Background & Challenges

An e-commerce site, although well positioned on its market, noted a slowdown in sales despite a solid offer and stable traffic. The first indicators indeed showed a high abandonment rate in the purchase funnel and a low repurchase rate, signs of a better user experience.

The challenges identified:

• A complex and unintuitive customer journey, especially on mobile.
• An outdated information architecture, making navigation confusing.
• Little customization in product recommendations.
• No sales support tools to support the user at the key moment of their decision.

The objective: thoroughly rethink the user experience to streamline the process, reduce friction and improve conversion, while giving internal teams concrete levers for continuous optimization.

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Actions & Methodology

1. Audit & performance analysis

• Behavioral analysis via Hotjar (heat maps, recordings, conversion funnels).
• Internal interviews with marketing, support, logistics, and product teams to understand bottlenecks.
• User testing conducted with existing customers to observe irritants in real situations.

2. UX & architecture redesign

• Complete reconstruction of the site architecture to simplify navigation and reduce the number of steps before purchase.
• Modernization of the UX/UI design: clearer visual hierarchy, visible CTAs, streamlined purchase tunnel.
• Mobile-first optimization for a smooth experience on all devices.

3. Optimizing the customer journey & conversion

• Simplification of the sales funnel to reduce cart abandonment.
• Implementation of a contextual upselling strategy (complementary products and dynamic recommendations).
• Refined segmentation and marketing automations to personalize messages and offers.
• Addition of a live chat tool to answer priority segment questions in real time.

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Results & Impact

• +49% increase in sales over 3 months post-redesign.
• Cart abandonment rate down by 27%.
• Significant improvement in time spent on site (+32%).
• Increase in the repurchase rate thanks to personalized recommendations.
• More autonomous teams in monitoring and analysing performance.

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Key Learnings

1. Observe before acting : behavioral analysis tools (like Hotjar) reveal what raw data doesn't.
2. UX is not just design : it is a decision architecture.
3. The human remains central — live chat played a key role in the conversion.
4. Optimization is a continuous process, not a one-off redesign.

Heloise has successfully helped us increase conversion rate thanks to her creativity and digital expertise. Her project management skills combined with her proactive and flexible attitude has been highlighted appreciated. She has built great relationships within the team and with partners. - David Lyall, Head of Business, Action on Hearing Loss

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