Product pages, the conversion engine
Context
If the homepage orients, the product page converts. At Sunology, 100% of paid traffic landed directly on these pages: they carried the full weight of conversion pressure. With a high average basket and a complex purchase decision (ROI, installation, compatibility), every block on the page must answer a specific objection.
The product challenge was twofold: design pages capable of converting a cold visitor arriving from a Facebook ad, while also serving a warm visitor returning after comparing competitors. Two intents, one page, one conversion rate to maximize.
Role
I defined the architecture of each product page: the sequence of blocks, the sales argument hierarchy, pricing positioning, and the breakpoints where users abandon or convert. Each redesign was grounded in a cross-reading of Hotjar data (heatmaps, session recordings) and GA4 metrics (add-to-cart rate by section, exit rate by block).
My role also covered the scaling strategy: how to adapt the same conversion architecture to 5 different product ranges (PLAY, PLAY Max, STOREY, VAULT, STREAM), with distinct use cases and audiences, without creating maintenance debt.
The Product Decisions
Dark vs Light : a strategic choice, not an aesthetic one
We developed two complete variants of each product page (dark and light) and A/B tested them against the same advertising audiences. The initial hypothesis: dark mode would reinforce the technological and premium perception of the product, but might deter less tech-savvy profiles who represent a significant share of our target.
Results were clear: the dark version outperformed on cold audiences (first-time visitors via Meta Ads) in terms of engagement and time-on-page, while the light version converted better on warm audiences (retargeting, returning visitors). The final decision was to maintain both variants and segment their delivery by audience type in the ads manager.
Dark : cold audiences
Light : warm audiences
The Savings widget : the #1 conversion argument
Buying a solar panel is first and foremost an investment. The question blocking the decision isn't "does it work?" but "how long until I break even?" We designed a personalized savings calculator widget integrated directly into the product page, not on a separate page that creates a journey break.
The visitor enters their average consumption (kWh/month) and instantly sees their projected ROI, annual savings, and carbon footprint reduction. This level of personalization turns a generic marketing claim into an individual financial projection. The impact on add-to-cart rate was immediate and measurable.
The Bundle strategy : increasing basket without friction
Rather than pushing accessories as a post-purchase upsell (too late: the user has already left buying mode), we integrated a bundle mechanic directly on the product page. The bundle offers a pre-selected combination of complementary products at a preferential rate, displayed with an explicit savings callout.
The UX challenge was making the bundle visible without it becoming visual noise competing with the primary CTA. The solution: position it after the savings widget (when purchase intent is already established) and frame it as an optimization option rather than an additional product to evaluate. Result: significant increase in average basket without degrading the primary conversion rate.
The Sticky Bar : the CTA that never disappears
On mobile, the "Add to cart" button disappears as soon as the user starts scrolling to read specs and reviews. The friction of scrolling back to the top is enough to break the purchase momentum. The sticky bar solves this: it keeps the price, selected model, and CTA permanently visible regardless of scroll position.
Its design required a careful tradeoff: present enough to be useful, discreet enough not to obscure page content. We tested several height and transparency levels before reaching the balance that maximizes click rate without generating negative UX feedback.
The Full Range
The same conversion architecture adapted across 5 products with distinct positioning.
PLAY Max
STOREY
VAULT
STREAM