E-commerce Conversion Optimization
Internship
Ideation + UX +UI
Mobile site
A. Introduction
During my internship at Jellyfish, a digital services company,
My team and I worked to boost Shoofra’s online performance by improving conversion rates.
Our focus: increasing online purchases and loyalty club signups.
Through UX audits, customer journey analysis, and flow redesigns, we streamlined key processes to drive faster, simpler user actions and higher engagement.
B. The Mission
As part of our internship, we received a brief from Jellyfish to improve key conversion metrics on Shoofra’s e-commerce platform — specifically increasing purchases and loyalty club sign-ups.
Increase the purchase conversion rate
Increase sign-ups to the customer loyalty club
To achieve this, we focused on identifying friction points in the current flow and designing a smoother, more intuitive user experience.
C. Research & Benchmark
1.
Mobile vs. Desktop: A Critical Gap
87% of site traffic comes from mobile, yet the mobile conversion rate is significantly lower than desktop.
While desktop traffic accounts for only 13%, it generates 2.76% in conversions, compared to just 1.3% on mobile — a 2.1x gap in performance.
This indicates a suboptimal mobile user experience that limits Shoofra’s conversion potential.
Improving the mobile journey presents a major opportunity to drive business impact.
87%
Most site traffic comes from mobile
1.3%
conversions on mobile
2.76%
conversions in desktop
2.1x gap
2.
To guide our decisions, we analyzed top e-commerce platforms to understand UX patterns that drive conversions.
We reviewed product pages, site flows, loyalty elements, and checkout strategies — and referenced insights from Shopify, Amazon, and BigCommerce.
These findings helped us identify key gaps in Shoofra’s mobile experience and adapt proven practices to meet user expectations.
Benchmark Research
E-commerce benchmarks we analyzed
Brand-operated Stores
Multi-brand Retailers
D. UX Insights
Our UX evaluation revealed three key opportunities to improve conversion rates on Shoofra’s mobile site:
Streamlining the checkout flow
Simplifying steps, optimizing for mobile, and making payment and club registration faster and clearer.
Improving product presentation and call-to-action clarity
Creating a more engaging layout with bold CTAs that drive immediate action.
Enhancing site structure and navigation flow
Clarifying category and product pages to support a smoother shopping journey.
H. Our Solutions:
Increasing Loyalty Sign-ups
1.
We identified that users had difficulty locating and completing the loyalty club registration process. The original sign-up was buried in the checkout flow and involved multiple, unclear steps.
The Shoofra screens – before:
To address this, we introduced three clear entry points for registration:
A pop-up upon site entry
A link in the hamburger menu
A top-screen banner is visible across pages
We also redesigned the sign-up flow itself — reducing friction and turning it into a fast, intuitive, and mobile-friendly experience, encouraging more users to join with minimal effort.
Improving Purchase Conversion
2.
The original purchase flow was long, cluttered, and unclear — with CTAs that were hard to find and too many steps before checkout. Users lost momentum along the way.
We focused on streamlining the browsing and checkout experience to keep users on the site longer, spark their interest, and make buying feel effortless.
Replaced the auto-sliding homepage banner with a more focused, static hero.
Before
After
Redesigned the hamburger menu to improve visual clarity and make top categories easier to access at a glance.
Before
After
And most importantly, we redesigned the product page to reduce friction: one clear CTA, instant add-to-cart, and a subtle animation that encourages users to keep shopping.
Before
After
FOMO tag
increase purchases by 9–15%
Loyalty club price
is a teaser to create a sense of urgency and incentivize users to join the club.
New Add to Cart Process
Drawer-style checkout flow
We rebuilt the entire checkout process using a drawer-based layout, reducing load times, removing modal popups, and allowing users to complete their purchase in fewer, more focused steps — without leaving the current page.
Improving the Checkout Experience
“Add to Cart” button
on the category page accelerates purchasing.
Redesigned CTA for faster action
We updated the “Add to Cart” button to be more visible, accessible, and immediate. This small but critical change made it easier for users to take action quickly, improving conversion and flow.
