E-commerce Experience & CRO
2025-2026
Role
Owned and executed website experience and conversion optimization, identifying friction across product pages and navigation, and implementing improvements to enhance the user journey and performance.
Results
+3pp PDP Conversion
PDP Conversion Rate increased from 16.2% → 19.2% (+3pp) driven by visual first PDP design
+1.4 pp Add-to-Cart-Rate
Add to Cart Rate increased from 7.9% → 9.3% (+1.4pp) through optimized PDP
+ $115K MXN Incremental Revenue
Generated over $115K MXN in incremental revenue through personalized upsell and recommendation strategies
29.7% Check out flow
Achieved 29.7% conversion rate in optimized checkout flows
Insight
Users felt overwhelmed by the variety of products, making it harder to differentiate between offerings. In beauty e-commerce, where trust and education are key, this creates friction and slows down purchase decisions.
Solution
Redesigned the PDP and overall navigation to improve clarity and product discovery, implemented personalized recommendations and upsell strategies to support decision-making and increase conversion.
Key actions
Redesigned PDP to improve clarity and product understanding
Simplified navigation to enhance product discovery
Implemented UGC, video, and visual communication
Introduced personalized recommendations and upsell strategies
Identified and optimized friction points using user behavior data
Redesigning PDP to Increase Conversion & Reduce Friction
Cart Optimization & Upselling
Introduced visual first pop communication
