Case study
How we helped Nursem punch up their
hero PDP in just 24 hours
In their own words, Nursem’s PDP was “inconsistent and all over the place”. So we teamed up with them to make it more consistent, add more structure and add new sections and messaging that celebrated a product that their customers loved.
PDP Punch Up
The brief
Helping them to communicate their USPs more clearly.
Nursem didn't come to us with a broken PDP. Far from it. They'd already built serious momentum (including securing offers from all five Dragons) and their conversion rates were in a really healthy place.
But the PDP told a slightly messier story.
The copy was doing too much in some places and not enough in others. Key proof points were really easy to miss. The ideal customer wasn't always obvious at a glance. And for a brand built on care, trust and clinical credibility, the page wasn't quite landing with the clarity it deserved.
Our job wasn't to tear things up and start again. It was to take what was already working, add new sections and take it from a 6 to a 9.5.
All in 24 hours.
Giving Nursem a
PDP structure built to sell
We started with the customer reality — dry, over-washed, hard-working hands — and mapped what someone needs to believe before they hit Add to Basket. Then we restructured the PDP to deliver that story in the right order: clarity first, proof, details, objections, brand-building...
Spoke to their
ideal customer
right away
We sharpened the hero and added clear “Perfect for…” cues so people with dry, over-washed or hard working hands can instantly see that this is the product for them. (And see that Nursem gets their condition.)
A messaging hierarchy
that sells
Based on customer research and consumer psychology, we restructured the PDP so the story unfolds in the right order: problem → solution → proof → reassurance → FAQs. All based on how our brains make decisions.
Drew more
attention to
proof and purpose
From clinical credibility to donating to nurses with every purchase, we surfaced and shone a light on the trust-builders much earlier in the scroll to help customers know, like and trust the brand.
Created
PDP assets & sections they
can reuse
Everything was written as reusable, on-brand building blocks that the Nursem team can roll out across future PDPs as their DTC refresh gathers pace. The structure can be duplicated across PDPs too.
Bringing their brand
PDP to life in 24 hours
Once we'd aligned with the Nursem team on the new structure and messaging, we moved quickly. Working in Figma, we rebuilt the Caring Hand Cream PDP so it worked better and gave the team something concrete to hand straight to design and development.
Rebuilt the PDP
in Figma
We recreated the Caring Hand Cream page from the ground up, giving the team a clean developer-ready blueprint rather than a loose set of copy tweaks in a Google Doc.
Wrote the copy
to convert
We rewrote the hero, surfaced key benefits sooner and strengthened the trust-builders throughout so the page doesn't just sell better, it builds a stronger brand identity too.
Drew out what
makes Nursem
unique
We brought their give-back model and clinical credibility right into the spotlight, taking a huge brand messaging opportunity that was getting lost before and dialling it up.
Gave the PDP a
repeatable structure
Beyond one PDP, we created a repeatable framework the Nursem team can roll out across future product pages as their DTC refresh gathers pace.
hours
From first audit to fully rebuilt Caring Hand Cream PDP in Figma in a day. Gave the team a clear, conversion-ready blueprint at speed.
calls
Rapid results for the Nursem team by getting aligned super early, doing our research and collaborating on final tweaks.
We reworked and introduced ten distinct PDP modules based on customer research, category research, buyer psychology and best practices.
PDP
One hero product page, rebuilt with a stronger structure, clearer messaging hierarchy and a framework the team can now scale across the wider DTC refresh.
Leaving the team with tools to scale all their PDPs
Because Nursem's conversion was already strong, this wasn't about quick wins or surface-level tweaks. We focused on building a clearer foundation that combined customer language, competitor context and a smarter page structure so the team can keep improving their PDPs as they scale.
VOC & competitor deep-dive
We dug into customer reviews, real-world pain points and the wider skincare landscape to pinpoint where Nursem could sound clearer, more distinctive and connect with customers better.
A new PDP that does their brand justice
We introduced and reshaped key modules — from “Perfect for…” to strengthened proof blocks — so the page answers the right questions in the right order to get the customer from interested to buying.
Repeatable messaging the team can scale
More than just a quick rewrite, we gave the team a clear hierarchy and reusable copy patterns that they can repeat and roll out across future PDPs as their DTC refresh gathers pace.
Jump on a quick call to find out how we could help your brand
If you're an ambitious ecommerce of FMCG brand and your copy and messaging isn't doing your product justice, let's talk.
Grab a 30-minute slot on our calendar and we'll get clear on what you're trying to achieve, what's not working and suggest the best next step.
If we're a good fit, we'll follow up with a simple plan, timeline and costs. If not, we'll tell you straight up (and point you in the direction of someone who can help).
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