Cute.Camera Boosted Add-to-Carts by 15% by Rethinking the PDP Experience
Cute.Camera, an Austin-based vintage camera shop, had a strong brand and social presence — but its product detail pages weren’t sealing the deal. After discovering that only 25% of users even saw the “Add to Cart” button, we optimized the layout, added visual cues like emoji-based taglines, clarified condition ratings, and spotlighted the return policy. The result? A 15% increase in add-to-cart rate, a 2.5% drop in bounce rate, and significantly deeper engagement with product pages.
Here’s how we earned an Austin camera seller a +15% Increase in Add to Cart.
Do you think your brand should have better sales than it does?
Are you mystified as to why sales aren’t higher?
Why you’re not earning the revenue you feel your products deserve?This a question that has driven smart people to distraction. The answers might be all but invisible, hiding close to home:
on their product detail page.
Here’s how we helped one Texas founder figure out why his revenue wasn’t higher.Once we fixed it, his add to carts shot up by 15%.
Here’s how we did it.
I. Our brief
As we’ve discussed previously, Cute.Camera is a Austin, TX-based seller of vintage film equipment with an incredibly strong visual identity. But the sales weren’t where founder Ian Lindstrom thought they should be.
Once we were done, Cute.Camera saw a 15% increase in its add to cart — and we can engineer similar results for your brand. If we can’t boost your conversion rate by 10% in 60 days, we’ll work for free until we do.
Lindstrom’s strongest successes were in the brand itself, and on the brand’s social channels, where his messaging was clear and persuasive. Once buyers arrived at the site, though, this messaging became diffuse, and the transactional spaces failed to convert them.
Starting points
We knew that many of Lindstrom’s buyers were already comfortable shopping vintage online — and we’ve previously discussed how we tackled the peculiarities of buying vintage electronic equipment (like Lindstrom’s cameras) online. With that change in progress, we looked elsewhere — and soon discovered that his product detail pages were purchase-unfriendly.
We knew that Ian had created a highly successful brand identity, backed by a strong social media presence. He had also made the decision to amplify his brand’s commitment to empowering women photographers — something we found through our research resonated deeply with his Gen Z and Gen Alpha buyers.
With all this in hand, we got to work.
Add to Cart
I: Redesigning the PDP
Our problem, we realized, was focused on the product detail page — a prime target for redesign.
We discovered that only 25% of users scrolled far enough to see the "Add to Cart" button — and only 8% scrolled beyond it. We needed to deliver a unique experience that would encourage users to engage more with the content — extending the fun and adventurous spirit showcased so well on social to the product pages. We were confident that if we accomplished this, it would have a positive effect on the "Add to Cart" rate.
First, we expanded Ian’s use of emojis to some brief product copy, unique to each camera: Each device received a three-word tagline — for example, “Get Golden 🌅Intuitive 🔨 Durable.” This reminded buyers of each camera’s unique properties, while giving us an opportunity to bring some visual variation to the page and remind shoppers that Cute.Camera spoke their language (i.e. emojis) — this wasn’t another staid camera reseller; Cute.Camera shared the same ethos that they did, where connection and authenticity was privileged over superficial, meaningful, and ultimately dangerous likes, followers, and fans were deemphasized.
By making the Add to Cart button visible — and the buying experience more fun — Cute.Camera saw a 15% lift in add-to-carts.
II. Taking it further
Ian was already doing the hard point: sourcing exceptional vintage cameras and backing up their sale with an admirable return policy. We just need to optimize his listings to maximize trust: We wanted to ensure that the conditions ratings were clearly communicated — so that buyers could feel confident they understood the condition of the specific unit they were purchasing — and that his generous return policy was equally enunciated. Without overtaxing buyers’ attention spans, we added a brief recapitulation of the product description — under 20 words — which drew out the conversation now initiated by the new taglines that mixed copy and emojis.
Accordingly, we found additional areas for improvement here. As noted above, we had discovered that only 25% of users scrolled far enough to see the "Add to Cart" button, and just 8% scrolled beyond it, making this point a worthy point of focus. We optimized the Add to Cart button to make it more visually prominent, expecting that this would both increase scroll depth and result in more Adds to Cart.
III. Our results
We were confident in our hypothesis, and indeed, our changes led to easy-to-see results:
Gains of +15% Increase in Add To Cart
Gains of +2.50% Bounce Rate Decrease
Gains of +50 Add To Cart (50% of traffic)
If you’d like similar results for your brand, reach out to schedule a consultation. If we can’t boost your conversion rate by 10% in 60 days, we’ll work for free until we do.
