Small tests, big lifts

Optimizing Therabody's PDP:
Driving growth through iterative testing

Responsive Web
Growth Experimentation
eCommerce

I optimized product detail pages through targeted A/B testing, increasing conversion rates by 12-15% and revenue per visitor by over 30%, while minimizing engineering needs.

Role: Product Designer
Timeframe: ~1-2 months
Team: Product Owner
Outsourced Engineering
QA Engineer
Site reach: ~400k globally

Context

Therabody aimed to boost e-commerce performance by optimizing product detail pages (PDPs) to enhance clarity, reduce friction, and drive conversions.

Problem Space

Key product information, such as attachments and use cases, was buried deep in the PDP, causing user confusion and reducing conversion rates. Customers struggled to understand Theragun’s unique value, especially compared to cheaper alternatives, which hurt purchasing confidence and revenue.

Solution

Using RICE scoring, I prioritized high-impact A/B tests to address key pain points. My approach included reorganizing critical information, simplifying content, and adding comparison tools to help users make confident purchasing decisions. All changes leveraged CMS capabilities to minimize engineering resources while maximizing impact.

Impact

+15% increase in PDP conversion rates, +31% boost in revenue per visitor, and improved user engagement by addressing customer pain points and simplifying the shopping experience.

STEP ONE

Analyze qualitative and quantitative data

I categorized insights in Airtable to identify and prioritize top pain points.

Post-purchase surveys revealed customers struggled to understand Theragun’s value versus cheaper alternatives, seeking clearer explanations of its benefits and use cases.
The PDP was cluttered, with critical details like attachments buried at the bottom. Customers experienced "scroll fatigue," reducing conversions. In the heat and click maps to the right, the attachments section in particular was a key area of confusion for customers but it lived at the very bottom of the page, getting little engagement.
A lack of relatable imagery and practical examples diminished the product’s premium appeal.

personas

Who I was designing for

The Everyday Pain Sufferer

Deals with chronic pain, recovery needs, or occasional discomfort. Likely middle-aged or older.

Motivation
Wants an effective, easy-to-use solution for pain relief. Trusts doctor recommendations.

Behavior
Researches why Theragun is better than cheaper alternatives. Reads reviews before buying.

Pain Points
Overwhelmed by technical jargon and pricing concerns. Unsure if it’s worth the investment.

Design Consideration
Needs clear, simple explanations of benefits without heavy technical language.

How might we…

Create a PDP that drives engagement and conversion by enabling confident purchases while minimizing engineering reliance?

STEP TWO

Test out ideas

My design goals

Highlight Theragun’s unique benefits to justify its price.

Reorganize critical features for better visibility and skimmability.

Work within CMS constraints and design tests myself to deliver results quickly.

Hypothesis

If we redesign the PDP to prioritize mobile-first usability, showcase product benefits through engaging multimedia content, and streamline information architecture, then we will increase user engagement, improve conversion rates, and enhance customer satisfaction.

Test #1

Hypothesis: Moving the attachments section closer to the add-to-cart button would improve user focus on purchasing decisions.

Execution: Updated the page layout using the CMS to reposition the section just below the fold.

increase in PDP conversion rate: +15%
boost in revenue per visitor: +12%

Follow up design

Moving the section higher proved successful, but the design was outdated and required too much friction to quickly view all attachments.

I worked on a new component for the carousel that was implemented after I had left to improve usability and visual UI.

Test #2

Hypothesis: Simplifying the app block would make its benefits clearer and improve engagement.

Execution: Replaced a busy animation with static app screen imagery and a clear headline using CMS tools.

increase in PDP conversion rate: +22%
boost in revenue per visitor: +31%

Test #3

Hypothesis: Adding a modal to compare Elite and PRO Theragun models would help users make informed decisions.

Execution: Implemented a modal using pre-built CMS components to allow on-page comparisons.

increase in PDP conversion rate: +12%
boost in revenue per visitor: +13%

Learnings and takeaways

Scrappy solutions work

Value of data-driven decisions

User-centered design wins

Adaptability matters

I applied these learnings to redesign the cart and checkout experience, focusing on simplifying the buy online, pick up in-store flow to reduce friction and improve the customer journey.

If this sounds like you

You want more people to buy, but you can't bet the budget on a full redesign. Your budget is real, and every decision counts. I work with early-stage founders as a fractional founding designer: research, scope, design and a handoff your engineers can run with, at the level of involvement your budget allows.

Book a free discovery call

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