A deep dive into how I redesigned Bewakoof’s Product Detail Page to improve the “Go to Cart” metric and increase the overall conversion rate.
Date :
2024
Time Taken :
1-2 Months
My Role :
End-End Design Process
Overview
This project was split into two phases. The first phase focused on improving the “Go to Cart” metric by reworking the interaction after users added a product to their cart.
The second phase was a complete visual revamp of the Product Detail Page, aimed at fixing design inconsistencies, improving overall UX, and making the page more engaging and user-friendly.
Impact
The project led to a measurable uplift across key metrics — user conversion increased by 0.92%, and revenue per user saw a 1.33% boost. We also observed a rise in average order value (+0.36%) and basket size (+0.28%), showing clear signs of improved user intent and engagement.
Part I : Working on the “Go to cart Metric”
Introduction : In a regular catch-up with the PMs and design team, a major concern came up the “Go to Cart” metric on our Product Detail Page had dropped significantly. It was flagged as serious, and we were asked to brainstorm possible causes and solutions. The project was assigned to me with full ownership.
Problem
Users were adding products to their cart but not proceeding to the cart page, leading to a noticeable drop in the “Go to Cart” metric. This indicated a disconnect in the user journey, possibly due to lack of feedback, unclear next steps, or low intent and needed to be addressed to improve conversions.
While the “Go to Cart” drop was surfaced as a business problem, it pointed to a deeper user issue, users were clicking "Add to Cart" but
not feeling enough clarity, confidence, or urgency to follow through and view their cart.
It indicated a disconnect between action and intent: people were adding items but either not realizing what happened next, or losing momentum due to unclear feedback or friction. Fixing this wasn’t just about increasing numbers, it was about making the interaction feel complete, intuitive, and reassuring for the user.
Approach to solve the problem
To understand why users were adding items to their cart but not proceeding further, I discussed the issue with designers, PMs, and their lead. We took a step back and reviewed the entire PDP experience to spot potential friction points.
I identified a few key problems:
Users might not realize the product has been added to the cart
There was no clear feedback or direction on what to do next
The intent to go to cart was low, possibly due to lack of urgency, trust, or clarity
Solution
Based on these insights, I explored multiple design variations with the design and product teams, focusing on how to solve these issues through interaction design. The team eventually aligned on the button flip variation.
When a user selects a size and taps “Add to Cart”:
A subtle confetti animation appears for feedback and delight
The “Add to Cart” button flips into a “Go to Cart” button
Additional messages like coupon unlocks or social proof can appear above the button to build intent and urgency
Key Problems it solves
Clear Feedback – Confirms action was successful
Next Step Guidance – Makes it obvious what to do next
Boosted Intent - Opportunity to add trust, urgency, or rewards (e.g. “500+ bought in last 7 days” or “You unlocked FLAT10”)
Challenge
In the initial version, I made the “Add to Cart” button sticky across the entire PDP. This helped the interaction (like the button flip and animation) feel seamless, and I believed it would also improve the add-to-cart rate by keeping the CTA always accessible.
However, I overlooked one key behavior-users who weren’t fully convinced by a product often scroll to explore related items or product shelves. The sticky button, in that context, felt restrictive and pushed users toward adding to cart before they were ready. This friction showed up in the data: after the first release, we noticed a dip in both add-to-cart actions and overall conversions.
This feedback made it clear that I needed to rethink how and where the CTA showed up, balancing visibility with user exploration.
Iteration & Final Solution
To fix this, I refined the sticky behavior of the “Add to Cart” button. Instead of keeping it sticky throughout the entire PDP, it now stays visible only while the user is viewing content related to the current product like images, description, and reviews.
Once users scroll down to explore other product shelves or similar items, the button gracefully scrolls away with the page. This removed the pressure of having a CTA constantly hovering which, in hindsight, felt like a salesman hovering over your shoulder while you browse.
This tweak preserved the improved interaction for serious buyers, while giving undecided users the breathing room to explore, and it worked. The add-to-cart numbers and conversions bounced back.
This led to a measurable uplift across key metrics — user conversion increased by 0.92%, and revenue per user saw a 1.33% boost. We also observed a rise in average order value (+0.36%) and basket size (+0.28%), showing clear signs of improved user intent and engagement.
Part II : PDP Revamp Introduction
Now, the second phase of the project. The PDP Revamp.
While no one explicitly asked for a redesign, we noticed that the PDP was starting to feel outdated, with inconsistent spacing, low visual hierarchy, and a slightly overwhelming presentation of information.
From a user perspective, this meant more effort to process information, especially on mobile — slowing down decisions. From a product lens, it was also a missed opportunity to highlight urgency, offers, and trust-building elements more effectively.
The revamp was driven by a mix of UX hygiene and conversion-driven intent — making it easier for users to engage with the product and take action faster.
This new PDP design hasn’t been rolled out yet, but the intent and rationale are aligned with long-term UX and product goals. It’s currently in the pipeline for future testing and iteration.
Approach
Once the cart interaction was stabilized, I moved to phase two — a full revamp of the Product Detail Page.
The goal here wasn’t just to make it look better, but to
fix visual inconsistencies, clean up spacing and layout issues and bring design hygiene across all components. Alongside that, I thought deeply about what users expect from a modern PDP. What kind of information, visuals, and nudges help them decide and filled those gaps.
Changes made
Visual Cleanup : Reduced unnecessary colors, fixed spacing and layout inconsistencies to make the page more visually pleasing and modern — all while keeping the existing content intact.
Revamped Offers Section : Redesigned the offers area to be more functional and eye-catching, making it easier for users to notice and use the discounts.
Customer Images in Carousel : Added key highlights and customer images at the end of the image slider, based on feedback that users often rely on these before deciding to buy, this keeps their experience seamless.
Added Best Price & Model Height : Introduced a "Best Price" feature to show users how low they can get the product and how, along with model height info to help users pick the right size and reduce returns.
Conclusion
This project taught me that even small interaction changes can have a big impact. Fixing the “Go to Cart” flow improved clarity and intent, and the PDP revamp brought consistency and a smoother user experience. It was a long project that tested me, but I’m glad I stuck with it and learned a lot along the way.
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