Focus: CRO, Product Discovery & Strategic Merchandising Client: Confidential (High-Volume Lifestyle Brand)
The client was successfully driving high-volume traffic, but the site was failing to convert that interest into revenue. With a conversion rate lagging 30% behind industry benchmarks, the site was a “leaky bucket.” Users were getting lost in a catalog of 2,000+ SKUs, and mobile bounce rates were climbing. I was brought in to identify the friction points and engineer a storefront that prioritized the path to purchase.
I focused on three core pillars to move the needle on conversion and average order value simultaneously.
Increasing Findability by 40% I identified that “Search Abandonment” was the primary driver of drop-offs. I overhauled the Product Discovery logic by implementing predictive search and high-relevance filtering. By reducing the time-to-product from five clicks down to two, I increased the “Product Detail Page” view rate by 40%, ensuring users found exactly what they were looking for before losing interest.
Lifting Conversion by 28% via UX Optimization I ran a series of aggressive A/B tests targeting the high-friction checkout flow. By implementing a “Sticky Add-to-Cart” on mobile and removing forced account creation, I successfully increased the sitewide Conversion Rate by 28%. I used heatmapping to identify “dead clicks” on the homepage, allowing me to strip away distracting elements and funnel users directly into high-converting collection pages.
Boosting AOV by 15% with Intelligent Merchandising To maximize the value of every visitor, I replaced static product grids with Dynamic Merchandising. I introduced “Complete the Look” modules and AI-driven cross-sells at the cart level. By matching the right accessory to the primary purchase in real-time, I increased the Average Order Value by 15% without increasing the client’s customer acquisition cost.
By focusing on the math of the user journey, I transformed the site into a high-efficiency sales tool:
+28% Increase in Conversion Rate through mobile UX refinement.
+15% Growth in Average Order Value (AOV) via smart merchandising.
-40% Reduction in Search Abandonment by improving product discovery.
+22% Lift in Revenue Per Visitor (RPV) across all paid traffic channels.