LuxeStore is a premium fashion brand launching their direct-to-consumer Shopify store. The brief was to create a digital experience that matched their luxury positioning while driving measurable conversion improvements over their previous WooCommerce store.

The Challenge

The previous store had a 1.2% conversion rate and 80% cart abandonment rate. Product pages lacked storytelling, the checkout was 6 steps long, and there was no mobile optimisation despite 70% mobile traffic.

My Approach

Conducted a full UX audit of the existing store, analysing Hotjar heatmaps, session recordings, and Google Analytics funnel data. Surveyed 200 existing customers to understand purchase motivations and barriers. Benchmarked against Net-a-Porter, SSENSE, and Farfetch.

Solution

Designed a visually-led product page with editorial photography, 360° product view, size guide integrated into the buy flow, and social proof placement optimised through A/B testing. Simplified checkout from 6 steps to 2 steps with guest checkout and Shop Pay integration.

Results

• Conversion rate improved from 1.2% to 3.8%
• Cart abandonment reduced from 80% to 51%
• Mobile conversion increased by 220%
• Average order value increased by £47