Challenges

The audit revealed a confusing shopping experience at every stage. Navigation was unstructured, making it hard for visitors to find what they were looking for, and the add to cart flow had structural issues that were quietly losing sales. Checkout included hidden delivery fees that were only revealed late in the process, a common trust killer in ecommerce. With over 150 products available and no clear way to navigate them, visitors were overwhelmed before they could even reach a product page. Page speed was also a major issue, with the site loading in 5.9 seconds due to too many apps and scripts running simultaneously, directly hurting both conversion and search visibility.

Strategy & Approach

Navigation was restructured and simplified, giving visitors a clear, logical path through the store instead of guessing where to look. The product catalog was reduced from over 150 items to 99 bestsellers, removing the noise and helping visitors find what actually converts. Filters were added to the collection pages, allowing customers to shop by skin or hair concern instead of browsing blindly. The homepage was restructured to follow the actual customer journey from awareness to purchase, and product pages were rebuilt in a landing page format to better communicate value and build trust before the add to cart step.

A skincare quiz was introduced and connected to a dedicated landing page, built specifically to convert cold traffic coming from TikTok and Meta ads into engaged, qualified visitors. The native email solution was replaced with full Klaviyo automation sequences to support retention and repeat purchases. On the technical side, page speed was brought down from 5.9 seconds to 1.2 seconds by removing unnecessary apps and scripts, directly improving both user experience and conversion.

Results & Outcome

Conversion rate moved from 1.02% to 4.4%, a 331% increase. Average order value rose from 99 to 159 dollars, a 60% increase. Average engagement time grew from 2.20 minutes to 4.32 minutes, showing visitors were finally exploring the simplified catalog instead of leaving confused. Abandoned carts dropped from 73% to 39%, a 47% reduction, largely driven by removing hidden fees and simplifying checkout. Page speed improved from 5.9 seconds to 1.2 seconds, removing a major technical barrier to conversion. Across every stage of the funnel, from first click to checkout, the redesigned store turned a confusing experience into one built to convert.