H1
Reducing decision friction around sizing and variant selection would create a smoother path to purchase.
Shopify
Platinum
PartnerUpworkTop Rated PlusClutchVerified Reviews
Platinum
PartnerUpworkTop Rated PlusClutchVerified Reviews
A more conversion-focused luxury shopping experience.
Marco Dal Maso approached us to improve conversion across their Shopify storefront. Working CRO-first, we combined UX strategy, customer psychology and luxury ecommerce best practices to increase purchase confidence and reduce decision friction.
Results at a glance
What the redesign moved
1.5%
Before · Add-to-cart2.4%
After · Add-to-cart+28%
PDP conversion
+63%
Mobile add-to-cart
−41%
PDP bounce
−2
Typefaces
Client overview
Marco Dal Maso
Marco Dal Maso is an Italian luxury jewelry brand known for handcrafted sterling silver jewelry, premium materials, and distinctive Italian craftsmanship. The brand had already established a strong visual identity and premium product photography, yet key product pages were underperforming and creating friction throughout the customer journey.
Industry
Luxury Jewelry
Platform
Shopify
Location
Italy
Focus
PDP · Cart · Mobile
The business challenge
Not a traffic problem, a decision problem.
Internal analysis revealed several opportunities across the buying journey. The challenge wasn't traffic, it was converting product interest into purchase intent. A 1.5% PDP add-to-cart rate and a 73% PDP bounce meant high-traffic products drew attention but generated limited purchases.
Audit snapshot
- Add-to-cart
- 1.5%
- PDP bounce
- 73%
- Traffic
- High
- Platform
- Shopify
- Market
- Luxury
Audit goal: identify every obstacle preventing customers from progressing toward purchase.
Key findings
- Features prioritized over decision-making
- Trust signals lacked visibility
- Variant and size selection created friction
- Product discovery underutilized
- Cart worked as storage, not conversion
- Weak luxury product storytelling
- Mobile shoppers hitting friction
- Cross-sell opportunities underused
CRO hypotheses
Five working hypotheses
Based on the audit findings, we developed several working hypotheses to guide the redesign.
H2Bringing trust-building content closer to the Add-to-Cart section would increase customer confidence.
H3Improved product storytelling would strengthen engagement and reduce abandonment.
H4Better product recommendations would encourage larger baskets and stronger product discovery.
H5A conversion-focused cart experience would maintain purchase momentum and support checkout progression.
The strategy
Redesigned for decision-making, not aesthetics.
Every component was rebuilt around three principles: increase purchase confidence, reduce decision friction, and increase product discovery.
The redesign, screen by screen
Before
AfterProduct page
Mobile · before & after
Before
AfterProduct page
Before
AfterCart drawer
Key conversion improvements
- Above-the-fold optimization
- Trust signals near the CTA
- Clear variant & size selection
- Luxury product storytelling
- Complete The Set cross-sell
- Conversion-focused cart drawer
- Wishlist & Quick Shop
- Klarna & express checkout
- Made in Italy & craftsmanship
- Sticky mobile Add-to-Cart
Final takeaway
A decision-making problem, solved.
“Thank you for all your efforts. We got there!”
Natasha Faith
Business Development & Operations, Marco Dal Maso
What this project demonstrates
- Conversion rate optimization
- Shopify UX strategy
- Luxury ecommerce design
- Mobile-first UX
- Product page optimization
- Cart drawer optimization
Your store could be next
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