Optimizing the iconic Montblanc ordering experience
DTC Luxury
UI/UX
CRO Optimalization
Visual Design
Montblanc
Optimizing the iconic Montblanc ordering experience
After migrating to Salesforce Commerce Cloud, Montblanc.com ran smoothly on a technical level. But conversion numbers on the PDP and PLP told a different story. Visitors were dropping off exactly where it counts.
Client
Montblanc Simplo
Released
Timeframe
4 months
Project Type
DTC Luxury
Technology
CRO Audit A/B Testing Visual Design
Montblanc
Overview
We started with a full CRO audit of Montblanc.com, supported by workshops on customer behaviour, market trends and competitors. Two priorities came out of that process: the PDP and the PLP. Everything we built after that was aimed at those two pages, including a gifting journey that had no real UX flow to speak of before we started.
Montblanc had just completed a major technical migration to Salesforce Commerce Cloud. The site was stable, but the conversion data pointed to a real problem. On both the product detail page and the product overview, visitors were leaving before buying. Something wasn't working, and the numbers made that clear.
Montblanc
The Challenge
The Salesforce migration had drawn technical boundaries. Solutions we would normally implement without hesitation didn't always fit within the new platform. On top of that, there was a clear innovation gap in the site. The user experience was functional, but lacked the depth a brand like Montblanc actually needs.
The gifting journey was the clearest example of what was missing. Visitors looking to buy a gift had no logical path from the product detail page. The filtering on the product overview worked technically, but it didn't match how people actually shop on Montblanc.com. Bounce rates at category level confirmed that.
Montblanc
The Solution
For the PDP, we developed new layout variants with a sharper visual hierarchy and CTA placement that makes the path to purchase more direct. At the same time, we designed a dedicated gifting journey starting from the product page. Visitors looking for a gift get a guided flow with relevant product filters, gift wrapping options and personalisation.
CRO Audit A/B Testing Visual Design
On the PLP, we rethought the filter structure based on actual search behaviour on Montblanc.com. Filters that played little to no role in the purchase process were removed. The focus now sits on the filters people actually use. Every solution was built as a test-ready variant, not a final redesign but a hypothesis to be validated through A/B testing.
Montblanc
Montblanc
Results
The work produced a set of A/B tests that Montblanc is now rolling out step by step. The new PDP variants push more directly toward conversion without compromising the premium feel of the brand. Early test results point to a doubling of the conversion rate on the pages we redesigned.
Design Hours
Invested in UX/UI across PDP, PLP and gifting
Page Flows Redesigned
Product details, overviews, gifting journies and landings
Avg. PDP Uplift
Typical conversion gain from UX-led A/B testing
The gifting journey opened up a group of users who previously dropped off on the product page. Improving filtering and product presentation on the PLP has brought bounce rates at category level down. Montblanc now has a test framework they can keep building on over time.
Montblanc
Final thoughts
Montblanc had a technically sound platform and a conversion problem they couldn't fully explain. The audit gave us the answer, the Salesforce constraints shaped how we solved it. What we delivered wasn't a finished redesign but a set of test-ready hypotheses, a gifting journey that fills a gap that was quietly costing them customers, and PDP and PLP variants their team can now run, measure and all ready to be implemented.
Montblanc
Credits
Melize Da Silva Colucci
Maike Hussmann
Bianca Romagnoli
Senior Manager E-Commerce User Experience
Product Director
E-commerce Product Manager
Next Project
Optimizing the iconic Montblanc ordering experience
DTC Luxury
UI/UX
CRO Optimalization
Visual Design
Montblanc
Optimizing the iconic Montblanc ordering experience
After migrating to Salesforce Commerce Cloud, Montblanc.com ran smoothly on a technical level. But conversion numbers on the PDP and PLP told a different story. Visitors were dropping off exactly where it counts.
Client
Montblanc Simplo
Released
Timeframe
4 months
Project Type
DTC Luxury
Technology
CRO Audit A/B Testing Visual Design
Montblanc
Overview
We started with a full CRO audit of Montblanc.com, supported by workshops on customer behaviour, market trends and competitors. Two priorities came out of that process: the PDP and the PLP. Everything we built after that was aimed at those two pages, including a gifting journey that had no real UX flow to speak of before we started.
Montblanc had just completed a major technical migration to Salesforce Commerce Cloud. The site was stable, but the conversion data pointed to a real problem. On both the product detail page and the product overview, visitors were leaving before buying. Something wasn't working, and the numbers made that clear.
Montblanc
The Challenge
The Salesforce migration had drawn technical boundaries. Solutions we would normally implement without hesitation didn't always fit within the new platform. On top of that, there was a clear innovation gap in the site. The user experience was functional, but lacked the depth a brand like Montblanc actually needs.
The gifting journey was the clearest example of what was missing. Visitors looking to buy a gift had no logical path from the product detail page. The filtering on the product overview worked technically, but it didn't match how people actually shop on Montblanc.com. Bounce rates at category level confirmed that.
Montblanc
The Solution
For the PDP, we developed new layout variants with a sharper visual hierarchy and CTA placement that makes the path to purchase more direct. At the same time, we designed a dedicated gifting journey starting from the product page. Visitors looking for a gift get a guided flow with relevant product filters, gift wrapping options and personalisation.
