Eldelia
Premium e-commerce design that earns trust before the first click
Role
UX/UI Designer
Year
2024
Deliverables
Overview
Eldelia is a premium e-commerce brand where the gap between product quality and purchase experience had become a direct revenue problem. High-intent visitors were landing on product pages and leaving without converting — not because the products weren't right, but because the design wasn't earning their trust fast enough. I was brought in to redesign the full conversion funnel with a CRO-first lens: from product discovery through cart and checkout.
Challenge
The existing product pages were underperforming at every stage of the funnel. Key trust signals — materials, certifications, social proof — were either buried or absent. The checkout had unnecessary friction: too many steps, unclear progress, and a cart experience that created doubt instead of confidence. Cart abandonment was high, and the brand was effectively subsidizing poor UX with increased acquisition spend rather than fixing the underlying conversion problem.
Solution
I started with a conversion audit — mapping the full purchase funnel and identifying where and why users were dropping off. Product pages were rebuilt around sensory quality communication: hero imagery sequenced for maximum quality perception, material and craftsmanship details surfaced prominently above the fold, and verified reviews integrated at the exact decision point where doubt peaks. The cart and checkout were streamlined to a clear three-step flow — the minimum viable path from 'add to cart' to 'order placed.' Each step was designed to reduce cognitive load and reinforce trust: clear progress indicators, confident error states, and trust signals placed strategically at the payment step where abandonment is highest. I also designed A/B test variants for the key conversion elements: CTA copy and color, product page hierarchy, and checkout flow structure — giving the team a testing roadmap rather than a single fixed solution.
Outcome
A conversion-focused shopping experience designed to reduce abandonment at every funnel stage — from initial product page trust through to checkout completion. Every design decision was tied to a specific conversion hypothesis, with A/B variants built in from the start rather than retrofitted after launch.
Key Highlights
- Full funnel audit before design — drop-off points mapped and prioritized
- Product page rebuilt around sensory trust signals above the fold
- Social proof integrated contextually at the decision point, not in a sidebar
- Checkout redesigned to 3 steps — minimum path from intent to conversion
- Trust signals placed at payment step where abandonment is highest
- A/B variants designed for CTA, layout hierarchy, and checkout structure
3 steps
Checkout steps
12 designed
A/B test variants
Product, cart & checkout
Trust signals
4
Drop-off stages addressed
Design Process
Conversion Audit
Analyzed the full purchase funnel, identified high drop-off steps, and mapped the trust signals that were missing or buried at each stage.
Benchmark Research
Reviewed conversion patterns from leading premium e-commerce brands to identify proven approaches to trust-building at each funnel stage.
Product Page Redesign
Rebuilt the page hierarchy around quality perception. Sequenced imagery, brought material details above the fold, and wove social proof at the decision point.
Cart & Checkout Simplification
Mapped every step and decision in the existing checkout. Removed everything non-essential. Designed 3-step flow with progress indicators and confidence-building copy.
A/B Test Design
Created test variants for every key conversion element — CTA copy, page layout, checkout CTA placement — giving the team a structured testing roadmap post-launch.