A beautiful store that whispered when it should have spoken
Marco Dal Maso is an Italian luxury jewelry brand with strong photography and a premium identity, but key product pages were underperforming. We redesigned the buying journey through a CRO-first lens to increase purchase confidence and reduce decision friction.
Overview
A decision-making problem, not a traffic problem
Marco Dal Maso is an Italian luxury jewelry brand known for handcrafted sterling silver, premium materials, and distinctive craftsmanship. The brand already had a strong visual identity and excellent product photography.
But the high-traffic product pages were underperforming and creating friction across the journey. The objective was clear: increase purchase confidence, reduce decision friction, and create a luxury buying experience that reflects the quality of the brand. We approached it CRO-first, combining UX strategy, customer psychology, and luxury ecommerce best practices.
Client at a glance
- Luxury jewelry · Shopify DTC
- Italy
- Handcrafted sterling silver
- Audience: premium, mobile-heavy buyers
What we delivered
The Challenge
Strong interest, weak purchase intent
The challenge was not traffic, it was converting product interest into purchase intent. Internal analysis surfaced several opportunities across the buying journey.
PDP add-to-cart around 1.5%
High-traffic products were getting attention but generating limited purchases, with a PDP bounce rate reaching 73%.
Trust signals lacked visibility
Craftsmanship, shipping, returns, personalization, and payment options were not positioned close enough to the buying decision.
Variant selection created friction
Size selection and product options lacked visual clarity and added unnecessary decision friction, especially on mobile.
Cart was a utility, not a conversion tool
The cart drawer worked as a storage area, missing recommendations, express checkout visibility, and quick-shop opportunities.
CRO Audit & Research
We mapped the journey before opening Figma
We ran a UX and CRO audit across the homepage, navigation, product discovery, PDPs, mobile, cart drawer, trust signals, and recommendations, to identify every obstacle preventing customers from progressing toward purchase.
The CRO roadmap
The Redesign
Redesigned for decision-making, not just aesthetics
Every component was rebuilt around three principles: increase purchase confidence, reduce decision friction, and increase product discovery. We moved the PDP from an information layout to a guided buying experience.
PDP above-the-fold
Reworked the hierarchy to prioritize purchase: larger imagery, clearer variant and sizing, stronger CTA visibility, and faster access to critical information.
Trust & reassurance layer
Repositioned Made in Italy, secure checkout, Klarna financing, shipping, returns, craftsmanship, and personalization directly around the buying decision.
Luxury storytelling
Transformed information-heavy pages into experiences communicating craftsmanship, heritage, materials, personalization, and product value.
Complete the set (cross-sell)
Integrated recommendations into the buying journey to encourage basket building, styling inspiration, and natural product discovery.
Cart drawer CRO
Turned the cart from a utility into a conversion layer: product visibility, wishlist, quick shop, Klarna and express checkout emphasis, and empty-cart recovery.
Mobile experience
Redesigned key interactions for mobile buyers: sticky add-to-cart, better size selection, improved touch interactions, and reduced scrolling friction.
Event-driven and orchestrated in the cloud: every step independently observable, retryable, and parallel.
Key Improvements
Every decision served a business objective
Rather than redesigning for appearance alone, each change was made to support measurable goals across the luxury buying journey.
Increased purchase confidence
Reassurance (Made in Italy, craftsmanship, shipping, returns, secure checkout, Klarna) became part of the purchase experience instead of something to hunt for.
Reduced purchase friction
Simplified variant and size selection, product hierarchy, and personalization for a smoother path from discovery to add-to-cart.
Stronger product discovery
Cross-sell and recommendations were repositioned to support decisions, with Complete the Set and better merchandising.
Luxury storytelling, aligned to value
Greater emphasis on craftsmanship, materials, heritage, and personalization, so the digital experience reflects the premium product.
Common Questions
What this project shows
The store already looked premium. The problem was beneath the surface: weak hierarchy, hidden trust signals, and friction in sizing and cart. We redesigned for decision-making, so every change targeted purchase confidence and friction, not just aesthetics.
Beautiful products that aren't converting?
If your store looks premium but the product pages do not convert, the gap is usually purchase confidence and friction, not design polish. Let's find it.