Passage du Désir: turning exploration into a purchase

Passage du Désir is an iconic brand in the intimate wellness space.

With a rich catalog, numerous product lines and regular promotions, as well as a chic and glamorous brand image and refreshing marketing, the site attracts a varied and curious audience.

But this richness has a downside: how to ensure that every visitor quickly finds what they are looking for without getting lost in endless listings?

In e-commerce, every step counts. If access to product pages is hindered, or if promotions are not sufficiently visible, the entire conversion is affected.

The analysis of navigation behaviors revealed several friction points on product listing pages.

Despite a very good scroll rate, we observed numerous back navigations and a high exit rate (41%). Visitors using internal search then accessed product pages more easily (37% vs 30% from a listing), proof that direct exploration sometimes lacked fluidity.

The study of heatmaps also showed that the most clicked products on the first two rows of listings were systematically those displaying a promotion tag.

By combining these observations, two main difficulties emerged:

• Product listings that were too long: scrolling through long results pages could be discouraging, with a direct impact on access to the cart and checkout.‍‍
• Under-exploited promotions: despite their abundance, they were not sufficiently highlighted to effectively guide the purchase decision.

In short, the experience needed to be simplified and reorganized to guide visitors more smoothly toward purchase.

To address the identified difficulties, we built a three-step approach. The goal being to simplify navigation, highlight promotions and reduce drop-offs along the journey.

Step 1 – Streamlining access to product categories on mobile

We started by working on mobile navigation. When clicking on the burger menu, product categories were not directly visible.

An additional click was required to access categories via e-shop. The e-shop section unfolded by default in the journey, combining search and top 10 categories, made it possible to give visitors immediate shortcuts to the desired product listings.

Step 2 – Turning promotions into a conversion lever

Passage du Désir already offered many deals, but they remained buried in the crowd.

To give them more visibility, we introduced a "Best deal" sorting criterion in the sort selector. This option made it possible to highlight the most attractive products and better guide the purchase decision.

Step 3 – Supporting the user throughout their search

Finally, we added a "help section" integrated into the listings after several products.

This section offers a search field after displaying 8 products and direct access to the top 10 of the category.

The goal: to prevent visitors from dropping off when they did not immediately find what they were looking for, and to offer them new paths to explore the catalog.