ToysReloved

Shopify CRO across Pages

Redesigning Trust to Increase Conversion:
A UX-led CRO initiative across Homepage, Collection, and PDP — resulting in a +45% overall conversion rate improvement.

Experience Principles

Trust first

Design every page as if the buyer has never heard of us before.

Clarity

Show only what's needed to make the next decision.

Mobile as default

72% of our users are on mobile; friction there costs sales.

Data-informed

Use signals to guide direction, not to delay action.

INDUSTRY

Re-commerce

PLATFORM

Web App (Shopify)

ROLE

Product Designer

YEAR

2026

TIMELINE

2 Months

TEAM

Design & Development

Challenge

ToysReloved receives meaningful traffic but loses buyers before they reach checkout. An audit identified critical trust gaps and unclear product information as the primary friction points, particularly on the PDP, where item condition descriptions were invisible to 80% of mobile users.

Role

As a Product Designer, I owned the full CRO process: translating the audit insights into a prioritised fix list, designing the UX changes across all three pages, collaborating with the developer on implementation, and closing the loop with post-release measurement using GA4 and Microsoft Clarity.

Solution

Two-phased releases targeting the highest-leverage pages. Release 1 focused on the Homepage and Collection Page — improving trust signal placement and browsing experience. Release 2 tackled Navigation, Footer, and PDP — moving critical information above the scroll threshold and tightening the path to Add to Cart.

What moved

+45%

Conversion Rate

Overall Site

+57%

Engagement Time

Browse to Buy

+69%

Checkouts

Completed

Process

01 Audit Review & Prioritisation

Executed a CRO Audit covering Homepage, Collection, and PDP. Stack-ranked issues by impact/effort and aligned on a first release shortlist with the team. Key criteria: fixes that could be shipped without major back-end changes and that directly address buyer hesitation signals.