Ecommerce · North Supply
Product pages rebuilt around the buying decision
An ecommerce catalogue was restructured so each page answered the questions that stalled purchases.
The Business
North Supply sells outdoor and travel gear online.
The Challenge
Traffic was healthy but product pages read like spec sheets and conversion lagged.
What We Found
- Key use-case information appeared below the fold
- Images did not show scale or use
- Common objections were unanswered
The Strategy
- Lead with use case and fit
- Sequence imagery to answer questions in order
- Handle objections on the page
What We Built
- Product title and description templates
- New image sequence
- FAQ blocks per category
Before / After
Before
Specification-first product pages.
After
Decision-first pages that pre-empt objections.
Results
- Fewer pre-purchase support queries
- Clearer category structure
- Reusable templates across the catalogue
What We Learned
Most ecommerce conversion problems are unanswered-question problems.
Services used
- Ecommerce & Product Growth
- Content & Marketing
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