32% reduction in bounce rate from website redesign
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 The brand’s website was outdated, buggy, and poorly designed, with an ineffective navigation system, weak mobile usability, and negative user feedback.
I was employed by BAT on an 18 month contrcat to come in and manage a recent acquisition – VIP Ecigs – and help thme turnaround a failing brand and address failing KPIs with an ecommere turnaround plan.
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.
40% increase in Database
The redesign delivered measurable performance improvements:
Bounce Rate Reduction dropped from 40% to 27% – a 32% improvement.
Increased Engagement of around 2,000 additional sessions per month, with users interacting rather than leaving. – as well as improved User Satisfaction from an 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.
