Case Study: How a Website Redesign Increased a Client’s Conversion Rate by 65%
Some redesigns are about looking better. This one was about a specific, measurable problem: a home furnishings retailer with steady ad spend and healthy traffic, watching a shrinking share of that traffic ever turn into an actual sale. The fix wasn’t a new logo or a trendier font; it was a systematic audit of where visitors were dropping off, followed by changes built specifically to close those gaps.
The Challenge
The client, a mid-size home furnishings retailer selling both online and through a showroom, had a website that looked reasonably current but was quietly underperforming. The website was getting visitors both from people who searched for it and from people who saw ads. This had been happening for a year now. The number of visitors who actually bought something or asked for a quote was not going up. It was staying at 1.4 percent, which's lower than what is normal for this kind of website. Usually this kind of website gets 2.5 to 3 percent of visitors to buy something or ask for a quote.
Most of the visitors, 68 percent, were using their phones to look at the website. These visitors were not buying as much as people who used computers to look at the website. They were buying at less than half the rate of computer users.
The website also had a problem with people leaving the pages that listed products. Then 65 percent of the time, people were leaving these pages without doing anything else on the website. The company had a lot of visibility. It was losing customers between when they arrived and when they took action. No one on the team could say exactly where or why it was happening.
The Audit
Before we started designing, we looked at the process. We did a check to see how things were working. This included watching how people used the site, seeing where they clicked on the five popular pages, checking if the site worked well on mobile phones, and going through the checkout and quote request steps one by one. We found three problems right away. The main menu had the two popular product categories hidden deep inside; you had to click three times to find them. When people tried to buy something on their phone, they had to fill out 14 boxes before they could see that something was happening, and a lot of people stopped right there. The front page of the site had a rotating picture that pushed the important information down, below what you could see on most mobile phones.
These things did not go terribly wrong. They were little problems that added up, and when you put them all together, they were slowly taking away a lot of money from the business every day. The business was losing money because of these small issues. The business was losing revenue every day because of these little problems.
The Solution
The redesign instead focused on those specific friction points rather than starting from scratch. Navigation was changed to match how real customers actually search. It now puts the two popular categories right at the top menu instead of making people click three times to find them. So the first step was to cut the mobile checkout form from 14 fields to 6. A clear progress bar was added. The rest of the information is collected after the customer has already committed. The homepage hero was completely redesigned to start with the main value proposition and one simple call to action. The rotating banner was scrapped.
They redesigned product pages with more transparent pricing, trust signals (return policy, warranty info) above the fold, and improved page load speed by optimizing image sizes served at full resolution on every device.
Every change was tied to a specific finding from the audit; nothing was changed just because it looked dated.
The Results
|
Metric |
Before |
After |
Change |
|
Overall conversion rate |
1.4% |
2.3% |
+65% |
|
Mobile conversion rate |
0.9% |
1.8% |
+100% |
|
Bounce rate (category pages) |
66% |
41% |
−38% |
|
Average page load time (mobile) |
4.8s |
2.1s |
−56% |
|
Checkout abandonment |
71% |
52% |
−27% |
For context on what a redesign like this typically costs, see our 2026 redesign pricing by tier.
Why This Worked
The website redesign was successful because it was based on facts and information, not personal opinions. Every single change that was made was done to fix a problem that people were having, not just because someone thought the site needed to look more modern. The redesign of the website made a difference for the business; it was not just about making the website look better; it was about making the website work better for the business. The website redesign made the business behind the website better; that is what really matters when you redesign a website, like this website redesign.
Conclusion
This case is a useful reminder that redesigns pay for themselves fastest when they start with a real audit rather than a design brief. The businesses that get outsized returns aren’t necessarily the ones who spent the most; they’re the ones who fixed the specific things quietly costing them conversions every day.
If your site might be leaking conversions the same way, PostPal Solution can run a similar audit on yours. Visit our Web Design & Development service page to get started, or check current redesign pricing to see what a similar project might cost you.
Disclaimer: This case study presents generalized, illustrative results based on a comparable real engagement; individual results vary based on a site’s existing traffic, condition, and market. The figures shown are not a guarantee of similar outcomes for every project. For an honest assessment of what’s realistic for your specific site, please get in touch with PostPal Solution directly.
Frequently Asked Questions
How long did this redesign take from audit to launch?
Did the redesign affect the client’s SEO rankings?
Is a 65% conversion lift a realistic expectation for every redesign?
: What was the single change with the biggest impact?
Do I need a full redesign to see results like this, or can smaller changes help?
