07
Web
Boosting Conversions: Blog Redesign & Checkout Optimisation
Overview
As a Product Designer at Butternut Box, I was tasked with redesigning the company’s blog to enhance its role as a sales funnel and improve the overall customer purchasing experience. This project involved two main objectives:
1. Transforming the blog into an additional sales channel.
2. Streamlining and optimising the checkout process for better conversion rates and ease of use.
The Challenge
The Butternut Box blog had the potential to drive sales but wasn’t fully optimised to serve as a conversion tool. The goal was to redesign the blog to drive higher conversions and create a more efficient, user-friendly checkout experience.
Involvement
I analysed blog performance and user behaviour, collaborating with other product designers to identify pain points and target design improvements. I utilised the blogs negative space to introduce a component that gives a tease to the cost of their package, and optimised transitions to product pages, leading to a 22% increase in conversions.
For the checkout flow, I mapped the process and identified friction points.. I introduced express checkout and auto-filled forms for faster purchases and simplified the design with a mobile-first approach. A/B testing reduced cart abandonment and improved conversion rates and customer retention.
Conclusion
Results:
• 22% increase in conversions from blog to sales, proving the success of the new blog design as an effective sales funnel.
• Improved checkout conversion rates due to the streamlined user journey and express payment options, resulting in a smoother overall purchasing experience.
• Higher customer satisfaction with the easier, faster checkout flow, reflected in positive user feedback.
By redesigning the Butternut Box blog and optimising the checkout process, I was able to enhance the overall user experience, which not only contributed to higher sales but also improved customer retention and satisfaction. This project showcased the importance of aligning design decisions with business goals, focusing on user-centered solutions to drive measurable results.
Next work
