The work, and the reasoning behind it.

Challenge

Strong paid media performance wasn't translating into revenue. Traffic was growing quarter on quarter, but conversion rate had been flat for over a year — unusual for a category with such high purchase intent.

Research

Session recordings showed customers repeatedly checking the ring sizing guide and hallmark certification details, then leaving without buying. Surveys confirmed hesitation centred on authenticity and fit, not price.

Optimisations

• —Moved sizing guidance and hallmark certification next to price, not buried in a separate tab
• —Introduced trust signals at the point of hesitation, not just in the footer
• —Simplified engraving and personalisation selection from a four-step process to one

Challenge

A recent site migration had quietly damaged conversion rate. Traffic and ad spend were unchanged, but revenue per visitor had dropped 14% year on year — concentrated almost entirely on mobile.

Research

Funnel analysis isolated the drop to mobile checkout specifically. Session recordings showed the virtual try-on tool failing to load reliably on mobile after the migration, and customers repeatedly abandoning at the prescription details step.

Optimisations

• —Fixed and stabilised the virtual try-on tool across mobile browsers
• —Simplified prescription entry into a single guided step
• —Reduced payment step load time through asset optimisation

Challenge

Cart abandonment was high relative to category benchmarks, and the team suspected price was the cause — but had no evidence either way.

Research

Exit surveys and cart-page session recordings showed the real issue was uncertainty about suitability for sensitive skin and an unclear returns policy on opened products, not cost itself.

Optimisations

• —Added skin-type and ingredient guidance at product and cart stages
• —Clarified the returns policy for opened versus unopened products
• —Tested and rolled out a low-friction shipping cost threshold banner