Dr Pooper's Drain Field Cleaner page had a strong commercial opportunity: users were arriving with purchase intent, but the page was not converting that intent as effectively as it could.
The CRO audit showed that PDPs were the dominant entry point for the store, with 83% of users landing directly on product detail pages. However, these pages were underperforming compared with other site areas. For the Drain Field Cleaner page specifically, users were adding the product to cart at a higher rate than other PDPs, but were less likely to complete the purchase.
This suggested the issue was not product demand. It was confidence, clarity, and journey structure.
The Insight
The strongest insight was that important decision-making content was too easy to miss.
On mobile, only a small proportion of users reached the subscription fee, key value proposition content, and featured reviews. This mattered because mobile represented the vast majority of visits, and a significant share of traffic came from paid channels where users expect a fast, visual, and persuasive landing experience.
The page needed to do more than present the product. It needed to build confidence earlier.
The Hypothesis
Blend's hypothesis was that improving the above-the-fold experience, strengthening product value communication, and surfacing trust-building content earlier would help more users progress from product interest to purchase intent.
Rather than treating the redesign as a visual refresh, Blend approached it as a focused Shopify CRO services project: identify the commercial friction, create a testable improvement, and measure the impact against core buying metrics.
The Solution
Blend redesigned the Drain Field Cleaner experience to make the customer journey clearer, more reassuring, and easier to act on.
The redesigned experience incorporated key recommendations from the CRO Audit & Roadmap, including:
- A clearer above-the-fold PDP structure
- Stronger visibility of key value propositions
- A featured review to build trust earlier in the journey
- Improved accordion content to make product information easier to scan
- Better use of product imagery
- A more mobile-conscious layout for paid traffic and high-intent visitors
The test was run through Intelligems, with results evaluated using the targeted Drain Field Cleaner product filter to avoid over-reading wider store performance.
Why It Mattered
This mattered because the page was sitting at a critical point in the funnel. Users were already interested enough to engage and add to cart, but the experience was not giving enough reassurance before the purchase decision.
By improving the structure and sequencing of the page, Blend helped users understand the product, trust the offer, and continue into the buying journey with more confidence.
The work also showed why CRO should be interpreted commercially, not just visually. When the client raised concerns about wider sales performance during the test, Blend reviewed the data more deeply and identified that traffic changes, rather than the PDP test itself, were likely influencing broader sales movement. That helped keep the decision focused on the right success criteria.
For brands looking to improve performance through structured experimentation, this is exactly where ongoing CRO implementation becomes valuable: testing, interpreting, learning, and iterating based on evidence rather than reacting to short-term noise.
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