Conceptual UX Optimization for Conversion and Clarity
Client • Etepetete GmbH
Year • 2025
Role • Creative Director, Director of Product
Scope • UI/UX, Conversion Optimization
Team • 8 Cross functional (Brand, Design, Marketing, Product)
Duration • 2 Months
Status • Concept. Not implemented (yet)
Users weren't choosing a product, they were evaluating a recurring commitment.
Summary
Subscription conversion was constrained by decision uncertainty during product discovery, with drop-off between the product listing and detail pages ranging from 60-80%. Users struggled to differentiate box types and configuration options, causing hesitation right at the commitment point. I led an 8-person cross-functional team to develop a commitment-first redesign concept aimed at reducing this friction.
Status quo: undifferentiated entry point
Decision Framework
Expected Impact
Increase subscription conversion and reduce early churn risk by strengthening commitment confidence at entry.
Reduce decision friction to protect subscription intent.
Homepage
Top-performing products were elevated to the primary entry point and clearly differentiated to enable immediate comparison. A simplified hierarchy reduced decision effort, allowing users to grasp key differences at a glance and move faster toward commitment. Also certificates and testimonials are placed on top to gain trust.
Easy choice: Promote best performer only
Build trust fast: Certifications & testimonials placed to the top section
Clear USP & benefits
Clear hirachy of primary and secondary information.
Color interruptions to promote events and special offers.
Expected Impact (Conservative)
8-10% increased Add-To-Card rate
4-6% increase in conversion
Product Listing Page (PLP)
To enable faster decision-making, customers can preselect the appropriate product size before entering the box configurator. Available sizes and price differences are visible directly on the PLP, allowing users to toggle between options without visiting the product detail page. Customer reviews are also surfaced upfront to reinforce trust.
Choosing the layout
Integrating offers within the product grid treats promotions as part of the assortment rather than secondary marketing content.
Standardized card structure to improve comparability.
Introduced spotlight cards with special events or promotions.
Strengthened visual hierarchy to guide attention and action.
Preselect product size before entering the configuration process.
Added customer reviews to gain trust
Expected Impact (Conservative)
10-14% increased Add-To-Card rate
6-8% increase in conversion
Separate pages
Products and promotional offers are separated into dedicated pages to keep messaging clear and avoid mixing intent.
Clearly devided sections
Products and offers are presented within the same page but separated into distinct sections.
Mixed offers (Chosen Approach)
Products and promotional offers are integrated within the same grid, appearing alongside each other.
Product Detail Page (PDP)
Separated decision-critical information from secondary details. Understanding what’s inside and how to configure must happen before emotional commitment breaks.
Easy-to-use preference configuation
Detailed box content
Clear hirachy of primary and secondary information
Expected Impact (Conservative)
10-15% increased Add-To-Card rate
8-10% increase in conversion
Make configuration settings directly visible and reduce dropdowns to reduce friction.
Hypothesis: Price Partitioning
Separating shipping costs from the product price promotes conversion, as the total cost of the product appears lower. As long as the additional shipping costs are communicated early on, there is a high probability that conversion will increase. Testing is crucial here.
Expected Impact (Conservative)
6-8% increased Add-To-Card rate
3-6% increase in conversion
Made box contents transparent before purchase commitment.
Expected Impact
As a concept, the redesign was not implemented, but it proposes a more confident, transparent decision flow with measurably reduced cognitive load. Key learning: conversion issues are often structural, not visual, and transparency increases confidence more than persuasion.