Product Listing Page Redesign
A refresh of Solo Stove's product listing pages, collapsing variant clutter, opening direct paths to cart and customization, and fixing the clicks that led nowhere.
The listing page showed twelve cards for what was really three or four fire pits. Shoppers clicked images that went nowhere and scrolled options that weren't options.
The listing page is where shoppers form their consideration set. For Solo Stove that means choosing between a handful of fire pits and bundles across a few sizes, a decision the page should make easy.
The old page made it hard. Every size variant got its own card, so three or four products presented as a dozen, creating clutter and decision paralysis. Product images weren't clickable, producing dead clicks where shoppers expected a path forward. There was no add to cart, no route into the new customization experience, and no filtering.
The refresh rebuilt the page around the real decision. One card per product with sizes and colors selectable on the card, direct actions to cart and customization, filtering on the left rail, and a system of badges, savings, and promo messaging that surfaces value without adding noise.
Approach
Fewer cards, real choices, and a direct path to cart. The page finally respects the shopper.
The work
Reflection
More cards looked like more catalog. Collapsing them showed shoppers the choice they actually had.
The counterintuitive move was shrinking the grid. Merchandising instinct says more tiles means more to sell, but twelve near-identical cards were manufacturing a harder decision than the catalog required. The dead clicks were the other lesson. Shoppers kept telling us where they expected the page to respond, and for years it simply didn't.
Impact
Variant clutter collapsed
Size variants folded into single product cards, cutting the grid from a dozen lookalike tiles to the three or four real choices and reducing decision fatigue.
New paths off the page
Add to cart, customization entry, swatch previews, and filtering gave the listing page conversion routes it never had.
Dead clicks eliminated
Session recordings showed shoppers clicking product images that led nowhere. Every card now responds, with the image, cart, and customization all clickable paths.