20% Conversion Rate
Improvement with
Checkout UX Project
A targeted end-to-end UX review — using Hotjar to identify friction, then systematically removing it from product pages, navigation and checkout — delivering a 20% YOY conversion rate uplift.
About The Fragrance Shop
The Fragrance Shop is one of the UK's leading independent fragrance retailers, specialising in a wide range of perfumes, aftershaves and scented products from both luxury and mainstream brands.
Founded in 1994 and based in Manchester, the company operates more than 200 stores nationwide alongside a strong ecommerce platform. Despite strong brand recognition and significant traffic investment, conversion performance was falling behind its potential.
High Traffic, Underperforming Conversion
The brand faced underperforming conversion rates despite significant investment in social media, paid advertising and SEO. Key challenges included friction points in product selection and a confusing checkout process that caused potential customers to abandon their purchase — problems that weren't visible without a structured UX review.
A Full UX Review From Homepage to Checkout
I conducted a full end-to-end review of the website using Hotjar to identify drop-off points and areas of customer friction — then implemented targeted, high-impact improvements.
Simplified product pages — clearer product hierarchy, better imagery usage and more descriptive copy to reduce pre-purchase uncertainty.
Removed unnecessary copy and steps from the checkout process — reducing confusion and the number of decisions required to complete a purchase.
Improved the user journey from homepage through to product pages — reducing the number of clicks required and making it easier to find and buy.
Measurable Results from Targeted Changes
Turning significantly more visitors into buyers by reviewing the checkout process, adding stronger CTA content and streamlining the UX experience end to end.
Product page adjustments improved CTR to checkout — enriched content, more descriptive copy and a refreshed approach to product imagery drove the additional engagement.
Fewer steps, clearer choices and better-structured pages meant customers reached purchase with less resistance — improvements that compound as traffic grows.
Ready to Start Growing?
The first conversation is always free. No pitch — just a clear picture of where your business is and what I'd focus on first.