View site: https://turbotamanufactory.com/

As part of cooperation with Turbota Manufacturing, a brand specializing in candles, diffusers and gifts with cultural meaning, we implemented a complete redesign of their site to increase conversion and improve the overall user experience (UX). Our approach was based on detailed analysis of user behavior and the application of proven UI/UX strategies, focusing on maximum efficiency and convenience.

Tasks:

1. Increase conversion: Create a site that would not only increase the level of user engagement, but also ensure sales growth by optimizing all stages of interaction with the product, from acquaintance to purchase.
2. UX/UI Optimization: Create an intuitive interface that allows users to easily navigate the site, find the information they need and make a purchase effortlessly.

Approach to execution:

1. User Behavior Research:We started with a detailed audit of the old version of the site, using analytics tools (Google Analytics, Hotjar) to collect data on user behavior. This allowed us to identify the problem points where the conversion decline occurred, such as the purchase process being too complicated, unclear navigation, and the lack of clear product structuring.
2. Optimization of site structure and navigation:In view of the analysis of user flows, we have redesigned the navigation structure. Created logically consistent categories, subcategories for products that allow users to quickly find the desired products. Additionally, we have implemented filters that improve the search for products by category, price and other parameters.
3. UI/UX design and interaction elements:We have designed the interface elements, focusing on the principles of minimalism and warm natural colors appropriate to the brand Turbota Manufacturing. Buttons, fonts and images have been redesigned to facilitate interaction, as well as to create a cozy atmosphere that enhances the brand.
   • Call to action buttons(CTAs) were placed strategically, providing a high level of engagement without overloading users.
   • The addition of interactive elements (such as hover animations) provided better user interaction.
4. Optimization of the purchase path:We paid the main attention to the purchase process. Using principles CRO (Conversion Rate Optimization), we simplified the order form by reducing the number of steps to make a purchase. The ability to see a full cart with all products on one screen without having to go to other pages significantly reduced bounce rates and increased conversion.
   • Uses Dynamic elementsin the cart allowed users to see additional offers or discounts without distracting from the main purchase.
   • Introduction steps for registration/paymenton one screen significantly accelerated the process and reduced the likelihood of failures.
5. Mobile Adaptation:Since more than half of site visitors come from mobile devices, we have paid special attention to responsiveness. Created a mobile version of the site that provides users with the ability to quickly make a purchase via smartphone or tablet without any difficulty, which is critical for increasing conversion.

Results:

1. Conversion growth: Thanks to the comprehensive redesign and optimization of the user path, the client recorded a significant increase in conversion. Easier navigation and simplification of the purchase process have significantly reduced the number of cart rejections.
2. UX improvements: Thanks to visual and functional improvements, users began to spend more time on the site, which positively affected the average session.
3. Positive feedback from customers: The client received numerous positive feedback from users regarding the ease of use of the site, the speed of processing orders and the improved appearance.

Conclusion:

Website redesign for Turbota Manufacturingwas an example of the successful application of UI/UX strategy to increase conversion. Through in-depth analysis of user experience and optimization of key elements, the site has become a more convenient and effective tool to attract new customers and increase sales.

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