How smart UX choices for a charming collection of miniature glass sculptures lifted sales by 60%
In this edition of our Behind-the-Thought series, we’re looking at how a few thoughtful UX choices helped Bristol Blue Glass’ Dinky Glass Sculpture collection punch well above its weight. Sometimes, it’s the smallest design details (and the tiniest products!) that make the biggest difference to conversion.
When we redesigned and rebuilt Bristol Blue Glass’ Shopify store earlier this year, one of the main goals was to drive sales specifically within the Dinky Collection. Here is how we approached it:
Consistent, collection-specific product imagery
High-quality product photography is critical. Etsy reports that over 90% of buyers consider images the most important factor in their purchase decision1. For the Dinkies, we leaned into their playful personality, adding splashes of colour to backgrounds and keeping the styling consistent across the collection. This made the products feel fun, cute, and collectible while also looking professional and trustworthy.
Bringing the collection to the forefront
We added a prominent Shop Dinkies link to the main navigation to make the collection easy to find and encourage clicks. Small changes like this guide users and highlight that this collection is something special.
Complementary product recommendations
These might seem minor, but they had a huge impact. Well-placed recommendations do not feel pushy. They feel helpful, showing customers pieces that naturally complement their purchase. For the Dinky Collection, this approach really worked. Between May and September, the first five months post-launch, the number of sessions where customers clicked on a product recommendation and purchased that item increased by 83%2.
Part of this success comes from how the collection is positioned. Each piece is small, charming, and affordable, making it easy for customers to want to collect the whole collection. By displaying complementary items together, the UX encouraged that “collect them all” mindset, inviting users to explore the full range and add just one more to their basket. It is a simple touch that turned clicks into conversions.
The Results
The Dinky Collection not only attracted more visitors but also converted them at a higher rate than other collections. The combination of playful, consistent imagery, clear navigation, and thoughtful recommendations helped customers engage with the products and make confident purchase decisions. Here is a closer look at the results from the first five months post-launch:
Traffic Growth
The Dinky Collection ranked fourth among all collections for sessions, representing 4.6% of collection page traffic. Sessions increased 313% compared with the previous five months.3
Conversion Improvement
Conversion rate nearly doubled, rising 81% from 1.52% to 2.75%. This is significantly higher than the overall collection page average of 1.48%.4
Overall Impact
Total conversions increased by 513%.5 The collection is attracting highly engaged visitors who are motivated to purchase, making it one of the most effective collections for driving sales.
Seemingly small UX and design decisions can have a huge impact, especially for playful, collectible product ranges. The Dinky Collection demonstrates how aligning UX with product personality and business goals drives real results.
