Morning Glory - Product Page Updates

Scope: E-Commerce Product Detail Page (PDP) Redesign, UX/UI Optimization, Conversion Rate Optimization (CRO)

Objective: Transform the product detail page from a basic, low-converting listing into a high-impact, feature-rich buying experience that boosts Average Order Value (AOV) and streamlines customer decision-making.

The Challenge

Morning Glory provides premium superfood-enriched oat blends designed for overnight oats and porridge. While the brand had strong product photography and a distinct aesthetic, the original product page had several structural limitations:

• Complex & Unclear Pricing Options: Size selection was listed strictly in grams/portions (e.g., 700g, 1400g), requiring mental math for shoppers to calculate value.

• Friction in Flavor Selection: Customers had to navigate back to the main shop page or collection pages to change flavors rather than switching variants directly on the PDP.

• Sub-Optimal CTA Hierarchy: Low-contrast primary CTAs made the purchasing steps feel passive rather than inviting.

• Cluttered Content Layout: Product storytelling and nutritional details were presented in generic text blocks below product photography, leading to heavy scrolling and high bounce rates.

The Solution

We completely re-architected the Morning Glory PDP, focusing on variant versatility, value transparency, and interactive content sections.

Key Transformations & Features

1. In-Page Flavor & Multi-Pack Selector

• Visual Flavor Swatches: Introduced interactive color-coded swatches directly under the product title, allowing shoppers to effortlessly sample and toggle between flavors (e.g., Matcha & Coconut) without leaving the page.

• Tiered Multi-Pack Discounting: Shifted from confuse-heavy gram options (700g/1400g) to intuitive multi-pack options (1 Bag, 2 Bags, 3 Bags).

• Per-Serving Cost Transparency: Integrated clear cost breakdown tags (e.g., 64p per serving) and highlighted the 2 Bags tier with a prominent "Most Popular" badge to nudge customers toward higher-margin purchases.

2. Conversion-Oriented CTA Hierarchy

• High-Contrast Primary Buttons: Upgraded the main "Add to Cart" button to a vibrant brand-green primary block to draw immediate focus.

• Accelerated Checkout Options: Maintained instant express checkout options (Buy with Shop) right below the primary action for seamless mobile purchases.

3. Structured Information Architecture

• Collapsible Accordions: Organized essential product details into clean, expandable accordions (Why Morning Glory?, How To Enjoy Morning Glory Oats, Ingredients, FAQs) directly below the purchasing widget.

• Thumbnail Carousel Navigation: Added clear visual media thumbnails (packaging close-ups, serving suggestions, nutritional tables) under the main product hero image to encourage visual exploration.

Results & Impact

• Increased Average Order Value (AOV): Tiered quantity selector and "Most Popular" nudges drive multi-bag purchases naturally.

• Reduced Friction & Cart Abandonment: Shoppers can pick flavors, evaluate per-serving costs, and review ingredients without navigating away from the page.

• Enhanced Mobile UX: Compact accordions and high-contrast CTA buttons keep all critical decision factors above the fold on mobile screens