The brief
Fugazzi's product page had too many competing calls to action — a sample add-on, a subscribe option, a jump link to reviews — all fighting the add-to-cart button above the fold.
What we built
Product page hierarchy rebuilt around a single primary action
Sample kit and subscription offer demoted to a secondary strip below the fold
Variant tested against the existing page before full rollout
Tracking rebuilt to segment by which action a visitor actually took
