Alia
aliasenses.comA complete rebuild of the Shopify product page for a luxury DTC fragrance brand. Restructuring the purchase journey to convert considered buyers at every step.
- Client
- Alia
- Scope
- PDP architecture, CRO, Liquid development
- Platform
- Shopify · Dawn (custom build)
Fragrance as a facet of self
Alia is a DTC fragrance brand celebrating the multifaceted modern woman. Each scent in the Alter Ego Collection is a character, a frequency, a facet of you from the grounded assurance of Main Character, to the bold radiance of Scene Stealer, to the commanding power of Power House.
The brief
Alia had the product, the founder story, and editorial press. What the store lacked was a product page built to carry the weight of all three.
The default Dawn structure buried scent character below the fold, left conversion signals out of the decision zone, and offered no bundle incentive until a customer was already in checkout.
The task was to rebuild every element of the PDP from the information architecture down without disrupting the brand's existing visual language or Liquid conventions.
The opportunity before we touched the store
Every brand we work with has the same pattern. Strong product, strong identity and a product page that has not been built to carry the weight of either.
Above the fold, optimised for purchase
Hover the numbered markers to reveal the thinking behind each decision
Stars, reviews and price in the same decision zone. Converts hesitation into confidence before the customer reaches the add to bag button.
Key scent notes surfaced inline with progressive disclosure. Communicates character without pushing the add to bag button out of view.
Cost and commitment confirmed in a single element. No need to look up — the price is visible at the exact moment of decision, removing the last point of hesitation.
The 10% offer placed after the primary add to bag. The customer has already committed — this captures the upsell at peak openness.
BNPL placed after the add to bag, not buried in checkout. Breaking £60 into three £20 removes the final price barrier where it matters.
Shipping and security as equal centred containers. Addresses core objections directly after the add to bag, before the brand copy.
Custom accordion sections delivering the alter ego narrative, Roxie Says founder voice, and application ritual — none of this existed in the original build.
The add to bag bar stays fixed as the customer scrolls through brand story, notes and reviews. Purchase intent is never lost to navigation — one tap from anywhere on the page.
Vogue, Harper's Bazaar and Forbes validate the luxury positioning for first-time visitors arriving without prior brand awareness.
Visual top, heart and base note structure below the fold. Helps considered buyers understand the scent before purchase, reducing returns at this price point.
Ten decisions. One coherent purchase journey.
Every section a deliberate commercial decision. Benchmarked against leading luxury fragrance brands before a single line of code was written, then iterated until the experience matched the product.
Social proof above the fold
Stars, review count and in-stock status placed before the price. At £60 a bottle, these signals neutralise hesitation before it forms.
Fragrance notes in the purchase zone
Top notes surfaced inline with progressive disclosure revealing the full pyramid. Scent character communicated without pushing the add to bag out of view.
Bundle offer placed after the decision
The 10% offer placed after the primary add to bag action. Lands when the customer has already committed mentally, not before when it creates noise.
Klarna visibility and positioning
BNPL placed immediately after the add to bag, not buried at checkout. Breaking £60 into three £20 payments removes the final price barrier at the point of decision.
Application Affirmations component
Custom Liquid section translating the scent into character language. Aspirational copy that speaks to buyer identity and deepens emotional connection before purchase.
Gift message and wrapping
Personalisation prompt and gift wrapping option in the purchase zone. Increases gifting conversion and surfaces use-case intent at the decision moment.
Mobile first,
purchase
ready
Over 70% of fragrance discovery happens on mobile. Every layout decision was validated at 390px before desktop, not retrofitted after. The result is a purchase experience that removes friction at every thumb's reach.
Sticky add to bag
Fixed ATC bar follows the user on scroll. The purchase action is never more than one tap away, regardless of where they are on the page.
Swipeable gallery
Full width swipeable carousel replaces the desktop thumbnail strip. Uses the entire mobile viewport for the imagery that drives purchase decisions.
44px touch targets
All controls meet WCAG 2.5.5 minimum tap target guidelines. Eliminates the misfire frustration that breaks purchase intent at the final step.
Single column button stack
Add to bag and bundle offer stacked full width with deliberate vertical spacing. Clear hierarchy, no accidental taps between adjacent actions.
Mobile-Optimised UI: Layout and visual hierarchy calibrated for small-screen rendering
Sticky add to bag bar stays fixed — one tap away no matter how far you scroll
From audit to live store
A structured four-stage process for Shopify DTC brands. Every engagement starts with your specific store no generic templates, no inherited assumptions.
Audit and benchmark
Your PDP mapped against leading luxury brand benchmarks. Friction points prioritised by conversion impact before a single line of code is written.
Architecture and strategy
Section structure designed around your brand's purchase psychology. The sequence of information that converts a considered buyer at your price point.
Build and iterate
Custom Liquid development matched to your brand's naming conventions. Refined until the experience matches the product, desktop and mobile simultaneously.
Deploy and monitor
Live deployment with GA4 event tracking configured. Performance baseline set. Findings feed directly into the next optimisation cycle.
We have sat inside luxury brands, accountable for ecommerce revenue. We know what a product page needs to do because we have been responsible for it across brands where every conversion point is measured.
Is your Shopify store working as hard as your brand?
We work with luxury and premium DTC brands on Shopify. If your product page is not converting the way it should, a free audit will show you exactly where and why. Senior led, no handoffs.