Challenge
While the brand had a strong mission, the homepage didn’t reflect it. Visitors didn’t instantly understand what the product was, who it was for, or how it worked. The content lacked structure, emotional connection, and urgency. There was no clear split between athletes and fans, the CTAs were vague, and key sections like reviews and best sellers weren’t leveraged to support conversions.
Results
I redesigned the experience to clarify value, simplify navigation and guide users with stronger structure. This included rewriting the hero, introducing distinct CTAs, repositioning CVPs above the fold, adding social proof and weaving in emotional cues like athlete highlights. As a result, the site saw a 34% increase in homepage-to-PLP clicks, a 21% boost in add-to-cart rate, and an 18% drop in bounce rate.
34.24%
21.81%
18.96%
