I totally get it - sharing my results right off the bat might raise some eyebrows, but at the end of the day, businesses are all about the bottom line, right? So why not just put the juicy stuff front and center? It's what businesses really care about after all!!!

In just three short months after the redesign, here are the (seriously impressive) results this business experienced:

Now that you've seen the impact of good UX practices on sales, let's dig into how I arrived at these winning conclusions and made data-based decisions to boost conversion and enhance usability.

1. High bounce rate

The website experiences a high bounce rate, indicating that many visitors leave without engaging or converting. This suggests a need to improve the website's design, content, and navigation to retain visitors and guide them towards desired actions.

2. Little visitor retention

While returning visitors show higher engagement and conversion rates, they make up only a small percentage of overall traffic. The goal is to convert more new visitors into returning visitors by offering incentives, personalized content, and utilizing email marketing to stay in touch with visitors.

3. Who's our crowd? (target audience misalignment)

he majority of website visitors fall within the 25-44 age range and slightly skew male, which seems to be a different crowd than we want. Reevaluating marketing strategies is necessary to better reach the desired market segment.

4. Homepage as both landing and exit page

Good & bad news. The homepage is the most popular landing, indicating a strong online presence. However, it is also the most popular exit page. There may be a lack of clear CTAs and compelling content, leading visitors to exit without exploring further.

5. Checkout page behavior

The behavior flow analysis shows that users are immediately redirected to the checkout page after adding products to their carts. While this can increase conversions, it may also cause some users to leave without completing a purchase. I suggest giving users the option to continue shopping so they can take their time and feel more in control.

The main challenge in designing this website was the restriction on using certain words like "Sleep," "Medication," and "Anxiety," which are crucial in addressing client pain points and making them feel seen.

I had to get creative and think of ways to tackle client problems without resorting to those prohibited phrases. Luckily, the business had received plenty of glowing reviews from happy customers. I thought, why not let those satisfied clients do the talking for us? If they mentioned those specific phrases in their testimonials, it wouldn't pose any legal issues since it's just a direct quote from them. It turned out to be a great workaround for this situation, and it felt like a win-win. The business could showcase its effectiveness and make customers feel seen, all while staying within the legal boundaries.

I strategically placed these testimonials in prominent spots to catch the visitors' attention right away. By showcasing real stories of satisfied customers and the benefits they experienced aside their real image with the product they’ve used, I was able to create a strong sense of trust and credibility for the products.

I used a conversational tone in the copy to make users feel comfortable and at ease while browsing. No walls of text here! I kept it concise and easy to read, especially on mobile devices.

I added transitional CTAs throughout the website to guide users to relevant information without overwhelming them. I also used VideoAsk to add a personal touch and build a connection with potential customers. People love to see real faces, right?