Same audience. Less traffic. A path built to convert it.
A multi-channel e-commerce brand with a capable store that wasn't pulling its weight. Traffic was arriving — but too much of it left without buying. The relaunch focused on the shopping experience itself: conversion optimization, user experience cleanup, and customer path refinement. Not a cosmetic refresh.
The site had the pieces. It needed a stronger path.
Before changing anything, I mapped the real path a shopper took from landing to checkout, and looked for the moments that created hesitation, an extra decision, or a reason to stall. The store wasn't short on visitors. It was short on a clear path through.
The friction wasn't in one place. It was spread across the whole journey:
The homepage spoke to browsers, not buyers.
Too many navigation options turned finding into work.
Overlapping collections split attention and diluted intent.
Product pages changed shape page to page, so trust reset each time.
The offer was there, but easy to miss.
Checkout asked for the full price in a single step.
Each fix targeted a specific point of friction — and a specific reason it was costing sales.
The old homepage was built to impress, not to route. I rebuilt it around higher-intent shopping behavior — leading with what people actually came to buy, surfacing best-sellers and the clearest offers up front, and cutting the decorative sections that delayed the first real shopping decision.
Every extra menu item is another decision. I cut the navigation back to the paths that mattered, so finding a product took fewer steps and less thought.
The store had collections that split attention without adding value. Consolidating them concentrated demand on the pages that actually converted, instead of scattering visitors across thin, overlapping listings.
Product pages varied page to page, so trust had to be re-earned every time. I standardized the structure — imagery, key details, add-to-cart, and supporting information in the same place every time — so the buying decision got easier the deeper someone browsed.
The value was already there; it was just easy to overlook. I gave offers consistent, visible placement so the reason to buy now was clear at the moments that mattered.
Added Afterpay so price stopped being a hard stop. Splitting payment into installments removed one of the most common reasons a full cart gets abandoned at the last step.
Email was sending people somewhere the site wasn't ready to receive them. I aligned the on-site flow with the lifecycle email so a campaign and the landing experience finally told the same story — and the traffic email drove had a clean place to convert.
The goal was not to make the site louder. The goal was to make buying easier.
Measured Jan 1 – Feb 20, 2026 against the same window a year earlier — same season, same brand, a redesigned path.
Less traffic. More revenue. Better performance per visitor.
The headline is 4.5× conversion. The more telling number is revenue per visitor: +373%. Conversion and average order value climbed together — and when both move at once, they compound. Sales rose 243% on 27% fewer sessions.
This was never a traffic problem.
The demand was always there. It finally had a path that turned visits into orders — so the same store earned far more from fewer people.
Because the work was not just visual.
Every discipline did its part — that is the point of the work.
This is what the work is for. Not a louder store — a clearer one. When the structure, the path, and the offer line up, you don't need more people coming in. You need fewer of them to leave.
If your store is busy but the revenue doesn't follow, the gap is usually in the path, not the traffic. Let's find where buying gets harder than it should be.
