Ramraj: Sticky CTA + ATF rework moves the needle on AOV and RPV

The challenge

The PDP had an average ATC rate, but considering the brand reputation and broken UX, we saw that conversion could be improved.

Hypothesis

Reworking the ATF to emphasise product-based benefits, improving alignment and visual hierarchy, and enriching the sticky CTA with social proof and benefits will directly result in better ATC and conversion.

What we changed

• Redesigned the sticky CTA with reviews and brand benefits
• Restructured the ATF with bigger hero images and a benefit micro-line
• Improved visual hierarchy of title, reviews and pricing
• Increased size-selector spacing to make it easy for the thumb

Impact

A direct, validated increase in Add to cart, Average order value and Revenue per session: the core CRO metrics.