Revamping Product Pages for Impact

The product pages weren’t working—low conversions, confusing navigation, and buried messaging left customers lost and marketers stuck.

We reimagined the experience—more evident content, intuitive design, and the right tools to engage and convert.

Objective:


Transform WoodMac’s product pages to drive lead generation, streamline user experience, and equip marketing with dynamic content tools..

The Challenge:

WoodMac’s product pages weren’t converting.

  • Lead Generation: Low conversion rates meant missed sales opportunities.

  • User Experience: Customers struggled to navigate, unsure where to start or how to explore offerings.

  • Content Clarity: Messaging lacked structure, making it difficult to grasp product value.

  • Marketing Limitations: Without flexible design components, pages became content-heavy and ineffective.

It was time for a transformation.

Strategic Approach

To overcome these challenges, we implemented a scalable, modular design strategy:

Component exploration

Design Execution:

  • Developed Figma templates, reusing existing design components and recreating where needed.

  • Established a clear design hierarchy to guide users seamlessly through content.

  • Used real website copy for authenticity and consistency.

Optimization for Consistency and Scalability

  • Created structured templates and guidance to streamline marketing team workflows and ensure a cohesive user experience.

  • Refined margin, padding, and layout for optimal visual appeal and functionality.

  • Recommended enhancements to the component library for long-term scalability.

Hero component options:

The hero banner component was designed with flexibility in mind, incorporating both a primary and secondary button. This allows for immediate action while also offering users the option to explore more information.

Stat components:

Flexibility to highlight stats or callouts, either as standalone elements for emphasis or paired with text blocks to clarify data.

Text + Image or Video Block component:

Flexibility to incorporate images or videos within components for enhanced storytelling.

To tackle these challenges, we crafted a scalable, modular solution by developing four distinct templates, each designed to address key objectives:

VERSION 1 - Standard page
Standard product page layout for general information.

VERSION 2 - Building Trust:
Built trust using compelling stats and testimonials.

VERSION 3 - Common Questions:
Addressed FAQs to anticipate customer queries.

VERSION 4 - Demos:
Highlighted product demos to drive conversions.

Results

Increased product page engagement by 27% by developing over 20 high-impact digital components.

Established a consistent, user-friendly experience, improving navigation and content clarity.

Empowered the marketing team with versatile tools to enhance their content, driving higher conversions and trust.

Consistent, user-friendly experience

Versatile tools to enhance their content

increased page engagement

27%

high-impact digital components.

20+

Before and after

The images below showcase the before and after transformation of product page templates on www.woodmac.com.

The before

The after

Company: Wood Mackenzie

Team: 

Creative Direction: Kristine LaRocca

UI Design: Kristine LaRocca & X Design

Development: WM Developer

Tools: Figma

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