Context
Nordic Oil is a CBD brand selling in 10 European markets through Shopify. Customers need to trust a CBD product completely before buying, and they kept asking customer service the same questions the product pages should have answered. Our analytics also showed that visitors rarely scrolled far down the page. In 2025, together with the two e-commerce managers, I redesigned the product pages to raise conversion rate and provide a better user experience.
Role and Scope
As CMO and the only designer on the team, I led the redesign from research, brainstorming and strategy through to the UI design of every element. The two e-commerce managers handled development and the rollout to all 10 shops.
Strategy
The audit showed two main problems: the pages left most customers' trust questions unanswered, and the answers which were already on the site sat too far down the page to be seen. Each change addresses one customer doubt:
Customer pain point
How we addressed it
We launched in March 2025 on the three highest-traffic product pages in the German and Danish shops. This was a before/after comparison, not an A/B test. After three weeks, CR was lifted, visitors stayed longer on the page, scrolled further and switched less between products, so we rolled the design out to every product page in all 10 shops.
Outcome and Impact
After a three-week pilot on the three highest-traffic pages in Germany and Denmark, the redesign went live on every product page in all 10 shops. In Germany, conversion rate rose 18.5% year over year in the five months after launch while in Denmark it rose 17.6%.
+18.5%
Conversion rate Germany
+3.6%
Revenue per visitor Germany
+17.6%
Conversion rate Denmark
+16%
Revenue per visitor Denmark