A PDP rescue that compounded.

When UK conversion dipped, the data told us.

CACTi sells custom and ready-to-ship gaming PCs to UK buyers — a category where most of the audience is on a phone, comparing specs and finance before a four-figure purchase. Around 80% of CACTi's traffic is mobile. We moved the store onto a new dark Online Store 2.0 theme on 21 November 2025 — and the migration was a data foundation, not a reskin. The catalogue had no structured product data, so we built it: 60+ metafields spanning specs, physical dimensions, performance and theme UI, with filter facts auto-maintained by Shopify Flow and a metaobject component library behind them. That's what makes the storefront's filtering, side-by-side compare and on-page specs possible — and it's a foundation we still own and maintain.

We wired the new store for proper measurement from day one — GA4 via Shopify Customer Events, Shopify Analytics, and Microsoft Clarity session insight, all behind a consent manager. So when UK conversion dipped in February 2026, we caught it early and knew exactly where to look.

The diagnosis was clear: the product page was the constraint. So we ran a structured PDP conversion rescue — the highest-leverage fix first, not another feature.

The page, rebuilt with intent.

A full PDP conversion rebuild, shipped 29 April 2026: a sticky scroll-spy nav, a USP trust row, restructured pricing (struck-through compare-at, "£ off" pill), spec chips and variant swatches, and a custom "from £X/month" finance estimate widget — built from a Shopify metaobject, not a third-party finance API. The interactive behaviour — the scroll-spy nav, the sticky add-to-cart bar, the configured-options cart drawer — is custom JavaScript layered onto the theme, not an off-the-shelf app.

Those spec chips aren't cosmetic — they read straight from the structured data model we'd built at migration, surfaced as scannable hardware facts instead of a wall of prose. An SOP keeps that data clean: one foundation feeding the catalogue's filtering and compare, and now the rebuilt PDP's specs.

The rebuild reshaped upgrade behaviour, too. In the weeks after it shipped, the share of orders adding a paid configured upgrade roughly doubled — from ~23% to ~47% — and upsell revenue per order rose ~75%. Measured from order-level data and, like the store-wide figures, not solely attributable to any single change.

Then we made the page work harder.

With the PDP foundation in place, CRO v2 (17 June 2026) added an image-rich "Customise Your Setup" section — a heavily customised product-options widget — a peripheral upsell engine with GPU-aware recommendations (a 5070-class build surfaces "Monitors for RTX 5070", not a generic grid), a monitor picker modal, deeper in-widget search and filtering, and an in-game performance section with per-game average-FPS charts so a buyer can sanity-check a build against the games they play.