usage tips. This allowed users to gather essential information quickly, without needing to scroll through lengthy paragraphs.
Simplified Content:
The original text was trimmed down significantly. We placed the most important product details (benefits, usage, ethics like “money-back guarantee,” etc.) right after the images, accompanied by a prominent "Add to Cart" button.
Streamlined Content Hierarchy:
Following our competitive analysis, we structured the page in a way that mirrored best practices from top-performing product pages in the industry. This included breaking down content into digestible sections and using images wherever possible to convey information.
4. Testing & Results
The redesigned page was A/B tested against the original bestselling page over 2000 sessions.
Initial Results:
The new design initially showed a 45% improvement in conversion rates during the first few weeks.
Sustained Performance:
While the boost tapered off, the new page consistently outperformed the original, maintaining a 20% higher conversion rate overall.
5. Reflection & Learnings
This project was a rewarding challenge, not only because it involved redesigning a critical revenue-driving page but also because it pushed me to dig deeper into user behavior and competitive analysis. I learned that even bestsellers need periodic refreshing, and it was gratifying to see how research-based design decisions can drive real impact.
While the initial conversion spike slowed down, the overall performance exceeded expectations, providing valuable insights for future optimizations.