Boosting “Add to Cart” Rate: A Mobile-First UI/UX Redesign
Client: A D2C (Direct-to-Consumer) skincare brand on Shopify.
Challenges We Faced
The client had high mobile traffic (80% of total traffic) but a very low conversion rate compared to desktop:
High Mobile Abandonment
90% of mobile users left the product page without adding an item to the cart.
Unreadable Content
Product descriptions were long “walls of text” that were hard to read on small screens.
Poor Touch Target Optimization
The “Add to Cart” button was small and placed below the fold, requiring scrolling.
Clunky Navigation
The mobile menu was confusing, and users couldn’t easily find product categories.
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Our Approach – How We Solved These Challenges
Comprehensive UX Audit
We used Microsoft Clarity heatmaps to visualize user behavior. We saw users scrolling past the CTA and getting stuck in the menu.
Mobile App UX Design Principles
We redesigned the mobile product page to feel like an app. We implemented a “sticky” Add to Cart button that stayed at the bottom of the screen.
SEO-Optimized Mobile Content
We reformatted the product descriptions into collapsible “accordion” tabs, making the page cleaner and easier to scan.
Navigation & Search Optimization
We simplified the “Hamburger Menu” to show only top-level categories and added a prominent search bar to the header.
Results
| Metric | Before | After | Growth |
|---|---|---|---|
| Mobile “Add to Cart” Rate | 3.5% | 9.2% | +162% |
| Mobile Conversion Rate | 0.8% | 2.4% | +200% |
| Average Session Duration (Mobile) | 1m 15s | 2m 45s | +120% |
Free Mobile UX Audit
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Advice for Marketers & Brand Owners
- Think “Thumb Zone.” Your most important buttons (like “Add to Cart”) must be easily reachable with a user’s thumb.
- Use Sticky CTAs. Don’t make mobile users scroll back up to buy. Keep the button visible at all times.
- Simplify content for mobile. Use accordions and bullet points to break up text. No one wants to read a novel on a phone.
Extra Factors That Made It Work
- The “sticky” CTA button was the single biggest driver of the increased Add to Cart rate.
- The simplified menu reduced “menu pogo-sticking” (users jumping in and out of categories).
- The Mobile Performance Tuning ensured the new design loaded instantly.
