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Northfold

Making a 3-pack read as a 3-pack at thumbnail size

A shouty main image hid the product in a grey box. The redesign lets the bins fill the frame and puts fit and load capacity in the first three swipes.

Client
Northfold
Category
Home
Year
2025
Scope
Main Image, Secondary Images, Infographics, A+ Content

+41%Click-through rate

(01)— Main image

Theproblem.

  1. 01The main image used 40% of the frame on the product and the rest on badges and all-caps claims, so it looked like two bins, not three.
  2. 02The top review complaint was bins sagging under weight, and nothing in the gallery answered it.
  3. 03Returns clustered on 'does not fit my shelf', but no image showed dimensions.
Redesigned main image: three nested bins of different sizes fill the white frame with a soft contact shadow.
Original main image: two small bins on a grey backdrop under a red all-caps headline and a yellow NEW badge, product fills under half the frame.
BeforeAfter

Drag, or use the arrow keys, to compare.

(02)— The original listing

Before.

  • Original main image: two small bins on a grey backdrop under a red all-caps headline and a yellow NEW badge, product fills under half the frame.
    01Main image
  • Original secondary image: one bin beside a dense block of small feature text that is unreadable on a phone.
    02Secondary image
  • Original lifestyle image: a single bin small on a beige floor with a faint text banner above it.
    03Lifestyle
(03)— The teardown

After,annotated.

Redesigned main image: three nested bins of different sizes fill the white frame with a soft contact shadow.
123

(01) Main image3 notes

  1. The product fills about 85% of the frame, so it still reads as three bins at thumbnail size.
  2. Three sizes nested in one shot answers 'what is in the pack' before the click.
  3. Pure white with a soft contact shadow: compliant, but grounded instead of floating.
Infographic: one bin on the left, three numbered benefits on the right in large type: 30 lb load, 2 second fold, machine washable.
123

(02) Infographic3 notes

  1. The headline answers the top review complaint (sagging) directly.
  2. One number per benefit, set large enough to survive a 320 px wide phone gallery.
  3. Numbered badges set a reading order, so the eye goes 1, 2, 3 instead of scanning.
Size image: one bin inside a dashed cube-shelf outline with 13 inch dimension lines on the width and height.
12

(03) Size and scale2 notes

  1. The dashed shelf outline shows the fit, which was the most common return reason.
  2. Dimensions on both axes, in inches, the unit these buyers search in.
Lifestyle image: three bins sitting in a cube shelf with a potted plant in the fourth cube.
1

(04) Lifestyle1 note

  1. Shown in the shelf they are bought for. A plant gives scale without narrowing the audience.
A+ banner: Northfold wordmark and the line 'Quiet storage for loud households' beside two bins on an oat background.
12

(05) A+ content2 notes

  1. The A+ banner sells a mood. The features already live in the gallery.
  2. The crop repeats the main image colours so the page feels like one system.
(04)— Results

What itdid to the numbers.

+41%
Click-through rate0.38% to 0.54%
+27%
Conversion rate9.8% to 12.4%
-18%
Return rateFit-related returns

Example study. Numbers are placeholders.

“We had tested badges, price, coupons. Nobody told us the product was just too small in the photo.”

Example client, Founder · Northfold
(05)— Next case study
Calmwell: Selling the outcome, not the ingredient+22% Conversion rate