UX Redesign & Conversion Optimization - Fashion/Accessories E-commerce

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The Context

A Belgian e-commerce business selling fashion and accessories online for 4 years. A solid business model (quality products, fair pricing), but stagnant growth. Decent traffic (10k visitors/month), but a catastrophic conversion rate: 0.6%.

The Root Cause

We ran 15 user testing sessions and uncovered the real problem: the purchase journey was a nightmare. 3 clicks to add to cart, an 8-step checkout, no visual progress indicator. Users were massively abandoning at the cart stage (62% abandonment).

Our Approach

1. Full UX Audit: Heat maps, session recordings, user interviews

2. Radical Redesign: Simplified purchase journey (1-click add to cart), 3-step checkout (vs 8), clean and modern design

3. Continuous Optimization: A/B testing on CTAs, buttons, messaging

The Results

New site launch: checkout abandonment immediately dropped from 62% to 32%. Three months later: conversion at 2.1% (vs 0.6%), and AOV +28% (the surprise effect: people buy more when it's easy).

The client invested €15k, positive ROI within 6 weeks. We now test continuously to squeeze out the next 0.5%.