MOBILE PDP OPTIMIZATION ACROSS 3 DTC BRANDS (GREENLANE)

Project Overview

As Director of Ecommerce at Greenlane, I led a mobile PDP optimization initiative across three DTC brands to improve how customers evaluated products, added items to cart, and completed purchases on mobile. With more than 75% of customers shopping from mobile devices, the goal was to create a clearer, more consistent PDP experience that supported stronger engagement, add-to-cart rate, conversion, AOV, and customer confidence.

The redesign focused on elevating purchase-critical information, including product imagery, price, variants, reviews, stock status, shipping details, free shipping messaging, trust badges, CTA placement, related products, upsells, FAQs, and return information. The goal was not only to improve UX, but to make each PDP work harder as a merchandising, conversion, and cross-sell tool.

Tools/Skills: Ecommerce Strategy, UX/UI, HTML/CSS, Shopify, Adobe Creative Cloud, PDP Optimization , Mobile UX, Research and Analysis, Content Hierarchy, Cross-Functional Collaboration, Multi-Site Implementation

Focus: Improving mobile product page UX and standardizing structure, content hierarchy, and purchase-critical information across three DTC websites.

Responsibilities / Leadership

Improved mobile PDP structure across three DTC brands, including one larger site generating approximately $2M–$4M annually and two additional brands generating roughly $1M annually each.

Increased visibility of purchase-critical information to support stronger mobile engagement, add-to-cart activity, and conversion.

Elevated free shipping messaging to encourage larger baskets and help customers understand how close they were to the shipping threshold.

Improved access to positive reviews, FAQs, shipping details, and return information to increase purchase confidence and reduce hesitation.

Created stronger PDP space for related products and upsells, supporting cross-sell merchandising and AOV growth.

Established a reusable PDP framework that improved consistency across brands and made future ecommerce updates easier to execute.

Primary Mobile PDP Content Outline

• Logo + navigation

• Breadcrumb navigation

• H1 Product title

• Large clear imagery with alternate views

• Variant selectors

• Stock Levels (Creates urgency when stock gets low)

• Product reviews/ratings

• Transparent pricing (price was, price is, amount saved)

• Warranty or any product related trust badges

• Detailed shipping info with delivery date and amount

• Prominent CTA that stands out from everything else

Secondary Mobile PDP Content

• Crisp, clear, informative product description

• Warranty info

• Product related FAQs

• Related products and upsells

• Additional information

• Return Policy

• Product review widget

• Contact info

• Social follow icons

• Footer

Impact

Across the three sites, directional post-launch improvements ranged as follows:

Time on page increased 15–20%, showing stronger product engagement after the PDP updates.

Add-to-cart rate increased 10–15%, suggesting the updated layout helped reduce purchase hesitation.

Conversion rate increased 2-5%, supported by clearer reviews, shipping messaging, CTA visibility, and product information.

AOV increased 5–8% across the three sites, supported by stronger free shipping visibility, related products, and cross-sell merchandising.

Enhanced the mobile shopping experience across all three brands by creating clearer PDP layouts that made product evaluation, purchase decisions, and add-to-cart actions easier on mobile.

Improved visibility of purchase-critical elements, including price, variants, reviews, shipping messaging, and add-to-cart placement, to support stronger engagement and conversion.

Established a reusable, scalable PDP framework that made future ecommerce, merchandising, promotional, and UX improvements easier to roll out across brands.