E-commerce Makeover = 2× Sales in 90 Days
May 30, 2025
We completed a full redesign of an e-commerce platform for a handmade goods retailer that had struggled with declining sales, slow mobile performance, and high checkout abandonment. Within three months of relaunch, the store saw a 45% increase in conversion rate and doubled its total revenue — without increasing ad spend.
Redesign Goals and Initial Challenges
The goal was to reduce latency, improve global performance, and prepare our platform for continued growth. The upgrade targeted both hardware and software layers, with measurable improvements across all hosting tiers.
Design and Experience Overhaul
We approached the redesign with a mobile-first strategy, beginning with the layout structure. Every section of the site was rebuilt with a focus on clarity and speed. Product pages were redesigned to emphasize high-resolution visuals, pricing clarity, and simplified options for variants and quantities. The product catalog was restructured to allow for faster filtering and clearer browsing paths.
The checkout process was reduced from five screens to three, eliminating redundant form fields and enabling autofill support for returning customers. Error handling was improved with inline messages that required no page reloads. Overall, the user experience was restructured to minimize friction from landing to purchase.
Visual identity was also addressed — a neutral, handcrafted aesthetic was applied across the interface to align with the brand’s tone and product style. Subtle animations and transitions improved perceived performance without slowing down page load.
Performance Optimization and Technical Execution
Beyond layout and interface, performance was a core focus. The codebase was cleaned of unused libraries, and all assets were restructured for faster delivery. Product images were converted into multiple responsive WebP variants, served conditionally based on device resolution.
JavaScript was minimized and deferred where possible to prioritize core interaction. All static assets were moved behind a CDN to reduce first-byte latency globally. The site’s infrastructure remained on the client’s existing platform, but deployment pipelines were updated for clean asset versioning and automatic compression.
These changes led to a nearly 50 percent reduction in average load time, measured across both desktop and mobile sessions. PageSpeed scores rose from mid-60s to high 90s on both mobile and desktop metrics.
Measurable Business Impact
The effect on sales performance was immediate and sustained. Within the first 30 days, the store’s checkout completion rate began rising steadily, particularly among mobile users. By the end of the third month, overall conversion rate had increased by 45 percent. Mobile conversion alone grew by more than 30 percent, which brought it nearly in line with desktop performance — a major shift from previous behavior.
Revenue over the 90-day period more than doubled compared to the prior quarter, despite the fact that advertising strategy and traffic sources remained unchanged. The improved user journey and faster page experience translated directly into more completed transactions and higher average order values. Users spent more time on product pages and returned more frequently within short intervals, indicating both increased interest and improved retention.
Conclusion
This project demonstrates the immediate business impact of focused UX design and technical performance tuning in e-commerce. Without changing the product inventory or investing in new traffic acquisition, the client achieved substantial revenue growth simply by removing friction and optimizing every step of the shopping experience. The updated platform is now not only more visually aligned with the brand, but far more efficient at turning visitors into paying customers.