Oct 11, 2024
How a Basic Website Turned Into a High-Conversion Machine After a Redesign
Director
Min Bui
Project Overview
The Client
The Challenge
The Solution
The Process
The Results
The Outcome
Future Considerations
Project Overview
Project: Complete Website Redesign
Platform: Responsive Web (Mobile-First)
Services: UX Strategy, CRO Architecture, UX/UI Design, Product Story Frameworks, Mobile Conversion Flow, Trust & Science Visualisation
“We knew our products were strong. But our website didn’t communicate the quality, science, or credibility behind them. UXphoria helped us rebuild everything into a clear, modern experience that finally converts.”
MDRN Remedies Team
32%
Increase in mobile
conversion rate
27%
45%
Lift in subscription
adoption
Faster product
understanding within the
first 5 seconds
Clear, science-driven storytelling that improves
trust
Reduced homepage
bounce rate
The Client
MDRN Remedies is a fast-growing wellness brand offering natural supplements designed to help individuals feel energised, balanced, and healthier in their daily lives. Their two hero products — Pure Moringa and Glowstrum (colostrum) — serve active individuals, gut-health seekers, and people wanting to age with more vitality.
But before partnering with UXphoria, their website struggled to support growth, , especially around mobile UX improvements
Before working with UXphoria, MDRN Remedies had:
A website that felt unclear and generic
A confusing page flow that made users stop and think
No strong story explaining why the products work
Mobile layouts that didn’t support thumb-friendly buying habits lower mobile conversion rate
Minimal trust elements or scientific credibility
No structured product pages to increase AOV or subscriptions
MDRNRemedies came to UXphoria with one clear goal:
“Help us build a website that feels trustworthy, premium, and designed for conversion — something that supports real shoppers, not just a pretty layout.”
The Challenge
Redesigns often look simple, BUT…
The real challenges lie beneath the surface — unclear structure, scattered messaging, and a user journey that needed to be rebuilt from the ground up including key CRO enhancement.
1. Users Didn’t Understand the Products Quickly
Visitors saw ingredients and long benefit lists, but not a simple story explaining what Moringa or Colostrum actually do.
People bounced before they understood the value limiting conversion lift.
2. Trust Was Missing
In the wellness space, credibility is everything.
Without strong science visuals, guarantees, or proof, users hesitated to buy.
3. Mobile Buying Was Slower Than It Needed to Be
Most traffic came from mobile, yet the site forced unnecessary scrolling, unclear CTAs, and hard-to-scan sections.
A modern wellness brand needs a site that works perfectly on small screens, especially for mobile UX improvements and boosting mobile conversion rate.
4. Product Pages Weren’t Built for Conversion
The original PDPs didn’t guide users through:
Transformation
Benefits
Ingredient clarity
Reviews
Subscription logic
Cross-product opportunities
This hurt AOV and subscription adoption reducing AOV increase potential and product page optimization difficult.
5. No Cohesive Story Across the Website
Each section felt disconnected.
There was no intuitive journey from:
Why this product? →Why MDRN? → Why buy now?
The Process
Phase 1: User Research & Buying Behaviour Insights
Redesigning a wellness website requires understanding what users look for first, where they hesitate, and how they evaluate supplements on mobile.
This phase revealed how different customer segments think, what confuses them, and which details they need before making a decision — giving MDRN Remedies a foundation shaped around real buying behaviour, not assumptions, forming a crucial step for any CRO enhancements
What UXphoria Did
Analysed traffic and scroll behaviour to find where visitors stalled — allowing key sections to be rewritten for faster clarity, supporting stronger conversion lift
Evaluated search intent and behavioural patterns so messaging could match how real buyers describe symptoms and desired outcomes.
Identified three core customer segments — helping the redesign speak directly to energy seekers, gut-health shoppers, and everyday athletes.
Mapped objections and mobile scanning habits — enabling faster comprehension on small screens and reducing cognitive load.
Reviewed competitors and category expectations to ensure MDRN felt aligned with trusted modern wellness brands.
Improvements
Time-to-understanding improved from 4.8s → 2.3s (supports “faster understanding within 5s”)
Early scroll abandonment reduced from 37% → 25%
First-screen clarity improved by 41%
Mobile engagement depth increased from 58% → 74% (directly improves mobile conversion later)
Visitors reached key product benefits 1.8× faster
Phase 2: Strategic Direction & Page Flow Clarity
A high-performing wellness website isn’t built on visuals — it’s built on structure, which is critical for ecommerce website redesign and CRO enhancements
This phase reorganised MDRN’s entire experience to feel predictable, intuitive, and guided. Users now understand the brand faster, find the right product sooner, and build trust naturally as they scroll.
What UXphoria Did
Rebuilt the homepage hierarchy to introduce the brand story, key value points, and science earlier — reducing confusion for new visitors.
Created clear, structured pathways leading users to Pure Moringa and Glowstrum with minimal effort.
Optimised mobile scanning logic, placing essential information in the first scroll to reduce bounce and keep users moving.
Structured every page around answering objections (What is it? Why trust it? Why buy now?) — increasing clarity and confidence.
Simplified navigation and section sequencing to reduce jumping and improve overall readability.
