Optimizing the E-Commerce Product Page
Bellendo, a leading German homeware site, had its product pages enhanced to boost conversions and user satisfaction
01
Overview
Bellendo is a known Germany-based e-commerce store, offering tableware, kitchen essentials, and decor with a modern, functional design.
This project focuses on designing and optimizing the newsletter signup experience for the online homeware store. The goal was to create a seamless, engaging, and high-converting subscription flow that encourages users to sign up without disrupting their shopping experience.
Location
Munich, Germany (on-site)
Goals
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Optimize Conversion Rate: boost sign-ups with banks by 10%
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Improve user engagement: enhance the overall shopping experience
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Boost Customer Engagement: provide clear value to encourage signups and long-term retention
My Role
Research, UX/UI Design, A/B Testing, Surveys & Feedbacks
Tools
Figma (Design), Mouseflow, GA (Analytics)
Year
2024
02
Case study
Design Process
Understanding the Problem: Conducted user interviews and surveys, created user persona, user stories, and journeys based on insights and data, then defined problem statements to address user needs.
Research: Aligning business goals with user needs through stakeholder meetings, user research, competitive analysis to ensure an effective design that drives success.
Narrowing Down Ideas: Developing low/high-fidelity designs, collaborated closely with developers and PMs during design sprints.
User Testing: Defined testing goals and recruited participants, then conducted moderated and unmoderated tests, identified main issues, then reported findings to refine the product.
Understanding the Problem
Through data analytics, user behavior tracking, and conversion rate analysis, I identified several key usability issues on the product page that impacted user engagement and sales.
Conversion rate & ROI: Since the company relied on conversion rates for profits, it was vital to present financial products clearly and transparently, helping users make informed choices while boosting the company’s success.
Trust: The original design didn't inspire enough user trust. This was confirmed by +10 user interviews and an user survey which I conducted from beginning of the project. It was necessary to update the visual design and content, adding elements like customer reviews and product certificates.
To gain deeper insights, I conducted user interviews and usability testing mainly on desktop, observing real user behavior while they navigated the page.
Analysis based on the gathered insights
Key Findings from Research
Unclear Product Information: Users struggled to understand product details due to poorly structured titles and descriptions. Some users were confused about product quantities (e.g., how many glasses or plates are included in a set). To address this, I collaborated with the editorial team to rewrite and restructure content for clarity.
Navigation Issues: Users felt lost when trying to return to the product category after viewing a specific item.
Lack of Delivery & Return Information: Users wanted quick access to shipping and return policies before making a purchase decision. This information was either missing or hard to find, leading to hesitation and drop-offs.
Editor’s Recommendations Felt Like Ads: Instead of editorial picks, users preferred to see what other customers bought (social proof). The "Editor’s Choice" section was perceived as promotional rather than helpful.
Lack of Purchase Reassurance: Users needed confirmation that they were choosing the best product, whether through reviews, ratings, or bestsellers. They wanted trust signals like "Bestseller," "Most Purchased," or customer testimonials.
Information Architecture
The information architecture and structure were quite straightforward for an e-commerce website. However, one of the constraints I faced was the limited flexibility to modify the existing architecture. Given this, I focused on optimizing the user experience within the existing framework, identifying and improving key pain points to enhance usability and task efficiency.
Wireframing
The wireframe illustrates the improved product page and add-to-cart flow. Users can easily select a quantity and add items without losing their place. When clicking "Add to Cart," a pop-up confirms the action, showing a product in the cart. This ensures a seamless, frustration-free shopping experience while keeping users engaged.
03
UI Design
Before
Before
After
Userflow
The user flow consists of few key steps: selecting a product, adding details, reviewing the information for accuracy, and reaching the final confirmation screen. While the overall process is straightforward, users experienced their main frustrations on the product page, where unclear information, navigation issues, and a lack of intuitive interactions disrupted their journey. Addressing these pain points was crucial to improving the overall shopping experience.
Desktop version
Mobile version
Results & Impact
The redesigned product page led to noticeable improvements in user engagement and conversions across all product pages:
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Conversion Rate: Increased from 2.4% to 3.2%, a significant improvement that was considered a success.
The conversion rate, which measures the percentage of users who completed a purchase across all product pages. This means that out of all visitors browsing the product pages, more users successfully went through the checkout process and completed their purchases. -
Bounce Rate: Decreased from 62% to 51%, indicating higher user engagement and fewer drop-offs.
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Cart Interaction: 16% increase in users successfully adding multiple items without confusion.
Final Thoughts
The redesigned product page and improved user flow made shopping more intuitive, allowing users to find key details, navigate smoothly, and add items without frustration. Adding social proof and clearer return policies also helped build trust and boost confidence in purchasing.
This project taught me the value of observing real user behavior—small friction points can have a big impact. It also reinforced how to work within constraints to create meaningful improvements. Moving forward, I’ll continue refining the experience based on user feedback and data to keep optimizing the journey.
It’s frustrating that I can’t select multiple items at once. I think I have to click the button twice, but I’m not sure - it feels a bit confusing.
I don’t really trust the ‘Editor’s Choice’ section - it feels like an ad. I’d rather see what other customers recommend.
I need to see some reviews or confirmation that this product is popular and others bought it and liked it.
Selected quotes from the user interviews