B2C • UX/UI • Shopify • Mobile •E-commerce

About Project

Detroit Grooming is a men's grooming brand within the portfolio of international company Merit Manufacturing. At the project start, the website had a high bounce rate (65%) and low conversion. Business goal — increase online sales through improved UX, launching targeted landing pages, and A/B testing key elements.

Objective

Create an effective sales funnel through UX improvements, personalized landing pages, and A/B testing to drive conversion growth and user engagement.

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Initial metrics before redesign

• Bounce rate: 65%
• Conversion: 3.5-4%
• Time on site: 1:45 min
• Traffic: 80% mobile, 20% desktop </aside>

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Key Interface Issues:

• Uninformative homepage without clear value proposition
• Lack of visual hierarchy and clear CTAs
• Text-heavy blocks instead of visual content
• Unclear navigation that makes information search difficult
• Missing product section
• Lack of trust elements </aside>

Landing Pages Launch

We deeply studied Detroit Grooming's target audience and, considering the specifics and features of men's grooming, proposed personalized solutions to increase conversion:

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Each audience segment has its own landing page. The previous website had a bounce rate of 65% with an average viewing time of only 1:45 min.

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To increase website conversion, we segmented the audience by needs and created targeted landing pages for each segment:

• "How-to and Application" — landing pages with step-by-step instructions, video guides for using oils and balms