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War Dungeon — Product Page Build Brief

BBWD7 Product Page War Dungeon

Page intent

The War Dungeon product page is the brand’s primary conversion surface. A visitor arrives with intent (organic search, category drill-down, homepage curation, ad landing, return visit) and the page must convert that intent into an add-to-cart while still carrying the Steampunk + Old-West brand register. Conversion legibility comes first: price, loyalty earn, in-stock signal, primary CTA, and trust signals must be unambiguous and reachable at decision moment. Brand atmosphere comes second: the page must read distinctly as War Dungeon, not as a generic Woo product page. The two are not in tension — the lived v1 single-product template proves it.

Subject product (for the mockup)

Use Combat Patrol: Space Marines as the subject product for the mockup. Justification: mid-density representative product — believable price (£105–£125), realistic stock state (In stock), one meaningful variation axis (e.g. chapter / paint scheme as a future option), suitable for the conversion patterns (loyalty roundel earnable, free-delivery threshold proximity, paint cross-sell, painted-by-community UGC, edge-highlighting tutorial relevance). Stresses the layout fairly without edge-case demands (a single paint pot under-tests density; a system-level army box over-tests it).

Placeholder product data: 4.8★ from 124 reviews. £119.00 (RRP £135). 595 loyalty points earnable on this product. In stock — ships within 24h. 10 plastic miniatures + transfer sheet + base sheet + assembly instructions. Compatible with Warhammer 40,000 (10th edition) Combat Patrol mission deck.

Mandatory structure (top to bottom)

Anatomy derives from the lived v1 single-product template (wp-content/themes/war-dungeon/woocommerce/content-single-product.php: breadcrumbs → product header (gallery + content + ATC + CTA promo) → promo strip (4 reasons-to-buy) → body (tabs / after-single-product hook)) with conversion-optimisation additions layered in. Mandatory sections in order:

