Improvement in conversion rate
Increase in dd-to-cart rate
Reduction in PDP bounce rate
YEAR / 2025
TernX
Shopify Development
Strategy
Conversion Rate Optimisation (CRO)
UX/UI
E-Commerce
Following their Shark Tank Australia debut, TernX partnered with Baseline to turn a surge in traffic into measurable e-commerce performance. The focus: redesigning the product detail pages (PDPs) to better reflect the premium value of their carry-on stroller and support busy parents through a streamlined, trust-building shopping experience.
The Challenge
After their successful pitch on Shark Tank, TernX experienced a spike in visibility and site traffic. But with increased attention came increased pressure; their existing PDPs didn’t clearly communicate the product’s unique value proposition, leading to missed conversion opportunities.
Key challenges included:
A lack of clarity around product benefits and multi-functionality
Insufficient trust signals and social proof
Content-heavy layouts are not optimised for mobile or quick decision-making
Limited emotional engagement or real-world context
The goal was clear: help parents quickly understand, trust, and confidently purchase the TernX stroller — all without compromising on the brand’s premium positioning.
What We Did
1. Product Detail Page (PDP) Redevelopment
Refreshed PDP design to align with the product’s premium positioning and multi-functionality.
Simplified content layout with expandable sections for faster browsing and easier information access.
Added “How It Works” content to clarify product usage and setup.
2. Trust Signals & Social Proof Integration
Brought verified reviews and user-generated content (UGC) forward to validate quality and pricing.
Integrated benefit-focused callouts and real-world use cases to build buyer confidence.
Positioned trust signals in high-impact locations to influence purchase decisions.
3. Visual & Messaging Enhancements
Updated product imagery to include both feature-focused shots and lifestyle photography.
Included comparison charts to highlight product advantages and reduce decision hesitation.
Refined messaging to speak directly to the needs of busy parents evaluating a premium purchase.
4. Conversion Rate Optimisation Strategy
Applied UX and CRO best practices to guide the user journey from interest to checkout.
Ensured mobile-first performance and responsiveness for high-traffic device usage.
Delivered a fully optimised PDP experience that turned traffic spikes into sales growth.
Outcome
Within the months of implementation, TernX experienced a dramatic improvement in e-commerce performance:
71% improvement in conversion rate
56% increase in add-to-cart rate
34% reduction in PDP bounce rate
By aligning content and layout with customer needs and expectations, Baseline helped turn visibility into sales, proving the power of targeted PDP development and CRO strategy.
Final Word
TernX’s Shark Tank momentum was just the beginning. With a refined product detail experience tailored to their audience, they were able to back up their exposure with real, lasting results.
By simplifying the path to purchase and amplifying trust through smart design and messaging, Baseline helped TernX transform a viral moment into a sustainable growth strategy.
