Online fashion store built to convert
An online store rebuilt around how people actually shop — clearer product structure, faster paths to checkout and fewer abandoned baskets.
Plenty of browsing, very few baskets
The store was getting traffic, but almost none of it was turning into orders. Customers would browse several products and leave — not because the products were wrong, but because finding the right one took more effort than it should have.
The product pages also gave no real sense of fit or material, which meant customers were left guessing. That uncertainty was showing up as abandoned baskets and a stream of pre-purchase questions.
At a glance
- Sector
- Retail & eCommerce
- Project type
- Online store redesign
- Scope
- Category structure, product pages, checkout flow
- Focus
- Converting browsers into orders
- Delivered
- 2024
Structured around how people actually shop
Most store redesigns start with the homepage. We started with the two moments that decide whether an order happens: finding the product, and deciding to buy it.
Categories that make sense
The navigation was rebuilt around how customers describe what they're looking for, rather than how the stock was organised internally — which immediately cut the number of steps to a product.
Product pages that answer questions
Sizing, materials and delivery information were surfaced directly on the product page, reducing the uncertainty that was driving customers away before checkout.
A shorter route to checkout
The basket and checkout steps were streamlined, with the number of required fields reduced and the total cost — including delivery — shown before the final step.
Built for a phone screen
With most traffic arriving on mobile, every part of the journey was designed for one-handed browsing, from filtering through to payment.
More browsing turning into orders
Customers now find what they're looking for faster and get their questions answered on the page, which means fewer baskets abandoned at the last step.
- A category structure built around customer language
- Product pages that answer fit and delivery questions
- Fewer steps and fields between basket and order
- A buying journey designed for mobile first
Need something similar?
If people are browsing your store but not buying, the problem is usually in the structure rather than the products.
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