Project overview
The brand sells vegan skincare online and through a handful of stockists. Most traffic came from Instagram on mobile, but only a small share of visitors bought.
They asked us to redesign the store around how customers actually shop, starting with product pages and checkout.
Visitors loved the brand, but didn't buy
Heatmaps and analytics showed three problems:
Product pages left questions open
Ingredients, skin types and delivery details were hidden in tabs most mobile visitors never opened.
A slow, heavy theme
Large images and unused apps pushed mobile load times past five seconds.
Too many checkout steps
Shoppers were asked to create an account and saw delivery costs late.
What success looked like
- Increase conversion rateby at least 30% on mobile.
- Cut checkout drop-offby showing costs earlier and simplifying steps.
- Keep the brand's lookwhile making pages faster.
Our approach, step by step
- 1
Research Weeks 1–2
Reviewed analytics, heatmaps, session recordings and customer questions to find where shoppers dropped off.
- 2
Product page redesign Weeks 3–6
Rebuilt product templates with skin-type guidance, key ingredients up front, delivery dates and reviews near the price.
- 3
Speed and checkout Weeks 5–8
Removed unused apps, optimised images, enabled express payments and showed delivery costs in the basket.
- 4
Launch and test Weeks 9–10
Launched in stages and tested the new templates against the old ones before switching fully.
Before and after: key metrics
Store performance for the month before launch vs the second month after.
| Metric | Before | After | Change |
|---|---|---|---|
| Conversion rate | 1.4% | 2.3% | ▲ 64% |
| Checkout drop-off | 68% | 40% | ▼ 41% |
| Average order value | £27 | £33 | ▲ 22% |
| Mobile load time | 5.2s | 1.4s | ▼ 3.8s |
The results
Conversion rate climbed steadily after launch and held at the higher level.
“Our product pages finally answer the questions customers used to email us about. Sales went up within weeks.”