Leading UX decisions that increased revenue by 47% on a critical ecommerce page
Problem
A high traffic product page with strong conversion but low average order value caused by unclear kit options and misaligned user expectations.
Solution
A clarity focused redesign that restructured content hierarchy to clearly communicate kit value, usage duration, and long term benefits.
Results
Team
My role
UI UX Designer
End to end ownership from strategy to post launch analysis
Timeline
Sep '25 - Oct '25 (4 to 5 weeks)
Summary
This project focused on optimizing a key product page within Renova Be’s e commerce. Renova Be is a beauty and wellness company with annual revenue of around 220 million BRL. The page was one of the three most visited on the site, with more than 25 thousand monthly visits, and generated over 45% of the company’s total revenue.
The product was Verisol Collagen in fruity flavors, the brand’s main commercial asset. Because the page concentrated a high volume of traffic and conversions, any change needed to be treated as a decision with high risk and high business impact.
I worked as the UI UX Designer responsible for the project from start to finish. I aligned goals with the marketing director, defined the scope, led research and diagnosis, made design decisions, and followed the results after launch. The project was delivered in a short timeline of three to five weeks, working closely with a front end developer.
Problem
The goal was not to increase conversion at any cost. The page already performed well, but it was inefficient from a business perspective. The average order value was lower than its potential, mainly because many users chose to buy only one unit, even though the kits offered better value and a better long term usage experience.
From the user perspective, there were frequent complaints that the product did not last a full month. This pointed to a clear issue of communication and expectations, not product quality.
From the business side, there were important constraints that could not be changed. The kits included an additional product due to a tax strategy. This item was not the main reason for purchase, but it could not be removed. Leadership needed a solution that respected these limitations while still increasing efficiency, average order value, and revenue.
Solution
The main strategic decision was to avoid forced persuasion and focus on clarity. The core hypothesis was that users were not choosing larger kits because they did not clearly understand what they were buying, how long the product would last, and why that option made more sense.
I redesigned the page hierarchy to make larger kits easier to understand and compare. The content clearly explained quantity, duration, benefits, and savings over time, without hiding the additional product or exaggerating its value.
The solution focused on reducing cognitive effort. The page began to guide the decision instead of pushing it. The goal was to turn a confusing choice into an obvious one.
Process
The process started with a data driven diagnosis. I analyzed conversion rate, average order value, bounce rate, time on page, and click behavior. These metrics were combined with heatmaps, session recordings, and funnel analysis.
To reduce internal bias, I conducted a purchase intent survey with existing customers. The results showed that users were willing to spend more when they clearly understood the benefit, that collagen was the real driver of the decision, and that the additional product did not block the purchase, even though it did not add perceived value.
Based on these insights, I made clear mobile first design decisions, considering that 95% of traffic came from mobile devices. One important trade off was skipping AB testing due to time constraints. I communicated this risk clearly to leadership and recommended going straight to production with close monitoring after launch. This decision prioritized speed and immediate business impact.
Redesigned Verisol Collagen product page with enhanced usability
Results
The results confirmed the strategy. Conversion rate increased by 1.4%, moving from 2.2% to 3.4%, with peaks of 4.5% during seasonal periods.
Average order value increased by 18%, even with higher conversion.
Bounce rate dropped from 43% to 31%. Page revenue increased by 47 % within 30 days after launch.
Given the importance of this page to the company’s revenue, these decisions had a direct and meaningful impact on the annual business results.
+1.4%
Conversion Rate
+47%
Page Revenue
+18%
Average order value
-12%
Bounce Rate
Side by side view demonstrating the improved usability of the new UX framework
Key Learnings
LearningsThis project reinforced my role as a designer who leads decisions in environments with real constraints. UX was not treated as a visual layer, but as a strategic tool to solve business problems.
It is not always possible to test everything. Design leadership also means taking calculated risks, communicating trade offs clearly, and being accountable for results.
When UX takes responsibility for financial impact, it stops being a support function and becomes a central part of the company strategy.