LEVERAGING VISUAL DESIGN TO DRIVE CONVERSIONS

the Objective

Redesign manufacturing company websites to improve user experience, enhance navigation, and streamline product discovery. The goal was to create more intuitive, high-performing sites that increased user engagement and drove higher conversion rates through iterative, data-driven design decisions validated by A/B testing.

Deliverables:

  • UX audit of existing websites to identify usability pain points.

  • Defined key performance metrics (e.g., bounce rate, session duration, conversion rate).

  • A/B testing strategy to guide design improvements.

the Ideation

Using heatmaps, session recordings, and user analytics, we identified friction points in the existing websites that were causing drop-offs. Key issues included complex navigation, unclear product categorization, and ineffective calls to action. We developed multiple design hypotheses addressing these issues and set up A/B tests to determine which solutions would drive the most impact.

Deliverables:

  • Data analysis of user behavior to identify conversion barriers.

  • Wireframes with multiple navigation and layout variations for testing.

  • A/B test plan with key success metrics and test duration.

the Creation

Designed and implemented multiple iterations of navigation structures, product discovery flows, and visual hierarchy improvements. Each variation was tested against the control version to measure its effectiveness. By continuously refining based on real user data, we ensured that every design decision contributed to improving conversion rates.

Deliverables:

  • High-fidelity prototypes with testable design variations.

  • A/B test implementation using tools like Google Optimize or Optimizely.

  • Quantitative test results leading to iterative refinements.

the outcomes

The A/B testing-driven redesign led to measurable improvements in engagement and conversions. The winning design variations resulted in clearer navigation, more intuitive product discovery, and increased user confidence in taking action.

Deliverables:

  • Up to 15% increase in conversion rates from optimized layouts and calls to action.

  • Up to 20% reduction in bounce rates and 25% increase in average session duration.

  • Data-backed insights that informed future design improvements, leading to ongoing optimizations.