CRO Audit A/B Testing Visual Design
On the PLP, we rethought the filter structure based on actual search behaviour on Montblanc.com. Filters that played little to no role in the purchase process were removed. The focus now sits on the filters people actually use. Every solution was built as a test-ready variant, not a final redesign but a hypothesis to be validated through A/B testing.
Montblanc
Montblanc
Results
The work produced a set of A/B tests that Montblanc is now rolling out step by step. The new PDP variants push more directly toward conversion without compromising the premium feel of the brand. Early test results point to a doubling of the conversion rate on the pages we redesigned.
Design Hours
Invested in UX/UI across PDP, PLP and gifting
Page Flows Redesigned
Product details, overviews, gifting journies and landings
Avg. PDP Uplift
Typical conversion gain from UX-led A/B testing
The gifting journey opened up a group of users who previously dropped off on the product page. Improving filtering and product presentation on the PLP has brought bounce rates at category level down. Montblanc now has a test framework they can keep building on over time.
Montblanc
Final thoughts
Montblanc had a technically sound platform and a conversion problem they couldn't fully explain. The audit gave us the answer, the Salesforce constraints shaped how we solved it. What we delivered wasn't a finished redesign but a set of test-ready hypotheses, a gifting journey that fills a gap that was quietly costing them customers, and PDP and PLP variants their team can now run, measure and all ready to be implemented.
Montblanc
Melize Da Silva Colucci
Maike Hussmann
Bianca Romagnoli
Senior Manager E-Commerce User Experience
Product Director
E-commerce Product Manager
Next Project
Optimizing the iconic Montblanc ordering experience
DTC Luxury
UI/UX
CRO Optimalization
Visual Design
Montblanc
Optimizing the iconic Montblanc ordering experience
After migrating to Salesforce Commerce Cloud, Montblanc.com ran smoothly on a technical level. But conversion numbers on the PDP and PLP told a different story. Visitors were dropping off exactly where it counts.
Client
Montblanc Simplo
Released
Timeframe
4 months
Project Type
DTC Luxury
Technology
CRO Audit A/B Testing Visual Design
Montblanc
Overview
We started with a full CRO audit of Montblanc.com, supported by workshops on customer behaviour, market trends and competitors. Two priorities came out of that process: the PDP and the PLP. Everything we built after that was aimed at those two pages, including a gifting journey that had no real UX flow to speak of before we started.
Montblanc had just completed a major technical migration to Salesforce Commerce Cloud. The site was stable, but the conversion data pointed to a real problem. On both the product detail page and the product overview, visitors were leaving before buying. Something wasn't working, and the numbers made that clear.
Montblanc
The Challenge
The Salesforce migration had drawn technical boundaries. Solutions we would normally implement without hesitation didn't always fit within the new platform. On top of that, there was a clear innovation gap in the site. The user experience was functional, but lacked the depth a brand like Montblanc actually needs.
The gifting journey was the clearest example of what was missing. Visitors looking to buy a gift had no logical path from the product detail page. The filtering on the product overview worked technically, but it didn't match how people actually shop on Montblanc.com. Bounce rates at category level confirmed that.
Montblanc
The Solution
For the PDP, we developed new layout variants with a sharper visual hierarchy and CTA placement that makes the path to purchase more direct. At the same time, we designed a dedicated gifting journey starting from the product page. Visitors looking for a gift get a guided flow with relevant product filters, gift wrapping options and personalisation.
CRO Audit A/B Testing Visual Design
On the PLP, we rethought the filter structure based on actual search behaviour on Montblanc.com. Filters that played little to no role in the purchase process were removed. The focus now sits on the filters people actually use. Every solution was built as a test-ready variant, not a final redesign but a hypothesis to be validated through A/B testing.
Montblanc
Montblanc
Results
The work produced a set of A/B tests that Montblanc is now rolling out step by step. The new PDP variants push more directly toward conversion without compromising the premium feel of the brand. Early test results point to a doubling of the conversion rate on the pages we redesigned.
Design Hours
Invested in UX/UI across PDP, PLP and gifting
Page Flows Redesigned
Product details, overviews, gifting journies and landings
Avg. PDP Uplift
Typical conversion gain from UX-led A/B testing
The gifting journey opened up a group of users who previously dropped off on the product page. Improving filtering and product presentation on the PLP has brought bounce rates at category level down. Montblanc now has a test framework they can keep building on over time.
Montblanc
Final thoughts
Montblanc had a technically sound platform and a conversion problem they couldn't fully explain. The audit gave us the answer, the Salesforce constraints shaped how we solved it. What we delivered wasn't a finished redesign but a set of test-ready hypotheses, a gifting journey that fills a gap that was quietly costing them customers, and PDP and PLP variants their team can now run, measure and all ready to be implemented.
Montblanc
Melize Da Silva Colucci
Maike Hussmann
Bianca Romagnoli
Senior Manager E-Commerce User Experience
Product Director
E-commerce Product Manager
Next Project
Let’s unlock what’s
possible together.
Start your project today or book a 15-min one-on-one if you have any questions.
Let’s unlock what’s
possible together.
Start your project today or book a 15-min one-on-one if you have any questions.
Let’s unlock what’s
possible together.
Start your project today or book a 15-min one-on-one if you have any questions.