32% reduction in bounce rate
British American Tobacco (BAT), a leading global tobacco company, acquired a struggling vaping brand experiencing declining performance. The brand’s website was outdated, buggy, and poorly designed, with an ineffective navigation system, weak mobile usability, and negative user feedback.
Key issues included confusing cart rules, frequent pop-ups, limited reorder visibility, lack of compatibility information, and no ability to save payment details. These problems contributed to a 40% bounce rate, meaning almost half of visitors left the site without engaging, resulting in lost sales opportunities and reduced customer acquisition.
British American Tobacco (BAT), a leading global tobacco company, acquired a struggling vaping brand experiencing declining performance. The brand’s website was outdated, buggy, and poorly designed, with an ineffective navigation system, weak mobile usability, and negative user feedback.
Key issues included confusing cart rules, frequent pop-ups, limited reorder visibility, lack of compatibility information, and no ability to save payment details. These problems contributed to a 40% bounce rate, meaning almost half of visitors left the site without engaging, resulting in lost sales opportunities and reduced customer acquisition.
I led a full website redesign and migration over 18 months, focusing on a mobile-first, user-centric platform: Design was overhauled - :odern visuals, simplified layouts, and refined use of color and photography. in addition, I looked at enhancing the navigation: Clear user flows with intuitive menus, eliminating reliance on URL redirects.
User-Focused Features: Improved reorder visibility, reduced pop-ups, added compatibility information, and enabled saved payment details for smoother checkout.The project aimed to align the website with brand goals while reducing friction for users.
The redesign delivered measurable performance improvements:
Bounce Rate Reduction: Dropped from 40% to 27%, a 32% improvement.
Increased Engagement: Around 2,000 additional sessions per month, with users interacting rather than leaving.
Improved User Satisfaction: Enhanced mobile experience, intuitive navigation, and user-focused features strengthened alignment with brand objectives.
By addressing usability, navigation, and customer pain points, the site became both visually appealing and high-performing, driving engagement, conversions, and long-term growth.
Like what you see? The results above didn’t happen by accident—they came from clear goals, thoughtful planning, and hands-on execution. If you’re curious about what this could look like for your own business, feel free to reach out. I’m always happy to chat, answer questions, and see if we’re a good fit to work together
