The Carry-On Flex
Compare carry-ons
Deciding between sizes?
The Carry-On Flex packs 5–8 outfits and fits overhead on most airlines. The Bigger Carry-On Flex packs 6–10 for longer trips.
Compare sizes →The Bigger Carry-On Flex
More room for longer trips, with a larger footprint and a different airline-fit profile.
View product →Making fit confidence part of the purchase moment.
A focused CRO redesign for the Away Carry-On Flex product detail page. The work brings the most important purchase questions into the buy box, so shoppers can decide with less searching and more confidence.
Move the answers closer to the decision.
Customers need to know whether the case fits their airline, how much it holds, what Flex changes, and what happens if it is not right for them. The opportunity is better timing, not simply more content.
Fit and capacity proof is buried
Litres, expanded capacity and trip length are difficult to find near Add to Cart.
High priorityBetween sizes? appears too early
The bigger alternative can interrupt intent immediately after the buy box.
High priorityStore availability dominates
Store information competes with online reassurance for most shoppers.
Medium priorityStrong reviews are disconnected
Useful proof arrives later than the purchase decision.
Separate testIf fit is clear, action feels safer.
If shoppers can see how much the suitcase fits and whether it fits their flight at the moment they decide to buy, more of them should add it to cart because the biggest doubts are resolved without extra searching.
Answer the customer’s next question.
The intervention keeps the photography, colour selection, personalisation, price and Add to Cart treatment. It concentrates on the purchase panel and one comparison module.
Fit first
Order information as fit, capacity, benefit, reassurance, then action.
Translate specs
Pair litres and dimensions with outfit count and real-world use.
Qualify claims
Say “most airlines” and keep the airline checker one click away.
Reduce competition
Collapse store availability and relocate size comparison content.
Build enough confidence above the fold.
The updated purchase panel helps shoppers validate the product without scrolling through the full PDP.
Questions arrive too late
- Fit and capacity are hidden in deeper content.
- Flex is not translated into a trip benefit.
- Returns and coverage sit away from the CTA.
Fit confidence is visible
- 41L to 47L and 5 to 8 outfits appear in the buy box.
- Most-airlines fit guidance is one click from checking.
- Colour choice and Personalize sit in the purchase flow.
Expected outcome
The redesign helps qualified shoppers answer the key questions in one purchase zone: Will it fit my airline? How much can I pack? What does Flex give me? Is £308 justified? What happens if I change my mind?