My mission while working on this project was to redesign a new homepage and product page to optimise conversion rates while staying aligned with Yoursy’s brand guidelines. I've aimed to create a fast, effective, and user-friendly website that truly reflects the strength of the brand. The previous design felt like something was missing, making the brand seem weaker than it actually is. We knew the products were amazing, so the goal was to showcase that with a solid, high-quality shopping experience that customers could trust.
01
The main problem Yoursy was facing was low conversion rates, with difficulties convincing potential customers to make a purchase. The brand was also struggling with slow website performance, poor product page structure, and an overall lack of dynamic and engaging elements on the homepage to effectively communicate the benefits of aromatherapy and the unique selling points.
02
The solution was to showcase more products, giving users more opportunities to add items to their cart, and to address what was slowing down the site, like unoptimised image sizes. I focused on creating a smooth, user-friendly shopping experience that felt high-quality and seamless for customers and that aligned with the brand.
03
Brand values
Yoursy's brand values center around authenticity, education, and well-being. The brand is committed to offering pure, high-quality essential oils that are cruelty-free, vegan, and 100% natural.
04
Improving product discovery
To enhance product discovery, I've added dedicated sections with product cards that clearly highlighted the key benefits of each essential oil blend. The business owners can still modify titles, copy or products as they wish. Before, the website was lacking sections showcasing their products and we wanted to make it look more like a D2C brand while keeping their essence.
05
Educating customers
To educate customers and create a sense of need, I added new sections that featured social media, press, and dynamic carousels to explain how aromatherapy works.
06
Product pages
I redesigned the product pages to better showcase key ingredients and aromas, making it easier for customers to understand the unique qualities of each product. By listing the main ingredients and highlighting the scents, we enhanced the product value and helped customers choose products that suited their preferences. Incorporated cross-selling and upselling sections, suggesting complementary products or higher-value items to help users discover more or related products. This improved product discovery and also encouraged customers to explore more, ultimately increasing the average order value.
07
Results
The redesign of the product pages led to an improvement in customer engagement and sales. By highlighting key ingredients and aromas, customers were better informed and more confident in their choices, which led to higher conversion rates. The addition of cross-selling and upselling sections also helped to increase the average order value, as customers were encouraged to purchase other scents.
