20% increase in conversion rate with minor tweaks
The Fragrance Store" is a retailer that specializes in perfumes and fragrances. It's known for offering a wide range of branded perfumes, colognes, and other scented products, both in-store and online. They typically carry well-known luxury and designer fragrance brands, as well as some niche options.
challenge
The Fragrance Store was investing heavily in social media and paid advertising channels, but in a highly competitive market with aggressive pricing strategies, they needed to optimize the traffic they were acquiring. The focus was to enhance the website's performance to boost conversions, which were underperforming for a business of that scale. Despite strong customer acquisition efforts, the conversion rate was not aligning with the level of investment in paid campaigns, SEO, and other marketing channels.
action
I analyzed the entire end-to-end journey on the website and identified several key drop-off points where customers were encountering product selection difficulties or facing challenges with a confusing checkout process. The insights were gathered through Hotjar, which provided valuable customer feedback on these friction areas.
impact
The impact of these changes was nearly immediate—website traffic saw an increase from the homepage to product pages, while adjustments to the product pages boosted the click-through rate (CTR) to checkout by 10%. Additionally, the overall conversion rate improved by 20% as the checkout process was simplified with a more streamlined user experience (UX) and the removal of unnecessary copy.