Slayer: Homepage, collection and PDP rework lifts Conversion Rate 400% and Total Revenue 300%

The challenge

Slayer's homepage had no clarity of product purchase flows, the collection page had poor commerce hierarchy, and the PDP had trust and value under-represented.

Hypothesis

If we reframe the homepage with better purchase flows based on customer personas, and improve collection page hierarchy and PDP trust/value factors, overall conversion will improve drastically.

What we changed

• Homepage: static hero with a clear headline, bestsellers, limited editions, shoppable timeline moments, and a trust strip (Official Merch, Ships Worldwide)
• Collection: consistent template, era-based categories and badges, added scarcity, popularity and edition labels
• PDP: compressed the announcement stack, added a shipping promise under price, added COA, edition size and provenance story

Impact

A direct, validated increase in Total Revenue, Revenue-per-visitor, AOV and Checkout completion: all a direct consequence of the CRO work on the site.