Increasing add-to-cart conversions for a pet e-commerce brand

G’NIGHT FETCHER

G’Night Fetcher, a pet e-commerce brand, had recently launched their website after successfully building a brand following through Amazon and Etsy. They wanted to build a unique shopping experience for customers that would support the emotional aspect of purchasing pet urns, establish themselves as a high-end brand, and optimize conversion rates.

PROBLEM

A comprehensive audit and redesign of G’Night Fetcher’s product pages (across 46 products and 6 collections), utilizing competitive analysis, data analytics, improved information hierarchy, and updated typography. With the product page redesign, we achieved a 23% increase in add-to-cart conversion rates.

SOLUTION

Responsive web design, e-commerce, Shopify implementation

SKILLS

TIMEFRAME

2 weeks

Product designer
Founder & CEO
Marketing lead

TEAM

OVERVIEW

Cherishing the memory of a beloved pet with an elegant, handmade urn

G’Night Fetcher was created when its founder realized the lack of available options for tastefully designed urns to commemorated beloved pets. The brand is known for its Orchid Urns, which are handmade and inspired by the symbolism of orchid flowers—embodying the elegance and enduring beauty of a life well-lived.

GOALS

  • Move upmarket, emphasizing the high-quality materials, design, and craftsmanship of their memorial products

  • Collaborating with the founder, we determined the project’s success metric would be increasing product page to add-to-cart conversions

CONSTRAINTS

  • Timeline of 2 weeks

  • I needed to be able to implement my designs within G’Night Fetcher’s existing Shopify template

ANALYSIS

Examining the existing product page

After conducting a competitive analysis and a thorough audit of G’Night Fetcher’s product pages, I identified the following key issues:

3. Typography and spacing

  • The serif type makes the brand feel dated and is harder to scan at a smaller font size

  • Lack of spacing between product name and pricing feels cluttered and overwhelming

2. Functionality

  • Color variations of each product are listed as separate products, instead of on one page

  • The engraving option is set to default, with the additional cost unclear

1. Information hierarchy

  • Product page lacks a gripping short description to catch the customer’s attention. The existing icon looks like a “favorite” button rather than a bullet point

  • The unique selling features of the product are hidden within images and not listed in the product description

  • Content in description tabs such as “Perfect For” is easily overlooked, and could be better highlighted

  • Lack of context for auto-playing video

THE SOLUTION

Highlighting unique product features

After two rounds of presenting wireframes and feedback from the founder, I implemented the following redesign within Shopify:

NEW PRODUCT PAGE FEATURES

  • Clear, easy to read bullet points calling out important product characteristics (Designed in the USA, handmade with premium materials, etc.) that differentiate G’Night Fetcher from its competitors

  • Improved spacing between product details

  • Updated typography that retains the personality of the brand, but feels more fresh modern

  • Creating a new “Perfect For” section to illustrate the product’s many functions, information that was previously hidden away in the description tab

  • Prioritizing and moving up customer reviews and social proof

  • Providing context for the video testimonial

OUTCOMES

Increased add-to-cart conversions by 23%

After implementing the new designs, we utilized Google Analytics, Shopify Analytics and Microsoft Clarity to track engagement and measure impact.

By improving the information hierarchy and navigation of the product page, we saw a 23% increase in add-to-cart conversions from the product page, successfully driving sales and business revenue.