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Anshul.
anshul@anshuldesigns.com
All work

CRO & e-commerce / 2026

By Anshul

Updated

A bridal-robe product page and cart rebuilt around how bridal parties buy: +30% conversion rate, +27% add to carts.

The redesigned Blossom & Syrup product page for the Love Spell bridal robes on desktop and on a phone: rating, product name, price, sixteen colour swatches, size buttons with prices and a black Add to cart button.
Client
Blossom & Syrup
Live page
blossomsyrup.com (opens in a new tab)
Platform
Shopify
Scope
Product page and cart drawer
Role
UX and UI designer
Industry
Bridal party robes and loungewear

The short version

Blossom & Syrup sells satin robes that whole bridal parties wear on the wedding morning. People were visiting the product page and not buying.

I redesigned the product page and the cart drawer around how a bride actually shops: for a group, in coordinated colours, against a date. The page now answers "what does it cost for my sizes, will the colours work together, and will it arrive in time" before it asks for the sale.

Results

More people add to cart, and more of them check out.

  • +30%Conversion rate
  • +27%Add to carts

Before, on a phone

What was wrong with the old product page

I audited the phone layout first, because that is where the page is hardest to use. The problem was not one broken element; it was the order. On the old page, Add to cart sat 2,253px down, about two and a half screens, behind roughly 350 words of description, and the only colour on offer was the one in the URL.

The old Blossom & Syrup product page on a phone, from the top to the Add to cart button: product photos, the title "BRIDAL PARTY ROBES (Champagne)", the price, a long description, size buttons, a single Champagne swatch, a pale Personalize It button, a pale Add to cart button and a purple Buy with Shop button.

Issues, top to bottom

  1. A catalogue title, not a product. "BRIDAL PARTY ROBES (Champagne)" fills the screen; the collection's real name, Love Spell, only appears inside the description.
  2. A price with nothing around it. No review count, no hint of how many people buy this, and a Shop Pay instalment line competing for the same space.
  3. 350 words before the first choice. The whole story sits between the price and the size buttons, pushing every purchase control below it.
  4. Sizes without prices. Five size buttons, including cheaper kids' sizes, and none of them say what they cost.
  5. One colour per page. Each of the sixteen shades lived on its own product page, so planning a bridal palette meant opening sixteen tabs.
  6. Personalisation that looks switched off. Pink text on a pale pink button reads as disabled.
  7. The main button is the weakest one. Add to cart is pale pink on cream. The purple Buy with Shop button below it takes the eye and skips the cart entirely.
  8. Nothing reassuring at the moment of decision. No delivery estimate (this is a wedding, the date matters), no secure checkout or shipping cue next to the button.

After, on a phone

The new product page

The new page puts every decision a bridal party makes into the first two screens, in the order they make them: is this trusted, what is it, what does it cost, which colours, which sizes, how many, by when. Add to cart now sits at 1,653px, 600px sooner, with far more above it.

The new Blossom & Syrup product page on a phone, from the top to the trust badges: photo gallery with thumbnails, a 4.7 out of 5 rating from 10,000+ customers, the name LOVE SPELL, the price with "32+ bought in the last week", four bullets, sixteen colour swatches, size buttons with prices, a bulk discount note, a black Add To Cart button with the price, an estimated delivery date, secure checkout and free shipping.

What changed, and why

  1. Proof before the name. 4.7/5 from 10,000+ customers sits above the title, where the eye lands after the photo.
  2. The product has a name again. LOVE SPELL leads; the catalogue title and shade become a small subtitle.
  3. A price with momentum. "32+ bought in the last week" sits right next to it.
  4. Four bullets instead of 350 words. Fabric, personalisation, sizes and shades, customers served. The full story moves further down the page.
  5. All sixteen shades on one page. Numbered swatches switch the colour in place, so a palette can be planned without leaving.
  6. Every size shows its price. One Size $38, Plus $41, kids from $29, with the size guide one tap away.
  7. A nudge made for groups. "Extra 5% off on 5+ items" sits right above the quantity stepper.
  8. One strong primary action. A full-width black Add To Cart with the total in the button. Personalisation became an inline toggle, and the Shop Pay button went.
  9. Reassurance under the thumb. Estimated delivery date, secure checkout and the free-shipping threshold, directly below the button.
The old product page on desktop: thumbnails and one photo on the left; on the right the title, price, a long description and the size buttons, with Add to cart below the first screen.
The new product page on desktop: a large photo and a four-photo grid on the left; on the right the rating, LOVE SPELL, price, bullets, sixteen swatches, sizes with prices, quantity, personalise toggle, Add To Cart and delivery estimate.

