Frido × OptiPhoenix:A Benefit-Led Insole PDP Lifted Conversion Rate by 2.62%

The Challenge

The product page for Frido’s Arch Support Rigid Insoles has to convince a buyer that this specific product solves their specific foot problem. The original PDP made that harder than it needed to be.

The insole’s benefits were present but presented in a loosely structured format. The information was there, yet a user had to work to piece together how the product addressed their arch support and comfort needs, which is effort spent at the point of deciding to buy.

OptiPhoenix partnered with Frido to test whether presenting those benefits prominently and clearly would speed comprehension and lift conversion.

Finding the Missing Link

The gap was structure, not substance.

A buyer scanning a PDP wants the product’s value to be legible at a glance. When benefits are scattered, the reader carries the burden of assembling them. Introducing a dedicated benefits section, replacing generic feature copy with benefit-led messaging, and adding visual icons for points like arch correction and flat-feet support made the value easy to scan and understand.

The Hypothesis

If the insole’s key benefits are shown prominently in a visually structured format, users will understand the product value faster, building purchase confidence and lifting add-to-cart and conversion.

The Experiment

OptiPhoenix ran a controlled A/B test on the PDP:

Variant A (Control): The original PDP, with benefits in a loosely structured format.

Variant B (Test): A dedicated benefits section with benefit-led messaging and visual icons for points such as arch correction, flat-feet support, orthopedic design, and EVA foam cushioning.

Metrics measured: add-to-cart rate, conversion rate.

The Result

Clearer benefits moved more users to buy. Conversion rate rose 2.62% and add-to-cart rate rose 1%, at 96.79% statistical significance, above the 95% threshold, with an estimated 1.16% increase in orders on the variation.

Impact

A benefit-led PDP lifted conversion by 2.62% at significance.

• 2.62% uplift in conversion rate, at 96.79% significance
• 1% uplift in add-to-cart rate
• An estimated 1.16% increase in orders on the variation

Lessons Learned

Structure makes value legible. The benefits were already accurate. Organising them so a buyer could scan them is what lifted conversion.

Benefits convert better than features. Replacing generic feature copy with benefit-led messaging spoke to the buyer’s problem rather than the product’s specs.

Icons carry meaning at a glance. Visual cues for arch correction and support let users grasp the value without reading every line.

Partnership Snapshot

What Matters

Frido’s buyers were not unconvinced by the insole, they were left to assemble its value themselves. Presenting the benefits clearly, at the moment of decision, let the product make its own case.