TBD

TBD came in with traffic but no conversions. The funnel had grown five years of patches, A/B tests, and stakeholder requests stacked on top of each other. Nobody could say what the site was for in one sentence — least of all the homepage.

I rebuilt from the customer outward. We mapped every step from ad click to repeat purchase, killed the steps that existed only for internal teams, and rewrote the rest around a single promise the business could actually keep. The visual system came last, answering the structure rather than driving it.

• One headline, one promise, one CTA above the fold. No carousel.
• Pricing moved up. Objections answered before they form.
• Checkout cut from six steps to two. Address autocomplete on by default.
• All product copy rewritten in the second person, present tense.

Conversion lifted 38% in the first eight weeks post-launch. Average order value held flat — meaning the new buyers weren't lower intent, the old funnel was just losing them.