Miraflores
Organic Cosmetics Store
Redesigning the e‑commerce experience
Miraflores is a truly unique team that has been developing and producing natural cosmetics and personal care products since 2007. They have their own production of plant-based cosmetic ingredients, including meristematic extracts, macerates, and hydrosols.
They gather and produce most of the raw materials from available plants themselves to ensure their quality. For the raw materials they cannot harvest on their own, they purchase from herbalists with whom they have had a personal relationship for many years.
In just five months, I completely overhauled Miraflores's e-commerce platform from the ground up, utilizing Webflow, My Warehouse, and Tuvis. The outcomes? A 16% boost in Conversion Rate (CVR), a 12% rise in product views, a 3% increase in the Add to Cart Rate (ACR), and a modest uptick in Average Order Value (AOV), as demonstrated by the results of a two-week A/B test comparing the old and new versions.
Old version
New version
Miraflores already had an established brand book that had been revised multiple times, and the team had no desire or energy to redo it again. Therefore, I worked with all the existing components, patterns, colors, and so on, which presented a kind of challenge.
Enhancing user experience goes beyond just sleek design and vibrant colors, though I excel at those. It hinges on multiple factors like performance, reliability, and minimizing crashes, all of which influence conversion rates (CVR). To achieve this, I implemented Sentry, targeting a 96% crash-free session rate to ensure robust monitoring and swift issue resolution.
Typically, I strive for a 99% crash-free rate across projects. However, in this instance, we adjusted to 96% due to Google Tag Manager (GTM) injecting scripts that generate numerous errors and our choice to log all 404 errors to track users attempting to access discontinued product pages. Despite these challenges, a 96% crash-free rate remains impressive.
Another crucial factor is clarity. Unlike many other experts, I believe that having numerous buttons, links, and pop-up modals that appear sporadically can be counterproductive. Instead, I advocate for clearer, simpler navigation that minimizes distractions and focuses on what truly matters, a belief supported by the metrics presented above.
As a result, I streamlined both navigation and content to their essentials, eliminating unnecessary complexity and reducing the number of entry points to the shop from eight to just two.
