E-commerce Site Redesign: 127% Increase in Sales

When Brisbane-based fashion retailer Coastal Threads came to us, they were struggling. Despite quality products and loyal customers, their online sales were stagnant. Two months later, they were processing more orders in a week than they used to in a month. Here’s exactly how we did it.

The Starting Point

Business Context

• Industry: Women’s fashion (25-45 demographic)
• Products: 450+ SKUs across 12 categories
• Annual Revenue: $420,000 (online)
• Problem: High traffic, low conversions

Website Metrics (Before)

• Monthly Visitors: 38,000
• Conversion Rate: 0.87%
• Average Order Value: $127
• Cart Abandonment: 79%
• Mobile Conversion: 0.3%
• Page Load Time: 4.8 seconds
• Bounce Rate: 71%

Key Issues Identified

1. Poor Mobile Experience

• Non-responsive design
• Tiny buttons
• Horizontal scrolling required
• 5.2s mobile load time

2. Confusing Navigation

• 47 menu items
• No search function
• Categories by designer (not use case)
• No filtering options

3. Weak Product Pages

• Single product image
• Generic descriptions
• No size guide
• Hidden shipping info
• No social proof

4. Checkout Friction

• 5-page checkout process
• Account required
• Surprise shipping costs
• No payment options

Our Strategic Approach

Phase 1: Foundation (Week 1-2)

Mobile-First Redesign

We completely rebuilt the site with mobile as the primary experience:

/* Old approach: Desktop with mobile "fixes" */
.product-grid {
  display: grid;
  grid-template-columns: repeat(4, 1fr);
}
@media (max-width: 768px) {
  .product-grid {
    grid-template-columns: 1fr;
  }
}

/* New approach: Mobile-first progression */
.product-grid {
  display: grid;
  grid-template-columns: repeat(auto-fit, minmax(150px, 1fr));
  gap: 1rem;
}
@media (min-width: 768px) {
  .product-grid {
    gap: 2rem;
  }
}

Information Architecture Overhaul

Before: Designer-focused categories

• By Brand (12 designers)
• New Arrivals (unsorted)
• Sale (all categories mixed)

After: Customer-focused categories

• Shop by Occasion (Work, Weekend, Event)
• Shop by Style (Casual, Formal, Activewear)
• Shop by Product (Tops, Dresses, Bottoms)
• Trending Now (AI-curated)

Phase 2: Product Page Transformation (Week 3-4)

Before vs After Product Page

Before:

[Single product image]
Product Name
$89.00
Size: [Dropdown]
[Add to Cart]

Description:
Beautiful dress perfect for any occasion.
Made from high-quality materials.

After:

[Image Gallery with Zoom]
[Video of model wearing item]

⭐⭐⭐⭐⭐ 4.8 (127 reviews)

Sophia Floral Wrap Dress
$89.00  or 4 payments of $22.25 with Afterpay

✓ In stock - only 3 left!
✓ 497 people viewed this today

Size: [Visual size selector with "Size Guide"]
Model is 5'8" wearing size S

[Add to Cart] [Buy Now]

♡ Add to Wishlist

Why you'll love it:
• Flattering wrap silhouette suits all body types
• Breathable viscose blend perfect for Brisbane weather  
• Machine washable - no dry cleaning needed
• Versatile: Dress up with heels or down with sandals

📦 Free shipping on orders over $100
↩️ Easy 30-day returns
🔒 Secure checkout

[Customer Reviews Section]
[Recently Viewed Items]
[Complete the Look Suggestions]

AI-Powered Product Descriptions

We used GPT-4 to rewrite all 450+ product descriptions:

AI Prompt Framework:

Product: [Name]
Category: [Type]
Price: [Amount]
Features: [List]
Target Customer: Professional women 25-45 in Brisbane

Write a product description that:
1. Addresses specific use cases
2. Highlights emotional benefits
3. Overcomes common objections
4. Uses sensory language
5. Includes social proof elements
6. Creates urgency without being pushy

Results:

• 67% increase in time on product pages
• 43% increase in add-to-cart rate

Phase 3: Checkout Optimization (Week 5-6)

Simplified Flow

Before: 5 pages

1. Cart review
2. Login/Register
3. Shipping info
4. Payment info
5. Order review

After: Single page with progress indicators

[Cart Summary - Collapsible]
     ↓
[Email for order updates]
     ↓
[Shipping = Billing ✓]
     ↓
[Express checkout options]
[Traditional payment form]
     ↓
[Place Order]

Trust Elements Added

• Security badges at payment
• “30-day easy returns” reminder
• Live chat support widget
• Phone number prominently displayed

Phase 4: AI-Powered Enhancements (Week 7-8)

Smart Product Recommendations

Implemented three recommendation engines:

1. Collaborative Filtering “Customers who bought this also bought…”

2. Content-Based Filtering “Similar styles you might like…”

3. Behavioral Targeting “Based on your browsing…”

Results:

• 38% of revenue from recommendations
• 2.3x higher AOV when recommendations clicked

AI Chatbot for Size Assistance

Common question: “What size should I order?”

Chatbot Flow:

Bot: "I'd love to help you find your perfect fit! 
     What size do you usually wear in [Zara/H&M/Target]?"

Customer: "Medium in Zara"

Bot: "Great! Based on our fit data, I'd recommend 
     a Medium in this dress too. It has a relaxed 
     fit, so if you prefer fitted styles, you might 
     consider a Small. Would you like to see the 
     exact measurements?"