  1. Pre-header announcement bar — same brand chrome as homepage. Rotating shipping / campaign / loyalty messages. Inherited from camcom-v2 with brand override.
  2. Global header — same brand chrome as homepage. Logo / primary nav (5 items) / search / account / wishlist / mini-basket with loyalty points badge.
  3. Breadcrumbs — Home / Warhammer / Warhammer 40,000 / Space Marines / Combat Patrol: Space Marines. Modesto-condensed small-caps, last item marked as current (not a link).
  4. Product header — image gallery (LEFT) — main image at top (aspect 4:5 or 1:1), 4-thumb strip below (additional angles, scale comparison, unboxing detail, painted reference). Wishlist heart top-right of main image. Click-to-zoom affordance. On mobile this stacks above the content column.
  5. Product header — content (RIGHT) — vertical sequence:
    • Eyebrow tag: faction / game system (“Warhammer 40,000 · Space Marines”).
    • Title in modesto-condensed display (“Combat Patrol: Space Marines”).
    • Star rating (4.8★) + review count (clickable “124 reviews” anchors to reviews tab below).
    • Short description: 2–3 sentences positioning the product in saloon-shopkeeper voice (“Ten miniatures, one starter army, every chapter in the Imperium. The fastest way to a paintable Space Marines force…”).
    • Price block — current price prominent (£119), strikethrough RRP (£135) if discounted, “Save £16” pill.
    • Loyalty earn — visible at decision moment. Brass loyalty roundel: “Earn 595 loyalty points on this product”. Hover/tap reveals point value calculation. Conversion add vs lived v1.
    • Variation selector (if applicable). Treat as future-state: even if the SKU has no variations today, render the slot with a single option (“Standard box”) to preserve layout. If reasonable variations exist for the kit (e.g. paint scheme primer or chapter symbol pack add-on), render those.
    • In-stock signal with dispatch ETA — green dot + “In stock — ships within 24h”. Conversion add vs lived v1.
    • Quantity stepper (default 1) + Add to Cart (primary CTA, full-width or wide) + Wishlist button (secondary, outline).
    • Express checkout options — small row of express payment buttons (Apple Pay, Google Pay, Shop Pay, Klarna pay-in-3) below the primary ATC. Conversion add vs lived v1.
    • Free-delivery-threshold reminder — small line (“Spend £75 for free UK shipping — you’re £44 over the threshold ✓”) with a progress bar OR completion tick. Conversion add vs lived v1.
    • Secondary CTA cluster (small): “Ask about this product” + “Compare” (optional).
  6. Universal trust signals strip — replaces the lived v1’s product-specific promo strip (camcom__promo) with universal trust signals so every product page carries the same row without per-product authoring: Free UK shipping over £75 / 30-day returns / Multi-game expertise / “A Nerdworks Brand” credibility. 4 cells across, each with bronze gear icon + short caption. Refactored from lived v1.
  7. Tabs / sections — Description. Rich text describing the kit: what’s in it, who it’s for, what skill level, how it sits in the army. Hero shot or in-progress paint reference. The brand’s “saloon-shopkeeper” voice carries this — knowledgeable, atmospheric.
  8. Tabs / sections — What’s in the box. Bulleted list: “10 plastic Space Marines miniatures — 1 Captain in Terminator Armour, 5 Tactical Marines, 3 Aggressors, 1 Apothecary / 1 Combat Patrol mission deck / 1 transfer sheet (200+ icons) / 1 base sheet / Assembly instructions in 8 languages”. Optional small line-art schematic.
  9. Tabs / sections — Specifications. Scale (28mm heroic), material (polystyrene plastic), paint required (yes — sold unpainted), assembly required (yes — push-fit), game compatibility (Warhammer 40,000 10th ed Combat Patrol missions).
  10. Tabs / sections — Reviews. Aggregate (4.8★, 124 reviews) + distribution histogram + 3 most-recent reviews (reviewer name, stars, date, body, “Was this helpful?” affordance). “Write a review” CTA.
  11. Painted by the Community — UGC strip showing 4–6 painted versions of THIS specific kit (customer-submitted, AffiliateWP-linked where the painter is a partner). Each tile clickable to a single showcase post. “Submit your painting” CTA at the end. Conversion lever: aspirational — shows what they could build.
  12. Pairs well with — cross-sell strip: 3 paints + 1 tool needed for this kit (e.g. Citadel Macragge Blue base spray, Mephiston Red, Leadbelcher, Citadel hobby knife). Each as a small product card with image, name, price, “Add to cart” inline. Conversion lever: AOV uplift, presented as helpful curation.
  13. From the workbench — editorial relevance: 1–2 how-to guides specifically applicable to this kit (“Edge highlighting Space Marines power armour”, “Magnetising Combat Patrol weapon options for swappable load-outs”). Each card has cover image, difficulty pill, read/watch time, CTA. Conversion lever: content as trust + return-visitor seed.
  14. You may also like — related products: 4 related kits in same faction / game system (Combat Patrol: Necrons, Combat Patrol: T’au Empire, Space Marines Strike Force, Space Marines Hero Series). Standard product card grid.
  15. Recently viewed — optional, conditional on browse history. Render as a 4-card strip if any history exists. Lightweight treatment — not the focal point at the bottom of the page.
  16. Sticky mobile ATC bar — small persistent bottom bar that appears on scroll past the product header on mobile and small-desktop widths. Carries: small product thumbnail + price + ATC. Hidden when the in-page ATC button is visible. Conversion add vs lived v1 — present in the brief so the rendering shows it; engineering treats it as a CSS layer over the in-page content.
  17. Newsletter signup — themed name (“Join the Garrison”). Smaller treatment than homepage — a single-row strip, not a full panel. Optional; can be omitted if the page reads dense enough already.
  18. Global footer — same brand chrome as homepage. 4-column structure + baseline utility row.

Conversion optimisations layered onto the lived v1

Excluded from product page (belongs elsewhere)

Conversion principles

Voice notes

Short description and brand-voice copy carry the same Old-West saloon-shopkeeper register as the homepage: earthy, knowledgeable, atmospheric. Not jokey; not corporate. Treats the visitor as a fellow hobbyist who knows the games. Specific copy is TBC by Lily; the mockup should use placeholder copy that READS in this register so the operator can evaluate fit. Example fits: “Ten miniatures. One starter army. Every chapter in the Imperium.” “Push-fit, paint-ready, on your gaming table by sundown.” Example anti-fits: “Best price guaranteed!”, “Limited time offer!”, “Click to save!”.

Render direction

Placeholder — replaced per Build Brief variant. Each variant carries one aesthetic methodology overlay describing how this product page should render under that direction.

Technical constraints