Nomad: PDP rebuilt as luxury retail experience — RPV +134%, Total Revenue +131%

The challenge

The premium positioning of the brand and the value of the products were poorly represented in the PDP, which under-converted high-intent visitors.

Hypothesis

If we reframe the PDP as a luxury retail experience, elevate product value and emotional identity before price resistance, stack validation near valuation and reduce cognitive friction at decision points, then AOV, Revenue Per Visitor and Conversion Rate will increase. Premium perception of the brand will reflect the artisanal nature of the products, and UX will improve.

What we changed

• Improved overall UI with better visual hierarchy and premium appeal
• Added a badge on hero image to elucidate the intricate artisanal work behind every product
• Added a social-proof badge in decision zones
• Added an emotionally appealing subheader to improve contextual relevance

Impact

A direct, validated increase in Total Revenue, Revenue-per-visitor, AOV and Checkout completion: all the most important metrics for a premium artisanal clothing brand.