The Opportunity
G2’s Product Pages are the highest-traffic buyer touchpoint on the marketplace, with millions of visits each month and the strongest correlation to downstream conversion. Despite the high intent, several signals showed clear performance issues.
Key actions like Visit Website and Compare had lower interaction rates than expected.
Redundant and low-value modules increased cognitive load and hurt scanability.
Mobile users showed significantly higher bounce rates than desktop.
The page contained more than 140 accessibility issues.
Major conversion elements were buried below the fold.
This created a measurable opportunity to reduce friction, focus attention on high-value elements, and clarify the decision path. Even small improvements here could meaningfully impact buyer conversion and marketplace revenue.
conversion
ACCESSIBILITY ISSUES ADDRESSED
Bounce Rate
Constraints
We faced several meaningful constraints throughout this project:
Legacy, spaghetti code that limited major restructuring
Seller expectations for what content needed to remain visible
Elevate system guidelines that shaped layout and component choices
Tight timelines + stakeholder skepticism around whether UI changes would move metrics
SEO pushback on reducing or reformatting text
The work became an exercise in balancing four competing forces: seller needs, SEO requirements, design consistency, and performance, and still finding a path that improved the buyer experience without breaking stakeholder trust.
Approach
01 Mapping the buyer decision path
We identified where buyers were slowing down, getting overwhelmed, or missing key actions. These friction points became the foundation for our design focus.
02 Pairing data with competitive and industry research
We analyzed which modules correlated with conversion, how buyers spent time on the page, and how leading marketplaces structure high-intent product pages. This helped separate signal from noise and clarify what mattered most.
03 Using Elevate to simplify and standardize
Applying the new design system reduced cognitive load and created consistent patterns, making the page easier to understand, and much easier to test and iterate on long term.
Together, these lenses grounded the redesign in real buyer behavior, industry best practices, and a system foundation built for ongoing optimization.
Early Ideation
In early explorations, we tested a range of structural changes to understand which approaches reduced cognitive load without losing important signals.
As we evaluated these directions, the data guided our decisions. We surfaced the modules most strongly correlated with conversion and collapsed or removed content that wasn’t adding value, helping the page feel more focused and easier to navigate.
Key improvements: Conversion-driving elements are surfaced earlier, redundant content is removed, CTAs are clearer, review data is framed more effectively, and the mobile experience is smoother. Throughout the redesign, my team was building components in the design system to make applying this elsewhere much easier.
The Results
+20% increase in buyer conversion
Clearer design system patterns now enable scalable, testable modules
Reduced internal design debt and improved handoff quality
Laid the groundwork for future AI integrations and personalized entry points
Unlocking Experimentation
This redesign didn’t just improve clarity, it transformed PDPs into a testable, scalable platform. After launch, iteration became significantly faster. We were able to ship new features like AI Fit Check, redesigned review and pricing modules, login-gated experiments, and ongoing CTA and messaging tests. The PDP shifted from a page teams hesitated to touch into a foundation we could continuously optimize.
System Impact
The redesign also had a broader systems impact. It introduced patterns that are being adopted across G2.com, improved accessibility, and made experimentation faster because we finally had a clean, consistent baseline.
Reflection
This was one of those projects that looks simple on the surface but required deep collaboration, persuasion, and clarity behind the scenes. Leading this work taught me how to balance competing priorities, build trust across the org, and turn a complex legacy experience into a platform for ongoing innovation.
The PDP redesign didn’t just improve conversion; it reset expectations for what UX could deliver. It paved the way for AI Fit Check, new review and pricing modules, and faster experimentation across the marketplace.
