Move product gallery closer to the fold

Before

After

Hypothesis

By moving the product gallery directly below the hero and review sections, visitors will explore product options earlier in their session and stay more engaged, thereby increasing product page views and add-to-cart rate without negatively affecting brand perception.

What we learned

Why It Failed a. Visitors skipped brand/story context - Control flow = Hero → brand credibility → trust/education → then products. - Variant = Products shown almost immediately. - This caused visitors to click into product pages without enough emotional context. - Jewelry especially relies on trust, craftsmanship, and brand positioning. Without this, product pages felt "thin." b. Product pages weren't optimized to convert cold traffic - Product pages didn't carry over brand narrative → they looked more like plain PDPs. - So visitors came curious but bounced (ATC dropped). c. Lost secondary browsing (collections) - Collection view rate tanked (-20%). - By showing products up top, we unintentionally reduced exploration. Instead of browsing styles, visitors jumped to single products and didn't see the breadth of offering. - Jewelry is a "browse & compare" category, people want to see options before committing. d. Emotional mismatch between traffic source & fold - Likely: Ads/Landing Page → promise → homepage with immediate product push. - But user psychology = "Wait, who are you? Why should I trust you? Why are you premium?" - Without trust → people leave or bounce after PDP view. Key Insight Moving products up solved for visibility, but ignored storytelling and emotional sequencing. - It boosted curiosity clicks → more product views. - But those clicks were low-quality → didn't translate to cart or conversion. Results Recap: - Conversion Rate ↓ -4.29% - Revenue per Visitor ↓ -4.79% - AOV → No Change - View Product Rate ↑ +5.66% - View Collection Rate ↓ -20.75% - ATC Rate ↓ -3.13% More product views happened, but it didn't carry downstream.