Increasing product sales 32% by enhancing product discovery

Overview

An $8.1 million healthcare labels provider faced low product sales due to poor product discoverability.


Challenge

The client’s e-commerce site was underperforming due to:

  • Difficult product navigation, making it hard for buyers to find the right labels.

  • An inefficient checkout process, leading to cart abandonment.

  • Lack of user guidance, resulting in confusion and drop-offs before completing a purchase.

User research revealed that procurement teams needed a faster, more intuitive shopping experience with fewer friction points.

Before: User were experiencing choice overload when visiting the Home page.

After: Streamlined hero section provides distinct pathways for users to shop.


Approach

1. User Research & Pain Point Analysis

  • Conducted usability testing and session recordings to identify where users struggled.

  • Interviewed procurement managers to understand their purchase behaviors.

  • Analyzed cart abandonment rates to pinpoint critical drop-off areas.

2. Navigation & Search Optimization

  • Designed a clearer category structure to streamline product browsing.

  • Implemented predictive search and filters to help users find products faster.

  • Restructured product detail pages for clarity and better decision-making.

3. Checkout Flow Redesign

  • Reduced checkout steps to minimize friction and improve conversion rates.

  • Added auto-fill features for returning customers to speed up the process.

  • Improved mobile checkout experience, ensuring seamless transactions on all devices.


Outcome

32% increase in product sales post-optimization.
21% decrease in cart abandonment rate, leading to higher revenue.
40% faster product search times, improving the user experience.

Redesigned Home page working within the limitations of the platform.


Key Takeaways

  • Faster product discovery = More sales – Improving search and navigation removes buying friction.

  • Checkout efficiency is critical – Even minor tweaks, like reducing steps, directly impact conversion rates.


Final Thoughts

This project reinforced how small usability improvements in e-commerce can drive significant revenue growth. When users can find what they need quickly and check out effortlessly, sales naturally increase.