Emma Tang

Project

Resume

About

Boost Conversion Rates for an E-Commerce Business

Date

Dec 2023 - Present

My Role

User Research /

UX Design / Visual Design / Photograph


Team

Emma (UX Designer),

Zoey(UX Designer),

Cassie (CEO),

Dary(Marketing lead)

Overview & Goal

Stelle is an e-commerce clothing company built on Shopify Plus.
My Role: I was responsible for all aspects of the website design, user research, data analysis, and photography.
User Need: Enhance the shopping experience to make it more seamless and enjoyable for customers.
Business Goal: Improve key performance metrics by increasing average order value and conversion rates.

Design Roadmap

Result

Build the website from scratch

0-1

Reach $250K first-year revenue

250K

Conversion rate improved from 0.5% to

2.78%

Final Design

Explore and shop with stelle at : https://stelleworld.com/

2024 Q1:
Website Redesign (Building Foundation)

In the first quarter of 2024, we implemented a comprehensive user research initiative to gain deeper insights into our target audience.

Building on these research findings, we redesigned our website, ensuring it would effectively serve user requirements while supporting our business objectives. We also established a data-driven success matrix to better evaluate our design decisions and measure outcomes.

Understand Users

To align our website with user needs, I implemented a desktop-first design and prominently featured girls’ dancewear as a key category. These decisions, made in collaboration with the product team, ensured a seamless and user-centric experience.




Introducing Data-Driven Evaluation

At the beginning of the project, one of the biggest challenges we faced was the lack of a structured framework to evaluate design decisions. Feedback was often based on personal perspectives rather than data-driven insights, making it difficult to align the team and ensure our designs truly met user needs.

To address this, I implemented Google Analysis, Hotjar and AB Tasty, two powerful tools that allowed us to track user behavior, gather quantitative data, and conduct A/B testing.

Google Analysis

Click Map

Record Analysis


✅ 0 - 1



I led the redesign of the website, building it from the ground up with a laser focus on two key features:

  1. Clear Navigation: We structured the site to ensure users could effortlessly find what they were looking for. Dancewear categories were prominently displayed, and the menu was intuitive, making it easy for busy moms to navigate without frustration.

  2. Smooth Add-to-Cart and Checkout Process: We streamlined every step—from adding items to the cart to completing the purchase—to eliminate friction and create a seamless experience.


2024 Q2:
Trust building & Mobile optimization

In 2024 Q2, I identified critical data quality issues and successfully removed bot traffic from our website analytics, revealing that previous metrics had been significantly skewed. Following this data cleansing, I conducted a thorough reanalysis of genuine user behavior patterns.


Based on these accurate insights, I implemented targeted mobile experience optimizations while simultaneously enhancing our brand aesthetics and overall visual consistency across the platform.

Problem

While analyzing Google Analytics data, I noticed anomalies: a 70% add-to-cart rate (vs. the e-commerce average of 7.9%), a 89% cart abandonment rate, and a 0.83% conversion rate, alongside a high email bounce rate—despite spending months optimizing our checkout flow. After consulting online resources, I identified the issue as robot traffic artificially inflating our metrics. By implementing a third-party bot-blocking plugin, I resolved the problem, bringing our add-to-cart rate down to a realistic 4.8% and improving the conversion rate to 1.5%.


Conversion rate

0.53% → 0.83%

Cart abandonment rate

89% → 15%

Email deliverability rate

14% → 96%

()



Once we resolved the bot issue and our metrics reflected genuine user behavior



Problem 1 :
WWrong strategy - 67% Mobile

Contrary to our initial analysis of a desktop-first audience. This revelation explained why our desktop-first approach wasn’t delivering the expected results. In Q2, we shifted our focus to optimizing the mobile user experience, ensuring the site was responsive, fast, and intuitive for mobile users.

Problem 2:
Low add-to-cart rates 5.3%

Through analysis, we pinpointed several potential causes:

1.Unappealing Product Images: Users weren’t visually engaged with the products.

2.Uncompetitive Pricing: Pricing didn’t stand out compared to competitors.

3.Lack of Trust: concerns about the site’s credibility.



Mobile Experience Optimization

Testing

Through Hotjar testing, we discovered that users repeatedly scrolled up and down to switch between colors and view the corresponding images, creating an inefficient shopping experience.

Result: 20% increase in session duration among mobile users.

+20% session duration





Improve Brand Aesthetics & Consistency

During our discussions, we identified an issue: our products weren’t visually appealing enough. To solve this, I set up a photography studio in our office and shot high-quality product images for the website. Additionally, I collaborated with over 100 Instagram influencers to source authentic, engaging images that resonated with our target audience.



Old Images

New Images

Influencer Image



Homepage Visual Exploration


-



Q2 Summary：

Tr

Add to cart rate

5.3% → 10.8% (+103%)

Conversion rate

0.83% → 2.4% (+189%)

2024 Q3:
Customer Retention Enhancement

In Q3 of 2024, our team focus on improving customer retention while also aiming to increase the average order value (AOV) (~$35 at the time). This goal guided our design and optimization efforts across the customer journey, from post-purchase engagement to refining product discovery and bundling strategies.

Problem

In Q3 2024, after optimizing our mobile experience, we achieved 1,000 orders per month. However, I found our data revealed key retention challenges: only 5.4% of customers placed more than one order, with an annual purchase frequency of 1.12 times and an average order value (AOV) of $35. To address this, I shifted our focus to two key metrics:


1.Improving return rates to drive repeat purchases and boost customer lifetime value.

2.Increasing AOV to maximize revenue per transaction.

Average order value (AOV)

$ 35

Customer return rate

5.4%

()

Annual purchase frequency

1.12

Loyalty and rewards programs



Result: The program's enrollment rate increased significantly, growing from 3.2% to 12.6% monthly.

3.2% → 12.6% (+293%)




Improve Customer Return Rate





Result: Average order value growing 28%.

$42 → $54 (+28%)


Summary

Explore and shop with stelle at : https://stelleworld.com/



Other Projects:

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