CRO breakdown of Wallwerx's photography wall art pre-launch. Design analysis and conversion insights by Apexure.
What is ConvertScore™? ConvertScore™ is Apexure's proprietary landing page performance metric. We evaluate every page across four dimensions — Copy & Messaging, Layout & Hierarchy, Trust & Social Proof, and CTA & Conversion Path — to produce a single score out of 100.
Wallwerx’s challenge isn’t awareness — people know they want art on their walls. The challenge is helping someone visualise a specific piece in their specific space. A product on a white studio background doesn’t sell; a product hanging above a mid-century sofa in a warm-lit living room does.
We built this page around lifestyle imagery first, product specification second. Every design decision follows that hierarchy.
The bold green-and-black colour system anchors Wallwerx’s visual identity against the photographic content. Most art retail sites default to white — which lets the product speak but also blends into every other gallery site. The Wallwerx palette makes the brand memorable and provides natural contrast for CTA buttons without needing to resort to generic orange or red.
The product photography grid is the commercial heart of the page. We curated the grid to show diversity — different room types, different print styles, different frame colours — because the goal is category appeal, not single-product promotion. A visitor who loves monochrome street photography and a visitor who wants colourful botanical prints should both see themselves represented before the first scroll.
is used specifically on the product tiles: they enter with a subtle upward fade as the visitor scrolls into the grid section. This serves a functional purpose beyond aesthetics — it draws the eye downward and signals “there’s more below” to visitors who might otherwise stop at the hero. We kept the animation duration under 300ms to avoid feeling sluggish.
The slider in the testimonial section shows customer photography in real homes. This is the page’s most powerful trust signal, not the five-star reviews. Seeing that other people bought the product, received it, and hung it in an actual room eliminates the “will it look right?” objection that kills art purchase decisions.
The page deliberately avoids showing prices on the grid tiles. This is an e-commerce CRO technique: showing price before desire is built causes premature price sensitivity. The visitor clicks into a product page already invested in the visual — the price then lands with context, not as a cold first impression.
For a direct-to-consumer art brand, trust is built through three signals: visible social proof (real customers, real walls), transparent delivery information (nothing kills an art purchase faster than uncertainty about whether the frame will arrive intact), and brand associations. The page addresses all three — customer photos, delivery information in the footer, and any press or partnership logos that elevate the brand’s perceived legitimacy.
"User-generated content — photos taken by real customers in their own homes — converts better than professional photography for home décor products. The reason is psychological: a professional photo shows an aspirational space. A customer photo shows a real space, with real proportions. The visitor's brain says 'that looks like my wall' and the purchase barrier drops."
Read more about how we approach product landing page design in our Landing Page Examples collection.
The gradient background in the hero section transitions from a dark tone at the top to the product-forward grid below. This guides the eye from the brand statement into the commercial content without a hard section break. It's a subtle nudge that keeps attention flowing down the page rather than stopping at a dividing line.
This page functions as a click-through: visitors arrive, get inspired, and are directed into the product catalogue or specific category pages where the actual purchase happens. The CTA copy — “Shop Now” and “Explore the Collection” — is intentionally exploratory. This matches the visitor’s mindset at this stage: they’re browsing, not ready to buy yet. Pressure-selling with “Buy Today” copy would create friction against the browsing mental mode.
"CTA copy should match the visitor's stage, not the business's urgency. If someone is in discovery mode — which is the majority of first-time visitors to any brand — 'Explore' and 'Discover' will get more clicks than 'Buy Now.' You capture the motivated buyer either way; you keep the browser longer with softer language."
WordPress with WooCommerce allows Wallwerx to manage product inventory, pricing, and fulfilment within the same system. The landing page is built as a custom template within the WordPress theme — this means the design can be updated independently of the product catalogue without breaking the shopping experience.
Art purchasing is heavily influenced by the visual — on mobile, that means high-resolution image loading is non-negotiable. We implemented lazy loading on all grid images so the initial page load is fast, then images load progressively as the visitor scrolls. Touch targets on product tiles are generously sized, and the category navigation collapses to a clean horizontal scroll on smaller screens.
A product grid with 12+ images is a performance risk. We compressed every image to WebP, specified explicit width and height attributes to prevent layout shift, and configured the CDN to serve appropriately sized images for the requesting device. A mobile visitor never downloads a 2400px-wide desktop image.
With conversion data from 90 days of traffic, three changes would improve performance:
Wallwerx scores 87 on our ConvertScore framework. The page earns strong marks for visual impact, product grid curation, and the use of real-room photography as trust currency. The gap to 90+ lies in the absence of above-the-fold delivery information and the lack of direct category filtering on the landing page itself.
Browse our full collection of landing page examples or read our guide to Ways To Increase Landing Page Social Proof.
People trust credible experts. Certifications, awards, media mentions, and expert endorsements boost credibility.
People follow the actions of others. Testimonials, reviews, and client logos build trust and reduce hesitation.
Controlling what visitors see first, second, and third guides them toward the conversion goal.
Limited availability increases perceived value. Countdown timers, limited spots, and exclusive offers drive urgency.
Product photography is the first job. Wallwerx sells framed photography and wall art — visitors need to see the product in context, on a real wall, in a real room, before they can picture it in their own space. Once the visual desire is created, the page's job is to remove obstacles: clear sizing, easy navigation to product categories, and visible social proof from existing customers.
A homepage serves everyone — new visitors, returning customers, trade buyers. A landing page serves one audience segment with one goal. For Wallwerx's paid campaigns, that means directing photography enthusiasts to a page optimised specifically for first purchase, without the distraction of account management links, wholesale enquiries, or blog navigation.
The tension in product landing pages is between 'show enough to inspire' and 'don't overwhelm.' We resolve it with a grid that shows the product range without requiring a scroll through a 200-item catalogue. The grid creates breadth perception — the visitor senses variety — without having to view every SKU. Category navigation then lets high-intent visitors drill down to their specific preference.
A photography/wall art landing page takes 2–3 weeks from brief to launch. The major time investment is in product photography curation and layout — getting the grid density right so pages feel rich without being cluttered. We also spend significant time on mobile optimisation, since e-commerce browsing skews heavily mobile.
We design high-converting landing pages for B2B and B2C brands. Let's talk about yours.
Get a Free Consultation Or browse more examples →
Founder & CEO of Apexure, Waseem worked in London's Financial Industry. He has worked on trading floors in BNP Paribas and Trafigura, developing complex business systems. Waseem loves working with Startups and combines data and design to create improved User Experiences.
Get quality posts covering insights into Conversion Rate Optimisation, Landing Pages and great design
"For products that live in someone's home, in-context photography does more conversion work than any copy we could write. The visitor should be able to look at the hero image and think 'that could be my wall.' If they have to imagine it themselves, we've already lost half the persuasion."