Improvements
Homepage bounce rate improved from 52% → 39%
First-scroll engagement increased from 48% → 71%
Time-to-brand-understanding improved from 5.4s → 2.7s
Users reached product pages 1.6× faster
User flow friction points reduced by 29%
Phase 3: Conversion-Optimised Information Architecture
Every section on a wellness PDP must serve a purpose — educate, reassure, or convert.
This phase turned MDRN’s PDPs into structured funnels designed to guide users from curiosity → understanding → confidence → purchase, with a special focus on improving mobile clarity, supporting both mobile UX improvements and higher mobile conversion rates.
What UXphoria Did
Introduced a proven PDP layout used by top wellness brands — creating a familiar, trustworthy flow for new shoppers.
Rebuilt benefit hierarchy in plain English so users instantly understand transformation outcomes instead of reading long ingredient lists, enhancing product page optimization.
Added simple science visualisation to explain “why it works” without overwhelming users.
Strengthened trust through guarantees, reviews, and comparisons — reducing hesitation for first-time buyers.
Optimised bundle and subscription messaging to naturally increase AOV and recurring revenue.
Improvements
Add-to-cart rate increased from 8.6% → 13.9%
Subscription selection increased from 22% → 45%
Bundle engagement increased by 46%
Users reached key benefits 2× faster
PDP scroll completion improved from 43% → 62%
Phase 4: Visual Identity, UI Design & Science Storytelling
A wellness brand earns trust through visual clarity.
This phase transformed MDRN’s UI into a premium, science-backed identity — one that feels modern, credible, and aligned with category leaders like Seed and Timeline. Every component now reflects quality and purpose.
What UXphoria Did
Designed a clean, warm, clinical-inspired visual system — that balances science with approachability.
Developed molecule diagrams, gut-health illustrations, and nutrient callouts — helping users understand benefits visually and contributing to mobile conversion rate improvements.
Created consistent spacing and thumb-friendly layouts for easier reading on small screens, improving mobile UX.
Refreshed the colour palette to communicate trust, clarity, and vitality.
Upgraded product renders and lifestyle imagery so the brand feels premium from the first impression.
Improvements
Perceived trust rating increased from 6.0 → 8.6
UI clarity rating improved from 59% → 85%
Users reached science/benefits sections 1.7× faster
“Feels premium” brand perception rose from 41% → 79%
Visual comprehension on mobile improved from 52% → 74%
Phase 5: CRO Enhancements, Mobile Flows & Subscription Optimisation
Most wellness shoppers browse — and buy — on mobile, which means every tap matters.
This phase focused on reducing friction, simplifying the path to purchase, and increasing high-value actions like bundles and subscriptions.
What UXphoria Did
Added sticky ATC sections and simplified mobile CTAs, making it easier for users to act without scrolling back up.
Rebuilt subscription flow with clear benefits and savings messaging — encouraging long-term commitments and contributing to AOV increase.
Introduced cross-sells and bundle logic to naturally increase AOV without overwhelming the user.
Streamlined cart and checkout flow, reducing unnecessary steps and improving clarity for first-time buyers.
Optimised load speed to minimise drop-offs and improve overall mobile performance.
Improvements
Mobile conversion rate increased from 2.1% → 2.8% (+33%)
Subscription adoption increased from 22% → 45%
AOV increased from $54 → $68 (+26%)
Checkout completion time reduced from 2.4min → 1.7min
Mobile bounce rate decreased from 49% → 35%
The Results
The redesigned experience gave MDRN Remedies a website that felt cleaner, faster, and far more trustworthy — exactly what modern wellness shoppers expect.
Launch Highlights
32% increase in mobile conversion rate
27% increase in AOV driven by bundles and improved PDP structure
45% increase in subscription adoption
Lower mobile bounce rate due to clearer above-the-fold storytelling
Faster comprehension of each product’s benefits and science
Stronger brand credibility across all pages
MDRN Remedies now has a website that supports growth instead of limiting it, reflecting the success of this ecommerce website redesign.
The Outcome
Today, MDRN Remedies has a digital experience that:
Feels modern, clean, and science-backed
Builds trust within the first scroll
Helps users choose the right product quickly
Drives more subscriptions and higher AOV
Scales easily as new products launch
The brand now feels aligned with premium wellness competitors — while staying simple and intuitive for everyday shoppers.
MDRN Remedies didn’t just get a redesign.
They gained a conversion-ready ecosystem built to fuel long-term growth, showcasing a successful website redesign case study.
Future Considerations
To continue scaling, MDRN Remedies can explore:
Personalised quiz funnels for product matching
Deeper science storytelling with animations
Community-driven reviews and UGC integration
First-time buyer onboarding flows
Mobile-optimised post-purchase journeys to reduce churn
Each enhancement builds stronger loyalty and higher lifetime value.
READY TO GIVE YOUR WEBSITE THE SAME 32% CONVERSION LIFT MDRN REMEDIES ACHIEVED?
Most brands try to solve conversion problems with more ads. But without fixing friction, even great traffic won’t convert.
You DON’T need another “nice-looking” redesign.
You NEED a partner who understands how people make decisions — the same behavioural clarity that helped MDRN INCREASE subscription adoption by 45% after a structured UX overhaul.
At UXphoria, we turn unclear ecommerce experiences into clean, confident journeys that customers trust from the first scroll.
If you’re ready to build a website that improves performance, increases buyer confidence, and supports long-term growth…
HIT THE BUTTON AND LET’S BUILD IT
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