Foundational Discovery Research to Unlock Smarter Site Improvements

Targeted Optimization

Their Challenges & Our Solutions

• Lack of clarity on user friction points and drop-offs Solved by collecting user feedback and analyzing real behavior.
• Difficulty prioritizing execution opportunities without evidence Solved by delivering a clear, prioritized roadmap based on behavioral data and customer insights.
• Risk of costly site changes based on assumptions, not proof Solved by leading with a research-first approach — surfacing what users actually need and expect before recommending execution changes.
• Outdated user experience impacting credibility and trust Solved by identifying modern UX/UI gaps and recommending targeted updates to align with current customer expectations.
• Limited internal visibility into how users actually interact with the site Solved by providing visual heatmaps, session recordings, and behavioral analysis — making invisible user behavior visible to the team.
• Lack of structured internal process for ongoing site optimization Solved by delivering not just insights, but a prioritized action plan the team could operationalize post-project.

Our Process

Over 6 months, we were evaluating critical aspects like:

User navigation patterns and product discovery behavior

How users move through the site, where they get stuck, and how easily they find products.

Perceived credibility and trust signals

How the site’s design, content, and UX influence first impressions and trustworthiness.

Conversion barriers in the purchase journey

Key points of friction that cause drop-off or hesitation between browsing and buying.

Effectiveness of existing product content

How product information, images, and descriptions support or hinder purchase decisions.

Impact of limited purchase options (bulk orders only)

How offering fewer choices affects conversion rates and perceived value.

Engagement with social proof elements

Whether users are seeing and trusting reviews, testimonials, and trust markers.

Technical and UX pain points

Hidden bugs, broken flows, and missed opportunities impacting the overall user journey.

At the end, we delivered

1. A detailed, comprehensive research report
2. A live recorded walkthrough
3. An actionable Airtable roadmap
4. Strategic consultation

From Insight to Impact

Research Methodologies Used

• User surveys Direct customer feedback to surface pain points and priority improvements
• On-site polls Micro-interactions to capture user intent and satisfaction at key moments
• Heatmaps Visual engagement data to understand attention patterns and click behaviors
• Session recordings Behavioral video data revealing navigation challenges and hesitations
• Heuristic evaluation Expert UX and UI review to assess the site against best practices and experience

Top Insights Uncovered

1. Product discovery and navigation were challenging Users struggled to find key information quickly — leading to unnecessary back-and-forth between pages and frustration.
2. The site design felt outdated and hurt credibility A lack of modern design patterns and UX best practices negatively impacted user trust, especially for first-time visitors.
3. Lack of visible social proof weakened buyer confidence Too few product reviews and testimonials were surfaced at critical decision-making moments.
4. Homepage to brands page transition was a major leak point Heatmap and analytics data revealed significant drop-off moving users deeper into the funnel.
5. Limited product options (bulk orders only) may be hurting conversion Qualitative feedback suggested offering smaller quantities could open up broader customer segments.
6. Product imagery was underperforming Users needed more detailed, informative product images to build confidence and aid decision-making.

Priority Recommendations

• Refreshed design Refresh key sections of the site design or complete a full site refresh to modernize UX and credibility.
• Enhance PDPs Add missing information and fix easy-to-implement PDP (Product Detail Page) issues.
• Streamline search Improve site search and discovery flows with low-hanging optimizations.
• Boost reviews Increase the number of product reviews, especially on top sellers, to build trust.
• Offer new options Test offering smaller product quantities instead of only bulk options to broaden appeal.
• Make QA fixes Address known technical issues and QA bugs; explore opportunities to better assist users throughout the purchase journey.

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Results

At the end, we have

1. Validated key user pain points Confirmed major challenges with navigation, product discovery, and lack of clear, accessible information.
2. Identified UX, UI, and credibility gaps Uncovered where outdated design and missing trust elements were eroding user confidence.
3. Uncovered opportunities for product strategy Highlighted customer frustration with bulk-only order options and the potential benefits of offering smaller quantities.
4. Delivered prioritized actionable roadmap Provided a clear set of improvements organized by impact and effort — avoiding guesswork and ensuring faster wins.
5. Enabled data-driven execution Armed the internal team with behavioral data, customer insights, and a strategic foundation to guide all future site changes.
6. Saved time and resources Prevented unnecessary redesigns or uninformed changes — focusing the team on high-impact, evidence-backed improvements.