E-commerce Website Optimization & UX Redesign Overview This project involved improving the performance and usability of a legacy plant e-commerce website with over 140 years of brand history. While the product offering was strong, the website was underperforming in both traffic and conversions.
Before
Before
- Low website traffic and minimal lead generation
- Poor conversion rate despite competitive pricing and product variety
- Cluttered UI with no clear visual hierarchy
- Confusing navigation (multiple overlapping categories like “Shop by Plant,” “Collections,” “Zone”)
- Weak call-to-actions and inconsistent user journey
- Limited trust signals and lack of modern UX patterns
ProblemUsers were landing on the site but not taking action. The experience made it difficult to:
- Quickly find relevant products
- Understand value (e.g., deals, collections, expertise)
- Navigate efficiently across categories
- Build trust or urgency to purchase
This resulted in high drop-offs and missed revenue opportunities.
What I Did
What I Did
- UI/UX Redesign: Simplified layout, improved spacing, and created a clear visual hierarchy
- Navigation Optimization: Streamlined categories and improved discoverability (e.g., “Shop by Zone” made more intuitive)
- Conversion-Focused Design: Added stronger CTAs, improved product card layouts, and highlighted discounts more effectively
- Content Structuring: Reorganized homepage to guide users from discovery → trust → purchase
- Trust Building: Emphasized brand legacy (“Since 1885”) and integrated credibility elements more strategically
- Performance Improvements: Optimized layout and structure to support faster load times and smoother browsing
- Mobile Optimization: Ensured responsive design for a seamless mobile shopping experience
Results
- Increased website traffic through improved structure and user engagement
- Conversion rate improved by ~30%
- Orders increased significantly due to clearer CTAs and better product presentation
- Improved user engagement (lower bounce rates, longer session duration)
- Faster browsing experience, contributing to higher retention
Key TakeawayTransforming a product-heavy site into a user-focused experience can dramatically impact both traffic and revenue. By simplifying navigation, improving UI clarity, and focusing on conversion paths, the website evolved from a static catalog into a high-performing e-commerce platform.