Enhancing Mobile Conversion Through User-Centered Design

Role: Senior Product Designer – Mobile Web
Timeline: 10 weeks
Objective: Optimise Sage’s mobile product detail pages (PDPs) to boost engagement and conversions.

Approach:

  • Restructured page into modular, scannable content blocks

  • Simplified pricing tiers and clarified messaging hierarchy

  • Introduced sticky CTAs and personalised content sections

  • Validated with A/B testing and analytics review

Outcomes:

+15%

improvement in mobile
conversion rate

-23%

reduction in mobile bounce rate

Context

Sage, a leading provider of accounting software, observed that its mobile product detail pages (PDPs) were underperforming compared to desktop versions. With mobile traffic constituting over 60% of total visits, the company aimed to optimize the mobile PDP to improve user engagement and conversion rates.


Challenge

Sage’s existing mobile PDPs struggled with:

  • Unstructured layouts that made content overwhelming

  • Confusing pricing tiers leading to drop-offs

  • Low engagement on key sections such as reviews and FAQs

  • High bounce rates due to poor scannability

These issues directly impacted conversion, with mobile underperforming compared to desktop.

Process

To diagnose and frame the problem:

  • Conducted heuristic evaluations of existing PDPs

  • Analysed Google Analytics data for bounce/exit rates

  • Reviewed Hotjar recordings to observe interaction issues

  • Benchmarked against leading SaaS and e-commerce product pages

Insight: Mobile users were abandoning early not because of content gaps, but because content wasn’t structured for scanning and decision-making.


Key UX Problems & Solutions

Problem: Mobile PDPs underperforming compared to desktop (high bounce, low conversion)

  • Solution: Ran A/B tests on redesigned mobile PDP layouts, focusing on content hierarchy, sticky CTAs, and simplified flows

  • Impact: +15% increase in mobile PDP conversions


Problem: Content lacked clear scannability on mobile

  • Solution: Applied mobile-first modular structure (benefits, features, pricing, reviews)

  • Impact: Reduced bounce rate by –23%


Conclusion

This project reinforced how content structure is as important as content itself. By making PDPs modular, scannable, and contextually personalised, we turned mobile from a weak point into a competitive strength.