CRO For Fashion Brand – Increased Conversion Rate by Over 53%

Couture candy

Brand: Couture Candy

Couture Candy is a leading online retailer specializing in women’s occasion wear. Known for high-end designer apparel at competitive prices, Couture Candy has delighted fashion-savvy and value-conscious consumers for over 15 years.


While we were analyzing Couture Candy’s website, we identified several areas for optimization to improve user experience and increase conversion rates. Here are the challenges that we encountered.

  • The website’s menu was overwhelming, making it difficult for visitors to find specific dresses.
  • Product descriptions lacked details, leading to hesitation before purchase.
  • The checkout process had too many steps, causing cart abandonment.
  • The confusing website layout and lack of mobile responsiveness hindered user experience.


Taking advantage of our expertise in conversion rate optimization (CRO), we came up with a multifaceted strategy to tackle these challenges and enhance Couture Candy’s website performance. Here’s how we did it:

Navigation Optimization

We streamlined the website menu to enhance user-friendliness and improve navigation through popular categories. Key actions included:

  • Heatmap Analysis and GSC Data: Using heatmap analysis and Google Search Console Data, we identified dead clicks and high-traffic areas, reorganizing categories accordingly.
  • Submenus Creation: For popular categories like prom dresses, we introduced submenus categorized by style, color, and designer. This allows users to find specific dresses more easily.

Product Page UX Enhancements

To improve the user experience and conversion rates on product pages, we conducted a CRO audit and implemented several key elements:

  • Detailed Product Descriptions: Added value propositions to product descriptions, highlighting key features and benefits.
  • Visual Icons: We improved the icons’ size, color, and wishlist options, making the product pages more visually appealing.

Checkout Process Optimization

We simplified the checkout process to reduce cart abandonment by:

  • BNPL Options: Added Buy Now, Pay Later (BNPL) payment options with installment amounts displayed on the cart page.
  • Product Reviews: Included product reviews on the cart page to reduce doubts about the purchase.
  • Value Propositions: Highlighted key features such as multiple payment options, free shipping, easy returns, and price match badges on the checkout page to encourage users.

Mobile Navigation Optimization

We improved mobile navigation to boost engagement and page views:

  • Main Categories in Navigation Link Bar: Added main categories to the mobile navigation link bar, increasing visibility and clicks for top categories.
  • Prominent Search Bar: We increased the size of the search bar on mobile devices, making it easier for users to find products.
  • Swipe Feature for Categories: Implemented a swipe feature for popular and seasonal categories, driving more traffic to high-conversion sections.

Visual Display for Colors

To enhance the shopping experience, we made color selection more intuitive:

  • Visual Color Display: Implemented a visual display for color options instead of text-only descriptions.
  • Shop by Color: Added a color palette on the homepage to help users easily find products in their preferred colors.
  • Swipe Feature for Categories: Implemented a swipe feature for popular and seasonal categories, driving more traffic to high-conversion sections.

Filter Options for Women’s Wear

We added multiple filters to collection pages, making it easier for customers to find exactly what they need:

  • Advanced Filtering: By allowing users to filter by size, color, style, and more, we reduced frustration and increased the likelihood of completing purchases.


Our comprehensive optimization efforts led to significant improvements.

+53% Improvement in Overall Conversion Rate

The collective efforts resulted in a substantial boost in conversion rates, indicating enhanced usability and a better user experience across the website.

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