Health and Wellness Ecommerce
Retail and Wholesale
How Coastal Green Wellness Improved Conversion Rate by 16.34% Through a Clearer Ecommerce Buying Experience
Retail shoppers and wholesale buyers can use the same ecommerce storefront while following very different paths to purchase. For Coastal Green Wellness, the CRO work clarified those paths through improved navigation, more consistent page structures, and responsive layouts designed around both audiences. The approved project record shows a 16.34% increase in conversion rate.
Flyers ASAP is a printing company in Atlanta offering services such as custom flyers, business cards, and same-day printing, combining direct printing with in-house graphic design for tailored solutions.
Scope Summary
The Effort
Navigation & Information Architecture
Core Template Improvements
Retail & Wholesale Journey Optimization
Mobile Experience Optimization
Figma Design, Implementation & Responsive Review
Case Study Category
Conversion Rate Optimization
This range is provided only as a reference to help estimate similar engagements. Actual costs vary based on project scope, complexity, custom functionality, and client direction.
Service Model
Project
i
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Theme: Cornerstone
Team Members
Vianca: Project Manager
Myles: UX/UI Designer
Jaybee: Senior Developer
Kevin: CRO Specialist
Tech Stack
BigCommerce
Figma
HotJar
Conversion Context
A direct-to-consumer shopper may browse quickly and purchase a small quantity, while a wholesale customer may evaluate products through a more deliberate business-buying lens. Coastal Green Wellness serves both audiences through one ecommerce experience.
The CRO scope examined where the two audiences shared needs, such as clear product discovery and mobile usability, and where their journeys required different context. The storefront was evaluated as a connected system of navigation, core templates, product information, and purchasing actions so retail and wholesale needs could be considered without creating two disconnected experiences.
Friction We Found
Discovery documented Coastal Green Wellness's business priorities, audience types, known storefront constraints, and the points where retail or wholesale customers could encounter difficulty. Available ecommerce data added context on conversion behavior, device differences, and how visitors progressed through the shared shopping experience.
Hotjar heatmaps and session recordings provided a closer view of navigation, core templates, and mobile interactions. The CRO audit then grouped the findings by their effect on shared storefront clarity and audience-specific buying context, prioritizing issues that could simplify navigation, standardize key templates, and support the next relevant action.
Navigation and Product Discovery
Important product areas were not always reached through the most direct or predictable routes. Navigation needed to help both first-time retail visitors and returning wholesale buyers orient themselves quickly.
Retail and Wholesale Customer Journeys
Individual and wholesale customers could share the same core storefront, but each audience needed enough context to recognize the route relevant to its purchase without encountering a fragmented site structure.
Page Organization and Decision Support
Inconsistent hierarchy across customer-facing templates made it harder to scan products, interpret options, and identify the next action. More predictable page structures could reduce that cognitive load.
Mobile Usability
Responsive behavior had to preserve navigation, readability, and purchasing controls for both quick retail browsing and more deliberate wholesale evaluation.
Conversion Friction
The path between discovering a product, understanding the available option, and taking the appropriate purchasing action could be shortened and made more predictable.
Optimization Priorities
Create predictable entry points into high-priority product areas.
Help retail and wholesale visitors recognize the path relevant to their purchase.
Standardize core templates so products, options, and actions are easier to scan.
Shorten the transition from browsing to the appropriate purchasing action.
Protect audience context and purchasing controls on smaller screens.
Translate prioritized findings into layouts Coastal Green Wellness could review.
Implement and validate representative retail and wholesale journeys across devices.
What We Changed
The prioritized findings were translated into a shared storefront system that addressed common usability needs while preserving the context required by retail and wholesale buyers. The work moved from approved design concepts into implementation and responsive review.
Navigation and Information Architecture
Navigation and information architecture were refined so important product categories and supporting information could be reached through more predictable routes. The revised structure helped visitors retain orientation while moving from broad exploration into a relevant category, product, or audience-specific path.
Core Template Improvements
Core customer-facing templates were redesigned around a common hierarchy for product content, options, supporting information, and calls to action. More consistent layouts reduced the amount of relearning required from page to page and made the next purchasing step easier to identify.
Retail and Wholesale Experience
Retail and wholesale needs were reviewed together to determine which storefront elements should be shared and where additional context was necessary. This approach avoided creating two disconnected sites while helping each audience recognize the browsing and purchasing route relevant to it.
Mobile Experience Optimization
Responsive changes addressed navigation behavior, spacing, readability, tap targets, hierarchy, and action visibility in the context of both quick retail visits and more deliberate wholesale review. The result was a more stable experience as customers moved between desktop, tablet, and mobile contexts.
Figma Design Collaboration
Figma concepts translated the priorities into page systems that Coastal Green Wellness could assess from both retail and wholesale perspectives. Coastal Green Wellness reviewed the proposed direction, provided feedback on audience and business requirements, and approved refinements before implementation.
Development Implementation and Responsive Review
After the retail and wholesale requirements were resolved, the selected changes moved into storefront implementation. Responsive review tested representative retail and wholesale paths across common screen sizes, confirming that navigation, content hierarchy, product presentation, and purchasing controls remained usable.
Performance Results
Conversion rate improved following the CRO-focused storefront updates without assigning exclusive causation to any single change.
Outcome
Coastal Green Wellness's revised storefront better supported two distinct customer groups without splitting them into disconnected experiences.
Retail shoppers gained more predictable browsing and purchasing routes, while wholesale customers received clearer context within the same navigation and template system. Greater consistency across pages and devices connected discovery, evaluation, and action more effectively.
Conversion rate improved after the storefront updates without assigning exclusive causation to any single change. The revised page and navigation system also created a stronger foundation for future testing and optimization.
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