Challenges

The original store lacked the foundations required to build trust or drive conversions. Product education was weak, trust signals were minimal, and the mobile experience was unclear. The Arabic-language experience was not optimized for UX or CRO, which created friction for first-time buyers. The challenge was to design a store that could educate and convert, particularly within the context of an RTL-first audience.

Strategy & Approach

The project began with a CRO and UX audit to identify friction points in layout, education, and trust. Mobile and Arabic-language behaviors were analyzed, revealing structural issues on PDPs and landing pages. A CRO-first strategy was defined to focus on readability, clarity, and cultural alignment.

The store was redesigned with an Arabic-first approach, using native RTL layouts, clear educational content on PDPs, and strong visual hierarchy suited for Arabic reading patterns. Trust elements were embedded into the experience to reinforce credibility and support purchase decisions.

The new design was implemented on a clean Shopify theme with scalable, RTL-compatible templates. Mobile usability was improved, and PDPs were rebuilt to support better storytelling and feature clarity. All key flows were tested pre-launch, and refinements were made post-launch based on real user engagement.

Results & Outcome

The redesigned store led to a measurable lift in product engagement and conversion rate. Trust perception improved, and first-time buyers interacted more confidently with product pages. The new experience allowed Afghani Oil to better educate customers while supporting frictionless purchasing in both Arabic and mobile environments.