Product pages are no longer just digital catalogs, they’re your most powerful conversion tools.
In this post, we break down expert advice from David Kohn, former Director of eCommerce at Heal’s, on how furniture brands can win more sales through experience-driven PDPs (product detail pages). You’ll learn how to reduce shopper hesitation, optimize for high-intent interaction, and create seamless product journeys that convert.
Great product pages help customers feel confident, not overwhelmed.
Nearly 90% of shoppers say experience matters as much as the product itself, especially in high-consideration categories like furniture. But experience isn’t just flashy design. In our Winning the eComm Race webinar, David Kohn explained that it comes down to helping the shopper answer three key questions fast:
Pro tip: Avoid unnecessary bells and whistles. If it doesn’t reduce friction, it’s probably getting in the way.
Indecision is your biggest competitor in furniture eCommerce.
Furniture shoppers aren’t just browsing, they’re battling doubt. Will it fit? Will the color match? Is it kid-proof or pet-friendly?
Kohn calls this the FOGGY effect: Fear of Getting It Wrong. It’s the invisible friction that quietly erodes purchase confidence.
How to fix it:
Example: Yardistry uses Cylindo to offer fast-loading, immersive product views that reduce doubt and increase cart value.
Empower customers with smart defaults, not endless options. Yes, personalization drives revenue (up to 300% AOV lift with more configuration options). But without guidance, too much choice becomes decision fatigue.
David Kohn’s advice:
Related read: How Cozey scaled personalized PDPs with Cylindo.
A great PDP creates desire, drives interaction, and builds trust.
Kohn breaks the product page down into three core jobs:
Tools to consider:
Quick test: Sit with someone unfamiliar with your site and ask them to buy a sofa. Watch. Learn. Iterate.
Time on page doesn’t equal buying intent. In fact, it might signal confusion.
Long sessions without conversion can mean your PDP is unclear or overwhelming. That’s why testing is critical.
Test ideas from Kohn:
Insight: Great PDPs adapt to buyer stage, not just device or channel.
Great eCommerce design doesn’t just look good, it removes effort.
The best DTC teams measure more than bounce rates. They track frustration. They test frequently. They treat the product page like a living sales conversation, not a static page. “You want to build a connection with your customer,” Kohn said. “But don’t forget to measure where you’re making things harder than they need to be.”
A Product Detail Page (PDP) is the page where a customer explores a product's features, visuals, and purchase options. It’s where most purchase decisions are made.
High-quality visuals, interactive tools (3D, AR), lifestyle imagery, and clear product details, all working to reduce hesitation and build trust.
Look at time on page, click engagement (on selectors or zooms), scroll depth, and conversion. Tools like Glassbox or Hotjar can help.
Brands using Cylindo report up to a 36% lift in conversions and a 71% increase in average order value, especially during high-stakes periods like Black Friday.
If you're gearing up for Black Friday or planning your next campaign, your product pages can’t be an afterthought.
Download the Black Friday eCommerce Playbook, packed with data from 40+ retailers and practical strategies for turning PDPs into your highest-performing sales assets.