Overview
The Challenge
The main challenge was that the website lacked critical conversion elements. Product discovery was weak, the homepage did not communicate value quickly, navigation was not optimized, trust signals were missing, and there were no systems in place to recover abandoned traffic. The checkout experience was also limited due to missing online payment options, causing unnecessary friction.
The Solution
I executed a full CRO-driven rebuild of the website. This included updating the theme to the latest version for better performance, replacing the homepage slideshow with a high-quality video, and restructuring the main navigation with clear breadcrumbs. I added Shop the Look sections to improve styling inspiration, implemented Frequently Bought Together upsells, and introduced inventory counters to create urgency. To increase trust and retention, I added complete policy pages, an announcement bar for offers, wishlist functionality, newsletter popups, back-in-stock alerts, and integrated online payment methods for a smoother checkout. I also set up abandoned checkout email automations to recover lost sales and improve overall revenue efficiency.
The Result
After the rebuild, the website’s conversion rate increased from an average of 1.5% to 4%, representing a 100%+ improvement in conversion performance. The brand experienced higher checkout completion rates, stronger engagement with products, and improved recovery of lost sales — all achieved without increasing advertising spend. This project demonstrates how a full website rebuild combined with strategic CRO implementation can unlock immediate growth. By fixing structural issues, reducing friction, and guiding users clearly from landing to checkout, the same traffic was converted into significantly higher revenue.
