Summary
This case study focuses on user-friendly UI/UX enhancements aimed at streamlining the shopping journey, improving performance, and increasing conversions for Alglist, a luxury lifestyle brand focused on providing fashion solutions to customers for thier once in a life time events like prom nights, weddings etc
One of the key goals was to improve sales, as a significant portion of revenue was concentrated during the prom season. Through a combination of CRO, technical SEO, and a strategic roadmap, we addressed friction points, optimized key pages, and laid the groundwork for consistent performance and growth beyond seasonal peaks.
Introduction to Brand
This luxury fashion boutique caters to the stylish, modern woman who values both sophistication and versatility in her wardrobe. With a curated selection of high-end pieces that balance timeless design with current trends, the brand has built a loyal customer base seeking elevated essentials and statement looks alike.
Challenges
- UX inconsistencies and friction points across the user journey
- Poor Core Web Vitals and technical SEO gaps
- Inefficient navigation structure
- Limited organic traffic growth due to missing metadata and schema
Analysis:
Using Shopify’s backend data and extensive cross-device testing, we identified key friction points in the purchase journey. We prioritized low-effort, high-impact changes — such as implementing a cart drawer, preselecting the terms and conditions checkbox, and restructuring the homepage and product detail pages (PDPs) for improved clarity and flow. These adjustments helped streamline the path to purchase.
A comprehensive evaluation also revealed that many critical elements were buried at the bottom of pages, leading to poor visibility and underutilization. Additionally, navigation suffered due to a weak visual hierarchy, making it difficult for users to find what they needed quickly. These insights directly informed the UI redesign, helping us address user discomforts, reduce friction, and create a more intuitive and efficient experience.
From an SEO and performance standpoint, we discovered missing basic schema markup and ALT text, both essential for organic search visibility. We resolved these gaps and removed unnecessary third-party apps that were bloating load times. We also compressed and optimized all assets, resulting in faster page speeds and a smoother browsing experience.
Together, these data-backed improvements laid the foundation for better engagement, stronger conversions, and sustainable SEO growth.
Results:
- UI/UX Improvements
- Relocated key elements (e.g., reviews, return policy, “Try in Store”) for better visibility
- Improved navigation with clearer visual hierarchy and a mega menu structure
- Introduced a cart drawer and repositioned checkout buttons for easier access on mobile
- Conversion Optimizations
- Preselected terms and conditions checkbox to reduce checkout friction
- Highlighted installment messaging and secure payment info near pricing
- Corrected shipping tier logic and added visual upsells to cart
- Technical SEO Enhancements
- Implemented schema markup (Organization, Product, FAQ, Reviews)
- Added ALT text to all product and lifestyle images
- Optimized meta titles and descriptions across key pages
- Performance Fixes
- Removed unnecessary apps slowing down site speed
- Compressed image assets and minified CSS/JS
- Preloaded LCP images and deferred non-critical scripts
- Improved Core Web Vitals, especially LCP and JS execution time
Conclusion
Alglist’s transformation wasn’t just visual — it was structural, behavioral, and strategic. Through a comprehensive CRO + SEO roadmap, we helped build a website experience that not only looks good, but performs under pressure — with clear product discovery, seamless buying journeys, and organic traffic on the rise.
