Increasing product sales 12% by enhancing product discovery

Lab technician holding test vials, representing healthcare diagnostics.

Overview

United Ad Label, a healthcare labels provider, faced slowing sales in a $1.3 million product line due to poor product discoverability. To address this, we redesigned the homepage and top-level category pages, moving the search bar to a more prominent location for easier navigation. Additionally, we introduced a featured section dedicated to the struggling product line, ensuring greater visibility. These improvements led to a 12% increase in sales for the targeted product line.

Challenge

The homepage’s visually overwhelming hero section diverted attention from the product categories.

Original website navigation with unclear labels and an overwhelming hero section, making product discovery difficult.

Before: User were experiencing choice overload when visiting the homepage.

Redesigned hero section with clear headline and call-to-action to improve user focus.

After: Streamlined hero section provides distinct pathways for users to shop.

Approach

1. Research & Pain Point Analysis

To quickly assess the most critical usability challenges, we leveraged stakeholder insights, design evaluations, and behavioral analytics. Our goal was to identify friction points efficiently and implement improvements on a short timeline.

  • Conducted stakeholder interviews and workshops to gather insights from internal teams on purchasing behaviors and user frustrations.

  • Performed a design review, identifying usability issues in navigation, search, and checkout flows.

  • Analyzed heat maps and site analytics to uncover drop-off points, confirming that the visually overwhelming hero section and ineffective search results were major pain points.

2. Navigation, Search & Homepage Optimization

Based on our findings, we focused on improving product discoverability by refining the homepage layout, and category structure. These updates helped users find relevant products faster while ensuring better visibility for key offerings.

  • Redesigned the homepage to reduce visual clutter, ensuring key product categories were easily discovered.

  • Centered the search bar to emphasize its role as a primary user action.

  • Implemented a clearer category structure to streamline product browsing and improve findability.

Outcome

Our strategic homepage, search, and checkout optimizations resulted in a significantly improved user experience and measurable business impact.

  • Product discoverability improved, with users engaging more frequently with the previously underperforming $1.3 million product line.

  • Sales for the targeted product line increased by 12%, demonstrating the effectiveness of enhanced navigation and search functionality.

Redesigned homepage with streamlined layout, clear product sections, and intuitive navigation.

Redesigned homepage working within the e-commerce platform’s limitations.

Key Takeaways

  • Fast research, big impact – Even with a limited budget and tight timeline, leveraging stakeholder interviews, analytics, and design reviews provided valuable insights that informed high-impact UX improvements.

  • Prioritizing product visibility improves engagement – Reducing visual clutter on the homepage and creating a dedicated feature section helped underperforming products gain more traction.

  • Optimized search improves discoverability – Placing the search bar in a more prominent location ensured users found what they needed faster.