Concept project
Kinetic Sportswear
An e-commerce and growth concept for a performance apparel brand with high traffic and weak conversion.
- Industry
- Apparel & e-commerce
- Services
- E-commerce, CRO, performance marketing
- Focus
- Store experience and growth system concept
Challenge
Traffic was never the problem. Product pages answered none of the questions that decide a purchase.
Approach
We mapped purchase objections, restructured product pages around them and built a testing programme instead of a redesign.
Creative direction
Motion-led product storytelling, a functional sizing system and honest, unretouched detail photography.
Execution
Store architecture, product page system, experiment backlog, consent-aware analytics and a paid media feedback loop.
Results
Intended measures: add-to-cart rate, checkout completion and return rate reduction through better sizing information.
This is a concept project. No client performance data is presented — the section below describes intended outcomes and how they would be measured.
Key takeaways
Conversion work is research work. The design change is the last step, not the first.