Upon establishing client goals, I performed a sitewide CRO audit that included analyzing heatmapping, user session recordings, and customer surveys. To understand the supplement landscape and the client's position, I also conducted competitive analysis, evaluated industry trends, and performed a heuristic walkthrough to assess how language and imagery were used to nurture the user journey.

After reviewing the client's preferred design styles and upcoming theme changes, I redesigned the Homepage, Product Description Page, About Page, Product Listing, and Blog Page. These redesigns incorporated research findings including updated header copy, revised iconography and imagery, alternate scroll functionalities, altered content hierarchy, and modified CTAs.

New designs were presented to the client before a meeting to discuss specific decisions. The client provided priority updates to ensure alignment with their content needs and software limitations. Their internal development team also reviewed the designs to analyze the custom theme build requirements. Revised designs were completed and handed off within two weeks.

As new designs were being built, I used the CRO audit to populate the client's A/B testing ideation database. I provided high-level test designs and consulted on proper campaign setup for goals and analytics tracking. Routine calls with the client and account manager were held to monitor testing progress and share additional ideas.