Finisterre x Made With èƵ
Finisterre is a premium outdoor brand built on purpose. Every product, from technical rain jackets to recycled knitwear, is designed to solve a problem and built to last. Their ecommerce site reflects that ethos: considered, detailed, and rich with product storytelling.
Conversio is a specialist CRO agency that works with brands like Ocado, Sephora and Edyn. Their approach is built around customer progression. They use data, insight and continuous experimentation to design experiences that guide, not pressure. They focus on validating decisions responsibly, not just chasing uplift.
When Conversio started using Made With èƵ's platform with Finisterre, they asked a different question: how is this product content helping customers, and when does it create the most value?
The answer challenged widely held assumptions about how PDPs are typically structured.
The Assumption
Open any product page in ecommerce and you'll see the same thing. Product description front and centre. Features. Materials. Care instructions. All open by default, all prioritised as if they're driving the sale.
It's standard practice. And nobody questions it.
Finisterre's PDPs were no different. Detailed product copy sat open alongside the add-to-basket button, taking priority on every page, for every visitor. The assumption: this content plays a critical role in driving progression.
"We're all assuming this is best practice. But when was the last time anyone actually validated it?"
Beth Hodge, Head of Client Strategy, Conversio
The problem is, without understanding who's actually reading that content and whether it's helping them, you're just following industry norms. Finisterre's product storytelling is strong.
The question wasn’t whether it was valuable, but whether its default presentation and prominence were aligned with different customer mindsets.
Finding 1: For the majority, current content prioritisation was not influencing progression
77% of visitors arrived at the PDP with low intent. For these visitors, collapsing product copy had minimal impact. They were no more likely to build intent or convert.
That's a meaningful finding.
Brands like Finisterre invest significant time and care into crafting product information. Precisely because of that investment, it is important to understand how that content should be used.
For over three quarters of visitors in a low-intent state, the current prioritisation and format of that content wasn’t progressing their journey.
"We cannot attribute progression impact to this content for the majority of visitors. The opportunity is to better align it with customer readiness."
Beth Hodge, Head of Client Strategy, Conversio
The opportunity isn’t to remove rich product storytelling, but to consider how and when it is surfaced to create the greatest impact.
Finding 2: For high-intent visitors, default-open copy created friction
~9% of visitors showed clear signals of high intent. These are the most valuable visitors on the site. People who've already decided they're interested and are looking for speed, clarity and efficiency to convert.
For this segment, collapsing product copy improved conversion for this segment by 20.51%.
For customers who had already built conviction, large blocks of open content alongside the primary action introduced unnecessary cognitive load. When collapsed (but still accessible) their path to purchase became clearer.
"These customers are already invested. At that point, the experience should prioritise clarity and pace. It’s not about reducing brand storytelling, it’s about presenting it in a way that supports their readiness state."
Beth Hodge, Head of Client Strategy, Conversio
The Bigger Picture
The immediate recommendation for Finisterre is straightforward: collapse product info by default. There is no risk for the majority and there is a clear upside for the most valuable segment.
But for Conversio, the bigger takeaway goes deeper. Product pages across ecommerce are still designed around assumed best practice, not validated customer needs. The same content is often served to everyone in the same format, no matter where they are in their journey.
In the Closing the èƵ Gap report, we found that 72% of PDP visitors are still discovering products. That is why it matters so much to align what you surface, and how you surface it, with real customer readiness.
This test reinforces that the format and prioritisation of content should reflect customer readiness, rather than relying on inherited design conventions.
"This isn't just about showing or hiding a bit of copy. It's about what the customer actually needs at that moment, and how we should be serving content based on where they are in their journey."
Beth Hodge, Head of Client Strategy, Conversio
For Finisterre, the next steps are about evolving the PDP experience by readiness state. It means understanding the mindset behind different intent levels. It also means recognising that a first-time browser needs something different from someone who is ready to buy.
Conversio is already planning the next phase: moving beyond static content decisions to adaptive, intent-led experiences that support both Finisterre’s brand investment and the needs of customers at different stages of readiness.
Finisterre’s PDP test shows how intent can challenge “best practice” and uncover growth, without ripping up the whole experience. Ready to see what intent can reveal on your product pages? Book a demo of Made With èƵ today.
