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8.4s load time
On mobile. Every second over 3s costs roughly 7% in conversions.
E-Commerce · Web Design · UX
Bella Moda —
Bella Moda —
+340% Conversions
in 90 Days
How we rebuilt a struggling fashion e-commerce store from the ground up and transformed it into a conversion machine.
+340%Conversion rate
−45%Cart abandonment
2.1sPage load
+180%Mobile revenue
IndustryFashion Retail
ServicesWeb Design, UX, WooCommerce
Timeline12 weeks
PlatformWordPress / WooCommerce
The Challenge
Bella Moda had a loyal customer base and a strong product range — but their website was letting them down badly. Built in 2018 and never properly updated, the store was slow, confusing to navigate and essentially unusable on mobile. Traffic was there. Conversions weren't.
"We were getting 8,000 visitors a month but converting less than 0.4% of them. We knew something was wrong but didn't know where to start." — Chiara Morelli, Founder
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Broken on mobile
65% of traffic was mobile but the site wasn't responsive. Images wouldn't load.
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7-step checkout
With mandatory account creation. Customers were abandoning at step 3.
Our Approach
We started with a full UX audit — heatmaps, session recordings and interviews with 12 real customers. The data told a clear story: people wanted to buy but the website made it too hard. Our redesign focused on three things: speed, clarity and trust.
We migrated to a faster host, implemented image compression and lazy loading, removed 14 redundant plugins and achieved a 98/100 PageSpeed score on desktop. Checkout went from 7 steps to 3. We added guest checkout as default, Apple Pay and Google Pay, and an AI recommendation engine powered by Claude that shows relevant products based on browsing behaviour.
The Results
Within 30 days of launch, conversions had already doubled. By the 90-day mark, Bella Moda had achieved a 340% increase in conversion rate — from 0.4% to 1.76%. Cart abandonment fell from 82% to 37%. Mobile revenue grew by 180%.
"The ROI was almost immediate. We made back the investment in 6 weeks. Now the website is our best salesperson." — Chiara Morelli, Founder