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DTC EcommerceProline Range Hoods & NaturesSeed

UI/UX Overhaul: 2x Conversion Rate

Doubled conversion rates through behavioral economics and streamlined UX

Context

Both websites had friction-heavy user experiences with complex navigation, poor filtering, and inconsistent branding. Customers were dropping off before completing purchases.

Constraints

  • Limited dev resources
  • Couldn't rebuild from scratch
  • Needed quick wins while planning larger changes
  • Different audiences (B2C appliances vs. agricultural)

What I Did

  • Took over UI/UX for both websites
  • Implemented behavioral economics tactics (anchoring, social proof, urgency)
  • Created streamlined 3-click funnel experience
  • Rebuilt product filtering for faster discovery
  • Unified branding and visual hierarchy
  • Improved product merchandising and cross-sells

Results

  • 2x conversion rate improvement on both sites
  • Reduced cart abandonment significantly
  • Improved average session duration
  • Higher AOV through better merchandising
  • Consistent brand experience across all touchpoints

Artifacts

Before/After ScreenshotsConversion Funnel Analysis

What I'd Do Next

A/B testing program for continuous optimization

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