Saltrock.

Reducing friction at a key moment in the buying journey.

As part of Saltrock’s ongoing digital growth, we identified a major opportunity in the brand’s ecommerce journey: customers were reaching product pages but failing to move forward. The Product Detail Page (PDP) experience wasn’t converting interest into action.

Our goal was to reduce drop-offs during the consideration stage, uplift Add-to-Basket rates, and ultimately improve conversion.

Understanding where the journey stalled.

Our analysis uncovered key pain points in how users interacted with product pages:

- 74% drop-off rate on Product Detail Pages

- Only 10% Add-to-Basket rate

- Session recordings showed customers struggling to navigate the product image gallery

The data told a clear story: shoppers wanted to explore Saltrock’s products, but the gallery experience created friction, particularly on mobile.

Designing a seamless product experience.

Streamlining exploration through design.

Using our Journey-Led Growth approach, we mapped Saltrock’s customer journey from discovery to purchase and identified the image gallery as a pivotal touchpoint. By removing friction here, we could influence conversion across the whole journey.

We transitioned from a busy gallery view to a cleaner, single-featured image with thumbnails, helping users focus on what mattered most, the product itself.

Enhancing usability on mobile.

On mobile, we enlarged carousel icons and improved navigation to make browsing more intuitive. These subtle, user-centred adjustments turned frustration into fluidity, ensuring that shoppers could explore products effortlessly on any device.

A measurable uplift in engagement & conversion.

The impact was immediate and significant:

1. +6.77% Overall Conversion Rate increase

2. +48% uplift in Desktop Conversion Rate

3. +34.78% increase in Revenue per Visitor

4. Estimated +£5.8k/month additional revenue from PDP optimisations

By focusing on journey-led design, Saltrock reduced drop-offs, improved Add-to-Basket rates, and created a smoother path to purchase. The improvements were rolled out across all devices, delivering sustained growth and a stronger foundation for future optimisation.

Through collaborative insight and data-driven design, we helped Saltrock connect the dots between user behaviour, design friction, and commercial outcomes, demonstrating how focusing on the customer journey can drive measurable, long-term growth.