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.