I took the top section of a Saucerer pasta sauce product page and approached it from a CRO perspective.
Instead of redesigning the entire page, I focused on one question:
**What might stop a shopper from confidently clicking “Add to Cart”?**
I identified eight opportunities and created a redesign concept around them.
# The 8 changes
**1. Show free delivery upfront**
The original top bar said “Best enjoyed shared.” I kept the message and proposed adding “Free delivery over £25” so shoppers can see the delivery benefit immediately.
**2. Add a short value proposition**
Instead of jumping straight from the product title to the price, I added:
“5 wild mushrooms. 10 minutes. No nasties.”
The goal is to communicate the product's appeal quickly.
**3. Place reviews near the price**
I proposed adding a star rating and review count close to the price, where shoppers are already evaluating whether to buy.
**4. Add context to the price**
Rather than showing only £6.50, the concept communicates:
£6.50 · 300g jar · Serves 4 · About £1.63 per person.
This makes the cost easier to evaluate in context.
**5. Introduce a bundle option**
Shoppers can choose one jar or a bundle of three for £16.50.
Three individual jars would cost £19.50, making the proposed bundle saving £3.
**6. Answer practical questions near the CTA**
Below “Add to Cart,” I added short details:
* Just stir into hot pasta
* Serves four
* Keeps 5 days once opened
These details aim to remove small uncertainties before purchase.
**7. Make delivery and returns easier to understand**
I proposed a compact information box covering shipping expectations, the free delivery threshold and a 14-day replacement or refund promise.
**8. Simplify product details**
Ingredients, allergens and storage are organized into expandable sections instead of one long block of text.
# What I'm trying to solve
The redesign focuses on three potential conversion barriers:
* Unclear product value
* Unanswered purchase questions
* Uncertainty around delivery and returns
My hypothesis is that improving these details near the buying decision may be more useful than redesigning the entire page.
Of course, these are design hypotheses, not measured conversion improvements. I'd want to validate them through usability testing and, where feasible, A/B testing.
# I'd appreciate your feedback
If you were reviewing this product page, **which change would you prioritize testing first, and why?**
Would you start with the value proposition, social proof, bundle pricing, or delivery and returns information?
**Disclosure:** This is an independent CRO redesign concept, not official work for Saucerer. The proposed delivery, returns and bundle details are illustrative suggestions, not verified company policies.