Impact: 52% reduction in size-related returns

Dynamic Pricing Display

// Show payment options dynamically
if (productPrice > 50) {
  showAfterpayOption(productPrice / 4);
}

if (cartTotal < 100) {
  showFreeShippingProgress(100 - cartTotal);
}

if (lastVisit > 7 && !purchased) {
  showReturnVisitorDiscount(10);
}

Results After 60 Days

Revenue Metrics

• Monthly Revenue: $420K → $948K (+127%)
• Conversion Rate: 0.87% → 2.41% (+177%)
• Average Order Value: $127 → $164 (+29%)
• Mobile Conversion: 0.3% → 2.1% (+600%)

Engagement Metrics

• Bounce Rate: 71% → 42% (-41%)
• Pages per Session: 3.2 → 7.8 (+144%)
• Session Duration: 1:23 → 4:47 (+246%)
• Cart Abandonment: 79% → 58% (-27%)

Technical Improvements

• Page Load Time: 4.8s → 1.9s (-60%)
• Mobile Score: 34/100 → 91/100
• Core Web Vitals: All green

Customer Satisfaction

• NPS Score: 42 → 71
• Return Customer Rate: 19% → 34%
• Email Subscribers: +4,200 (new pop-up)
• Reviews: 4.2 → 4.7 stars

Key Success Factors

1. Mobile-First Was Non-Negotiable

73% of their traffic was mobile, but mobile users were converting at 0.3%. By designing for mobile first, we captured this massive opportunity.

2. AI Copy That Connects

Generic descriptions → Personality-driven copy that speaks to specific use cases and emotions. AI helped us scale this across 450+ products.

3. Friction Removal

Every extra click is a chance to lose a customer. We eliminated unnecessary steps everywhere.

4. Social Proof Integration

• Review count in search results
• Photos from Instagram customers
• “X people viewing now” indicators
• Recently purchased notifications

5. Speed Optimization

Page load time directly correlates with conversion. Every 100ms improvement = 1% conversion increase.

Detailed Breakdown: Top Converting Changes

1. Quick Buy Feature (+31% AOV)

// Enable quick buy from collection pages
productCard.addEventListener('mouseenter', () => {
  showQuickBuyOptions(productId);
});

// Pre-select most common size
quickBuySize.default = getMostPopularSize(productId);

2. Exit Intent Offer (+18% Email Capture)

// Detect exit intent
document.addEventListener('mouseout', (e) => {
  if (e.clientY < 10 && !hasSeenExitOffer) {
    showExitOffer({
      headline: "Wait! Save 10% on your first order",
      subtext: "Join 25,000+ fashion lovers",
      timer: 5 * 60 // 5 minute countdown
    });
  }
});

3. Abandoned Cart Recovery (+$47K/month)

Three-email sequence with AI-personalized content:

• 2 hours: “Did you forget something?”
• 24 hours: “Still thinking it over?” + 10% discount
• 72 hours: Customer photo featuring item

Recovery Rate: 28% of abandoned carts

Challenges and Solutions

Challenge 1: Inventory Display

Showing “Only 3 left!” created urgency but also customer service issues when inventory was wrong.

Solution: Real-time inventory API with 15-minute cache and “Low Stock” threshold instead of exact numbers.

Challenge 2: Product Photography

Inconsistent image quality across suppliers.

Solution: AI background removal + standardized templates. Saved $15K on photography.

Challenge 3: Return Anxiety

Fashion has high return rates; customers were hesitant.

Solution:

• Virtual try-on feature (reduced returns by 23%)
• Detailed fit videos
• Customer photos for each size
• Prepaid return labels

Ongoing Optimization

Monthly Tests Running

1. Checkout button colors (currently testing pink)
2. Product recommendation algorithms
3. Email capture timing
4. Free shipping threshold ($100 vs $75)
5. Product page layouts

Next Quarter Plans

1. AR try-on for accessories
2. Loyalty program integration
3. Influencer collaboration tools
4. International shipping
5. Wholesale portal

Lessons Learned

1. Data Beats Opinions

The client wanted a beautiful, minimalist design. The data showed customers wanted information, reviews, and multiple payment options. We found a balance.

2. Copy Is King

Better product photos helped, but better copy transformed the business. AI made it scalable.

3. Speed Compounds Everything

Fast site = better SEO = more traffic = more data = better optimization. It’s a virtuous cycle.

4. Mobile Money

Desktop users browse. Mobile users buy—if you make it easy enough.

5. Test Everything

Our biggest win (Afterpay integration) wasn’t even in the original plan. Always be testing.

Your E-commerce Transformation Playbook

Week 1-2: Foundation

• Mobile experience audit
• Speed optimization
• Navigation simplification

Week 3-4: Product Pages

• Rewrite descriptions (use AI)
• Add social proof
• Improve imagery
• Clear CTAs

Week 5-6: Checkout

• Reduce steps
• Add payment options
• Display trust signals
• Guest checkout

Week 7-8: Intelligence

• Personalization
• Recommendations
• Email capture
• Recovery sequences

Ongoing: Optimization

• A/B test everything
• Monitor analytics
• Gather feedback
• Iterate relentlessly

The Investment vs Return

Total Investment

• Design & Development: $25,000
• AI Copy & Strategy: $5,000
• Testing Tools: $500/month
• Total: $30,000 + ongoing

Return in 60 Days

• Additional Revenue: $528,000
• Improved LTV: +45%
• Reduced Ad Spend: -30% (better conversion)
• ROI: 1,760%

Final Thoughts

Coastal Threads’ transformation wasn’t magic—it was methodology. By combining AI-powered copy, conversion-focused design, and relentless testing, we created an e-commerce experience that customers love and competitors envy.

The best part? This is just the beginning. With the foundation in place, every optimization compounds. They’re now on track for $2M+ in annual online revenue.

Ready to transform your e-commerce site? Get a free conversion audit and see exactly where you’re leaving money on the table.