Inside a Full-Funnel Ecommerce UX Transformation

Where it started: a functional platform but not an engaging one

The brand's core issue wasn't broken functionality — everything worked. The problem was that the experience stopped there. UniKwan's initial audit described a transactional journey with low engagement around key actions, weak product discovery, an interface that was functional but emotionally flat, and limited personalization. That diagnosis set the roadmap for everything that followed: not one redesign, but a series of targeted fixes across the funnel, each shipped and measured separately.

Fixing discovery on the listing page

The first work centered on how people browse before they ever open a product. Sort and filter controls were moved lower on the screen for easier thumb reach on mobile, and a sticky filter bar kept them accessible while scrolling instead of disappearing off-screen. A "get within 48 hours" delivery highlight was surfaced to speed up decisions, and gender-specific filters — men's, women's, kids' — were made accessible upfront instead of requiring a detour into a separate section.

"If you give users a lot of choice, it becomes more confusing for them rather than helping them. We looked at which filters people actually used, and a small handful came up again and again — so we brought exactly those forward instead of leaving them buried in a filter panel."

— Md Suban Anwar, UI/UX Designer, UniKwan

The listing-page work also touched the product card itself: promotional badges and pricing that previously sat directly over the product photo were moved below it, giving the image room to breathe, with lightweight social-proof cues (recent view and purchase counts) added to build trust in the moment someone was deciding whether to click through.

"Most users come to the listing page focused on two things — the image and the price. So, we let the image breathe. We also added small social-proof signals, like how many people viewed or bought a product recently, because that builds trust right at the point someone's deciding whether to click through."

— Md Suban Anwar, UI/UX Designer, UniKwan

This stage of work was measured qualitatively rather than against a single conversion number: faster browsing with less effort, better mobile accessibility, more interaction with filters, and clearer delivery expectations, based on UniKwan's post-launch assessment.

Making the product page do more of the persuading

Rather than a full rebuild, the product page kept its existing content but reorganized it for faster scanning and clearer decision-making — pulling the details shoppers actually needed higher up the page. Implemented in December 2025, with results tracked through March 2026, this single change moved product-page revenue up 9%, lifted average order value from ₹4,649 to ₹5,016 (an 8% increase), and was associated with a reported buyer-confidence score of 97%.

A CTA redesign proven by A/B testing

The primary purchase button — "Add to Cart" and "Buy Now" — was restyled from a mustard button to a premium black CTA with curved corners; a change validated through A/B testing before it rolled out fully. It was associated with an 11% lift in average order value and a 2.5% uplift in conversion.

Smoothing the path through checkout

Even with a stronger product page and CTA, checkout was where a meaningful share of purchase intent simply stalled. The fix was mostly subtraction: fewer unnecessary steps, a more focused layout guiding shoppers toward completing the purchase, and reassurance messaging built into the loading state, so people weren't left wondering if anything had happened. Checkout-to-order conversion moved from 16.76% to 28.08% — nearly doubling the share of shoppers who reached checkout and completed the purchase.

Recommendations that follow the shopper

Behaviour-based product recommendations, built from what a shopper had actually viewed or explored, were added across both the listing and product pages rather than confined to one surface. A social-proof layer — "viewed by" or "bought by" others — is planned as a next iteration. Implemented in January 2026 and measured through March 2026, the feature drove a click-through rate of roughly 5% and lifted click-to-order conversion by up to 1.8%.

Killing the clicks that went nowhere

Alongside the visible redesign work, UniKwan's team also tracked something shoppers never see but definitely feel: clicks that failed to do anything. "Add to Cart" error clicks fell from 9% to 1% — an 88% reduction — and "Buy Now" error clicks dropped by the same margin. On the payment page, dead clicks on "Continue to Payment" fell from 34% to under 1%, a 97% reduction. These fixes shipped in November 2025, driven by product-page performance optimization, faster API responses, clearer press-state feedback on buttons, loader performance improvements, and payment-flow bug fixes.

What it added up to

Across the engagement, the brand's digital revenue grew 24% year-over-year.

What this means for your own funnel

• Treat funnel stages as separate problems — a listing-page fix and a checkout fix need different diagnoses and different metrics.
• Ship and measure each change against the specific metric it targets.
• Don't ignore clicks that fail silently — error and dead-click rates are often cheaper to fix than a full redesign, and the payoff can be just as large.
• Validate high-visibility changes like CTA styling with A/B tests before rolling them out platform-wide.
• Track results over a defined window per initiative and revisit the numbers as more data comes in rather than reporting them once and moving on.

Key takeaway

A funnel doesn't improve because of one big redesign — it improves because every stage of it is measured, fixed, and re-measured. If your platform has pockets of friction you haven't quantified yet, that's the first thing worth finding before any redesign work starts.

UniKwan runs this kind of funnel-first UX work for enterprise and DTC product teams. You can explore more of our ecommerce and product design work in our project portfolio — including our ecommerce UX work with Fastrack, or browse our full range of UX design expertise. Get in touch at info@unikwan.com to talk through a funnel audit for your own platform.

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