How I am Engineering a High-Converting Product Detail Page (PDP) for eCommerce Platform (and Why We Dropped Meilisearch Mid-Sprint)

We are in the middle of a critical sprint at Ruoth, and the mission is clear:

Build a Product Detail Page (PDP) that does not just look good but converts.

The previous version had maybe two components. It worked, but it was not optimised for conversion. This new version is engineered to guide users from interest to action with trust, urgency, and clarity built in at every step.

I am breaking down six key features I have already implemented in this blog. They are part of a larger sprint to create a 10/10 conversion-optimised PDP that supports our premium e-commerce experience.

1. Real-Time Live Stats: Trust Through Momentum

I built a WebSocket-based live statistics component to show:

• “👀 X people viewing now.”
• “🔥 X sold today.”

How it works:

• Django Channels + WebSockets
• The Custom ProductView model tracks unique IPs and logged-in users.
• Framer Motion adds visual micro-interactions
• Refresh-proof, multi-device tested.

Why it matters:

Users feel they are not shopping alone. Real-time social proof drives action.

 

2. Countdown Timer: Scarcity with Style

To highlight time-sensitive offers without creating pressure, I implemented a real-time countdown component.

When an offer is active, the timer shows. When it is not, we rotate branded inspirational messages to maintain visual consistency and engagement.

Tech Stack:

• limited_time_offer_end + get_current_price()

• Stripe Express Checkout integration

• React component with animated timer + fallback state

Why it matters:

It builds urgency without creating anxiety and keeps the experience premium at all times.

 

3. Product Reviews: Focused, Filtered, and Scroll-Enabled

I redesigned our reviews logic from the backend up:

• Reviews are filtered by product via query params

• average_rating and review_count calculated in real time

• Users can click the star summary and instantly scroll to the reviews tab

• Smooth tab activation handled via useRef + scroll animation

Why it matters:

People need proof. This update makes it effortless to find, read, and trust the reviews that matter.

 

4. Product Ticker: Passive Value Reinforcement

I built an auto-scrolling ticker that highlights key product benefits depending on whether the product is digital or physical.

Features:

• Built in React with infinite scroll logic
• Dynamic messaging sets
• Hover-to-pause UX
• Typography, spacing, and colours align with Ruoth’s minimalist design language.

Why it matters:

Without any effort from the user, the PDP quietly reinforces why this product is worth their attention.

 

5. Product Details Carousel: Storytelling That Sells

Instead of dumping content, I designed a 5-slide carousel that guides the user:

1. Identity
2. Immediate Value
3. Competitive Edge
4. Emotional Connection
5. Final CTA
    

Each slide contains contextual CTAs, visual contrast, and clean transitions.

UX Touches:

• Framer Motion transitions
• Slide progress indicator
• Mobile-optimised spacing and shadows
• Subtle hover glows on CTA buttons.

Why it matters:

People do not just want to buy; they want to feel, especially with the online shopping experience. This experience helps them get there.

 

6. We Dropped Meilisearch: Here is Why

Originally, filtering and searching were powered by Meilisearch. But as our catalogue scaled, we consistently hit RAM limits. Worse, when Meilisearch failed, the entire product catalogue stopped working, meaning we were not showing products to our users.

So I made the call to pull it out.

Now:

• All filters are powered by Django ORM and DRF filters.
• We only show filter options linked to actual products.
• “Apply” and “Clear All” give the user control and limit API calls as the user is filtering
• The system is fast, reliable, and does not crash when indexing fails.

Why it matters:

Complexity is not the goal but conversion and stability are. Removing Meilisearch has made the PDP faster, safer, and more scalable.

What is Coming Next

This post captures what is live, but we are only halfway through the sprint.

Next up:

• Sticky “Buy Now” CTA
• Subscription and cross-sell bundles
• UGC and Testimonials
• Post-purchase flows and licensing logic.
• Full SEO optimisation (Google, Facebook, Pinterest, rich metadata)

About Performance Data

We will begin tracking and publishing performance insights once the new PDP is fully live and has run for a meaningful time window. The metrics below will help us learn, improve, and optimise:

• Time on page
• Conversion uplift
• Scroll depth
• UGC uploads and interaction rates
   

Final Thought: This Is Not Just a Page. It is a Sales Engine

Every feature here was implemented with one purpose:

Move the user forward, reduce resistance, and earn trust.

This is just Part 1.
In Part 2, I will walk you through the remaining components, full analytics, and the final conversion flow from end to end.

If you are building a product page or product and want a conversion strategy baked into the code,

Let us build together and inspire creativity.