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#104: This full site redesign drove a 43% bump in conversion rates.

#104: This full site redesign drove a 43% bump in conversion rates.

The 3 design changes this footwear brand made.

Allen Burt
May 22, 2024

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No. 104: Hey all,

Our recent site migration and redesign for French shoe brand Mephisto drove a 43% bump in conversion rates.

The first weekend the site was live, Saturday sales were bigger than Black Friday sales.

Plus: ARPU increased by 15% and gross purchase revenue lifted 59%.

So how’d we do it?

Read our 1-min breakdown below.

In this issue:

This week’s win: The 3 design strategies that lifted conversions 43% for Mephisto.
In the news: 6 examples of brands leveraging livestream to make shopping more interactive.
Quick tips: Feel the urge to copy competitors? Do this instead.

WIN OF THE WEEK

The 3 major design strategies that led to a 43% conversion bump for Mephisto.

#1: On the homepage, impress with brand story & best sellers.

Before the redesign, when landing on Mephisto’s site, it was clear right away what they sold.

But it wasn’t clear what the value was to the buyer. Why should they care?

To address this gap, we introduced the page with Mephisto’s legacy and brand story, followed by displays of top products to boost visitor engagement and trust.

The action plan:

Brand intro section: Highlight Mephisto’s unmatched quality and heritage to captivate visitors and make a great first impression.
Customer reviews: Add reviews to build credibility – essential for converting browsers into buyers.
Best sellers, not new arrivals: Showcase popular items to guide new customers using social proof, and simplify the shopping experience.

✨ Takeaway: For a memorable first impression, captivate with a value proposition and validate it with social proof.

Mephisto's strong social media presence drove a lot of mobile traffic.

But the site was cluttered and content-heavy, causing unnecessary friction.

The action plan:

IG images grid: Integrate a homepage grid featuring Instagram posts that link directly to products, making it easy for social followers to shop.
Pop-up cart: Add a confirmation pop-up for reassurance that items were placed in the cart, enhancing customer experience.
Simplified cart: Streamline cart page by removing clutter like extra subtotals and zeroed prices for a smoother checkout.
Mobile-specific icons: Address the lack of mobile visual cues by adding product benefit icons exclusively for mobile users, reducing perceived risk.

✨ Takeaway: If the layout is busy, they’ll bounce. Make it easy to shop with social media grids, reassuring pop-ups, and easy-to-scan benefit icons.

#3: On the product page, answer questions about product, process, and risk.

Emotions drive purchases, logic justifies them.

For Mephisto, we needed to raise first-time buyers’ confidence.

Here’s what we did:

Improved imagery: Before, cold browsers were forced to scroll for imagery. Instead, position a carousel of high-quality images at the top to pique interest.
Scannable benefits: Make unique benefits easily scannable, lifting them from heavy copy to highlight emotional and practical value.
Risk reduction elements: Place reassurances like returns and quality guarantees near the ATC button to alleviate anxieties.