Summary: Education‑first PDP redesign, cart drawer implementation, and homepage social proof to lift conversion in a competitive US launch.

Outcomes (increase):

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Conversion Rate

30 Day - ↑ 19%

60 Day - ↑ 113%

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Add to Cart:

30 Day - ↑ 26%

60 Day - ↑ 234%

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Reached Checkout

30 Day - ↑ 19%

60 Day - ↑ 198%

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Completed Checkout

30 Day - ↑ 39%

60 Day - ↑ 226%

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• Confidence: HIGH
• Services: CRO Audit, High-Converting Design, Implementation & Dev
• Timeline: ~3 months from contract to launch
• Stack: Figma, Shopify, GA4, Hotjar

Client & Context

Annabella is a 7-figure femtech brand and breast‑pump manufacturer with a patented pump that simulates a baby's tongue. After succeeding internationally, the company entered the US market via DTC site, Amazon, and socials but faced stiff competition and low brand awareness.

US baseline at kickoff: sitewide conversion rate of just 0.48% (≈97 pumps/month). US shoppers needed better education to understand Annabella's unique technology and premium positioning.

Challenge & Goals

Challenges

• Category competition & price anchoring: US buyers compare to lower‑priced pumps; education burden is high.
• Education gaps on PDP: Basic images didn’t explain the technology or value; gallery highly engaged but under‑utilized.
• Trust & proof gaps: Sparse US‑market reviews; minimal social proof on Home/PDP; warranty/financing cues not prominent.
• Friction in purchase flow: No cart drawer; multiple page loads on mobile; unclear sizing; weak support/self‑serve links.