Sharpening the path from product page to purchase for Arlo Consumer Goods

Overview

Arlo’s catalog had expanded faster than the storefront information architecture could keep up. Product detail pages mixed technical specs with story - useful for wholesale buyers, overwhelming for direct consumers. Checkout introduced surprise costs and weak recovery when validation failed.

Over four weeks we restructured the browse-to-buy journey: clearer hierarchy on PDPs, tighter mobile layouts, and checkout steps that reduced second-guessing and abandonment.

The Problem

Traffic arrived - carts did not finish.

Cart abandonment stayed high despite competitive pricing. Research surfaced two themes: shoppers could not quickly answer “why this variant?” on mobile, and shipping plus promotions interacted in ways that looked inconsistent at payment time.

Average order value was flat. Merchandising invested in photography and campaigns, but the PDP template buried differentiators below the fold and repeated boilerplate across SKUs.

The Solution

Fewer decisions per screen, stronger proof at the moment of choice.

We introduced a modular PDP layout: a concise above-the-fold story (who it is for, what changes after purchase), variant guidance with plain language, and specs in an accordion for those who want depth.

Checkout got explicit shipping and discount summaries earlier, with inline error repair that keeps context instead of bouncing users backward. We aligned tracking so Arlo could verify impact on abandonment and AOV within the first month of rollout.

How It Worked

A focused four-week delivery cycle.

The Outcome

Healthier carts and larger baskets.

Cart abandonment fell materially as shoppers encountered fewer surprises late in checkout. Average order value rose as bundles and upgrades became easier to understand in context.

The merchandising team gained reusable patterns - less one-off firefighting for each launch - so creative energy could go toward campaigns instead of patching templates.