On desktop the same order holds. The old page spent its right column on the description; the new one spends it on the decision, and uses the left column for photos of real bridal parties wearing the robes.

Answering the questions that stall a group order

Below the purchase area, every section exists to remove a reason to wait. Each one answers a question a group order tends to stall on.

The Wedding Palette Studio
Pick a bride and bridesmaid combination (White with Sage, Navy, Terracotta...) and see it on a real group, instead of imagining it from swatches.
Plan around your wedding date
Enter the date and see the current production and delivery time. Honest about the 41-day lead time, so late orders are not a surprise.
Romance in every detail
Fabric, lace and care in plain words, with close-ups of the satin and lace, for shoppers who cannot touch the robe.
You asked, we answered
Ten objections as an accordion: see-through, sizing, shade accuracy, personalisation, returns on personalised robes, lead times.
The Wedding Palette Studio section: the heading "See your wedding colors come together", a dropdown set to "Bride: White, Bridesmaids: Sage" and a photo of a bride in white with six bridesmaids in sage robes.
The Wedding Palette Studio: choose a combination, see it on a real bridal party.
The "Romance in every detail" section: close-up photos of a blue satin robe and its lace, next to notes on fabric, lace and care.
The "Give production and delivery room to breathe" section with a wedding date field and the current estimated production and delivery time of 41 days.
Customer reviews: a 5.0 rating, a Write a review button and five-star reviews from customers praising the satin and the service.
The "You asked, we answered" FAQ with ten questions, from fabric feel and sizing to production time and care.
Materials, the wedding-date planner, reviews and the FAQ.

The cart drawer

The old drawer confirmed the item and then went quiet: half of it was empty space, the cross-sell was pinned to the bottom, and the checkout button looked disabled. The new drawer is where the order grows and where the last doubts get answered.

The old cart drawer on a phone: "Cart - 1", a grey free-shipping message, one robe line item, a large empty area, a "People Also Bought" strip with slippers, the subtotal and two pale buttons, View cart and Checkout.

Before

  1. A threshold with no momentum. "Spend $37.00 more" in grey on grey, with a progress fill that is barely visible.
  2. Half the drawer is empty. One line item at the top, then nothing, exactly where add-ons could live.
  3. The wrong cross-sell, in the wrong place. One item at a time in a sideways strip at the bottom. On desktop the list was mostly the same robe in other colours, competing with the one in the cart.
  4. Two pale buttons of equal weight. Checkout is pale pink on pale pink and looks switched off, next to an outlined View cart.
The new cart drawer on a phone: "Your bag", a green free-shipping progress bar, the robe with size, colour, a quantity stepper and price, a "Complete your moment" row of slippers, a makeup bag and a ring dish with add buttons, a "Savings & extras" card with bulk savings, promo code and gift message, and a black Secure checkout button.

After

  1. Shipping progress you can see. A green bar that fills towards the free-shipping threshold.
  2. A tidy line item. Size and colour on one line, a real quantity stepper, the price aligned right.
  3. Add-ons that complete the order. Personalised slippers, a makeup bag and ring dishes ($9 to $26), one tap each, instead of more robes.
  4. Bulk savings as a goal. "Add 4 more to reach 5% bulk savings" turns bridal-party maths into a target: 5% at 5+ items, 10% at 10+.
  5. Promo code and gift message, tucked away. Both are there (a note matters for bridesmaid gifts) without cluttering the drawer.
  6. One way forward. A single black Secure checkout button next to the subtotal. View cart is gone.

The whole page, before and after

The new page is three times longer, and that is deliberate: the purchase area got shorter and sharper, and everything a hesitant group needs moved below it, where it helps without getting in the way.

Before

The old desktop product page, full length: gallery and description, the purchase buttons, a "You may also like" row and the footer.

After

The new desktop product page, full length: purchase area, photo grid, an editorial "Every size, every shade" block, the Wedding Palette Studio, materials, the wedding-date planner, reviews, FAQ and footer.

What I took from it

Design for the group, not the shopper.

  • Order beats ornament. The purchase area gained very little new information; most of the work was putting what already existed above the button, in the right order.
  • Show the whole choice. Putting all sixteen shades and every size price on one page removed the tab-hopping that stalls group orders.
  • Deadlines are a design input. A delivery date next to the button, and a planner further down, answer the one question every bride has.
  • The cart is part of the page. A drawer that suggests the right add-ons and states the bulk discount does more than one that only says "Cart - 1".