Case study

How we helped a British menswear label sell better online, page by page

A design-led British menswear label selling direct online. We improved its conversion journey, then refreshed product pages with AI imagery and copy.

IndustryMenswear, sold direct online
SellsShirts and accessories
ServicesCRO, landing pages, AI imagery, product copy

What we delivered

Fix the journey, then fill the pages

01Conversion rate audit

Where shoppers drop out.

02Landing page optimisation

Product and campaign pages.

03AI product imagery

On-model, lifestyle and studio.

04Product descriptions

Written for conversion and SEO.

01 · Conversion rate audit

Finding where shoppers drop out

We followed the path from product page to checkout.

  • Product page, basket and checkout journeys
  • Where people hesitate or leave
  • Fixes ranked by impact and effort
Illustrative example
E-commerce journey checkpoints
Product pageDetail & add to bag
BasketReview & continue
CheckoutDetails & pay
PurchaseConfirmation
Example fixImpactEffort
Clearer size and fit guidance on the product page
Stronger proof and delivery info above the fold
Fewer steps and clearer errors at checkout

02 · Landing page optimisation

Pages built around one decision

Principles applied to product and campaign pages.

  • One clear offer and call to action
  • Proof and delivery near the buy button
  • Size, fit and fabric easy to find
  • Less noise above the fold
Illustrative example
Simplified product page wireframe
Product imagery
Gallery
Flat-lay · studio · lifestyle
Buy panel
Product namePrice · offer
Proof & deliveryNear the button
Size & colour
Add to bag
Features & care

03 · AI product imagery

From flat-lay to on-model, without a shoot

AI-generated studio, lifestyle and on-model imagery, created from the existing flat-lays. Drawn examples below.

Illustrative exampleDrawing of a short-sleeve shirt laid flat
Flat-layStarting point
Illustrative exampleDrawing of a faceless mannequin wearing the shirt on a plain backdrop
StudioOn-model, plain backdrop
Illustrative exampleDrawing of a faceless figure wearing the shirt by a wall with plant shadows
LifestyleIn context
Illustrative exampleClose-up drawing of the shirt on a torso, showing collar and buttons
On-modelFit and detail

04 · Product descriptions

Copy that helps people decide

Descriptions written for conversion and search, in one clear structure.

  • A short hook that sets the product apart
  • Features a shopper can scan
  • Fabric and care, plainly stated
  • A brand promise that stays consistent
Illustrative example
Description structure
HookOne or two lines on what makes this piece different, in plain language.
FeaturesScannable bullets: collar, fit, finish, how to wear it.
Fabric & careMaterial, feel and washing, easy to find.
Brand promiseA short, consistent block that sits on every product.

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