Re-designing eCommerce flows for higher conversions

Brass Bee, an established eCommerce brand, was limited by their infrastructure, restricting enhancements to the user journey and checkout experience. In just 4 weeks we audited, redesigned and extended their platform, creating a scalable solution that made shopping effortless, increased their revenue and boosted customer satisfaction. The project exceeded expectations, driving a 43% increase in revenue, higher conversion rates and positive customer feedback.
Author Image
Kate
Author Image
Ryan
Author Image
Sam
Author Image
Yasar
ClientBrass Bee
IndustryEcommerce
Timeline6 weeks
ProductBespoke system
43%
revenue growth
12%
increase in conversion rate
21%
increase in orders
19%
increase in average order value

The brief

The client needed to overcome limitations of their existing Shopify theme, which blocked them from improving the navigation, checkout flow and overall user experience.

We were tasked with:

  • Auditing the website using analytics, heat maps and screen recordings
  • Reshaping the user journey to remove friction and confusion
  • Extending the Shopify theme to allow scalability and future enhancements
  • Engineering all changes within the platform without disrupting current operations
  • Supporting marketing automation and brand identity to deliver personalised content

The challenge

Turning a constrained theme into a high performing eCommerce platform

The client’s website had significant friction points that caused users to drop off before completing purchases. Customers struggled with the navigation, confusing checkout flows and unclear paths to products. Any changes were previously constrained by the Shopify theme, creating bottlenecks and limiting growth.


The challenge was to make the platform intuitive, reduce drop offs and increase conversions, while working within the existing Shopify ecosystem. Every design and technical choice had to support scalability and allow the client to extend functionality in the future.

The solution

From friction to flow: A high converting ecommerce platform, allowing the client to iterate fast

We didn’t just tweak a Shopify theme, we revolutionised the client’s entire online experience. Over four weeks, we transformed a constrained, confusing website into a sleek, intuitive platform that makes shopping effortless. Using data from over 100+ screen recordings, heat maps and analytics, we pinpointed every drop off and friction point, then reimagined the navigation, product discovery and checkout flows for maximum conversions.


The solution included:

  • Data driven redesign: insights from analytics, heat maps and screen recordings guided every change
  • Seamless user journey: intuitive navigation and checkout flow for effortless purchasing
  • Extended Shopify functionality: scalable theme enhancements to enable future growth
  • Marketing automation: personalised content delivered to every customer
  • Ongoing optimisation potential: engineered for continuous improvements and feature expansion


The result? Revenue soared by 43% in just three months, conversion rates jumped by 12%, average order value increased by 19% and customer feedback was overwhelmingly positive. The client was so thrilled they immediately committed to ongoing development with us, ensuring continuous optimisation and growth.

"Motion 12 has successfully identified our user blocks on the website and made the necessary changes to improve the checkout flow. As a result, we have seen a 20%+ increase in conversions. The team delivers on time, and their attention to detail and seamless process have stood out."
Cameron Brown
Cameron BrownOPERATIONS & BUSINESS DEVELOPMENT MANAGER
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