REEBOK
How I improved conversions and the shopping experience for one of the world’s most iconic sportswear brands
Work process
Context
Reebok Mexico hired me through a Madrid-based agency to help improve their online shopping experience. The goal was clear: understand why users were abandoning their carts and make the buying process faster and easier.
Research and Analysis
I started with a full CRO and UX audit. I analyzed data from Google Analytics, heatmaps, and recorded sessions to identify friction points.
Many users were struggling on mobile, especially during checkout. Others left because navigation was confusing or feedback wasn’t clear enough.
I also benchmarked Reebok’s competitors like Nike, Adidas, and Puma to understand industry standards and expectations.
Key insights
• Checkout was too long and unclear
• Navigation caused drop-offs
• The mobile home page wasn’t optimized
• Users lacked trust and feedback during purchase
Process and Design Decisions
Based on the research, I redesigned product cards, improved visual hierarchy, and reorganized mobile navigation for clarity.
We also added customer reviews and better microcopy to increase trust and transparency.
Each change was validated through A/B tests using a value–effort matrix to prioritize ideas with the biggest impact.
Quick Wins
Add to Cart Button
The main call-to-action was getting lost in the visual hierarchy. I increased its size, used stronger contrast, and switched to uppercase to make it stand out on both desktop and mobile. This small change had a big impact on engagement and conversions.
1
Product Details
One of the biggest sources of returns came from sizing issues. I added the model’s height and clothing size directly in the product description to give users clearer expectations before buying.
3
Menu Categories
User recordings showed that people struggled to find what they wanted quickly. I reorganized the menu based on actual browsing and purchase behavior, helping users reach products with fewer clicks and reducing frustration.
2
Urgency and Social Proof
We added light behavioral nudges like “Only 2 left in stock” and real-time reviews. These micro-moments created a sense of urgency and trust that encouraged faster decision-making.
4
CRO implementation
To address the initial challenges facing the brand, we adopted a CRO methodology based on the scientific method. I started by analyzing data from January 1 to September 30, 2023, examining the site according to the different parts of the conversion funnel, from the beginning of the user's navigation to the completion of the purchase. I performed a quantitative and qualitative data analysis, evaluating the usability and accessibility of the site. With this information, I generated 5 improvement hypotheses that I prioritized using an effort and value matrix. Then, I performed A/B tests to iterate and adjust solutions. This approach allowed me to identify, test, and implement concrete improvements, ensuring measurable and meaningful results.
Quantitative & Qualitative Analysis
Since most traffic comes from mobile devices, but conversions are higher on desktop, we focused on improving mobile navigation, especially in the checkout process.
Mobile First
A study on e-commerce purchasing habits showed that the most important factor for users is the ease of use of the website and the purchasing process. We focus on simplifying the payment process so as not to require too much information.
Usability as the main preference
The analysis revealed that traffic was aligned with purchases across age groups. This led us to focus on attracting and retaining users from other age groups to increase our reach.
Traffic and purchases aligned
Although the volume of email traffic is low, its high conversion rate (1.8%) indicates great potential. We implement continuous communication mechanisms to increase the frequency and probability of purchase.
We identified that the product and outlet pages had the best bounce and conversion rates. Therefore, we direct our traffic sources primarily to these pages.
Landing from traffic sources
The traffic coming from Referral, Paid Social and Organic Social showed a better quality of sessions, being considered more qualified traffic. We recommend optimizing actions in these channels to improve results.
Capture more qualified traffic
Heuristic Analysis
Heuristic analysis was instrumental in identifying and correcting usability issues in the interface. We applied established usability principles to assess the website’s ease of use, uncovering areas for improvement in navigation, visual clarity, and user interaction. This analysis enabled us to optimize the design and ensure a more intuitive and efficient experience, aligned with user needs and expectations.
As for the main page, we adapted it for mobile devices by using responsive carousels, making navigation smooth and optimized. We improved the content of the cards on the homepage to ensure they look good and function correctly on any device, providing a consistent and attractive user experience.
02
I redesigned the product cards, adjusting their size to enhance visibility and prioritizing the typography for better readability and information organization. We adapted the cards for mobile devices to ensure a smooth and pleasant experience on any device
01
We implemented a section for reviews and comments on the website. This allows customers to share their experiences and opinions about the products, fostering an active community and providing valuable feedback that can help other users make informed purchasing decisions.
04
We implemented a section for reviews and comments on the website. This allows customers to share their experiences and opinions about the products, fostering an active community and providing valuable feedback that can help other users make informed purchasing decisions.
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Quick Wins
01
CTA Add to cart
Increase the size and capitalize the text of the "ADD TO CART" button to make it more prominent and better capture the user's attention.
02
Categories
Reposition categories on the menu to reflect users' purchasing priority.
03
Urgency Biases
Engage your audience with compelling, conversion-focused content.
04
Size and height of the model
Add the size and height of the model in the product description to reduce the possibility of returns due to size problems.
Quick wins are quick, low-cost improvements that can be implemented to achieve significant results in a short time. These adjustments are ideal for obtaining visible and positive results quickly, allowing you to move forward with continuous improvements while working on more complex projects.
Impact and Results
15%
15% increase in conversion rate
20%
Recovery of 20% of abandoned shopping carts
13%
13% increase in average order value
20%
20% increase in customer retention.
Backlog
A fundamental part was the creation and management of the backlog. This backlog is a spreadsheet where we evaluate each proposed experiment using the ICE (Impact, Confidence, Ease) methodology and adding the Reach factor. Each experiment receives a score on each of these criteria, allowing us to prioritize those that offer the most value with the least effort. This structured approach allows us to make data-driven decisions and focus on the most significant improvements.
Impact
We evaluate each experiment's potential to improve user experience and increase conversions.
Confidence
We measure how certain we are that the experiment will have the desired impact.
Ease
We consider the simplicity and effort required to implement the experiment.
Reach
We estimate the number of users who will be affected by the experiment.
Roadmap and Implementation
To carry out the experiments defined in the roadmap, we used the VWO (Visual Website Optimizer) tool. This platform allowed us to develop, implement and analyze A/B tests efficiently. The creation of the backlog and roadmap, together with the use of VWO, not only facilitated the organization and management of the project, but also allowed clear and effective communication with the entire team and stakeholders, ensuring that everyone was aligned with the objectives. and priorities.
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DESIGNER
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THINKING
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What I learned
This project reminded me that even small design changes can make a big difference when they’re backed by real data.
It also reinforced that great CRO is not only about numbers, but about empathy, understanding what frustrates people and making the journey effortless for them.
We implemented significant improvements to the checkout process, addressing a major source of user drop-off. The checkout is now a single page, simplifying and speeding up the shopping experience.
05
Backlog
A fundamental part was the creation and management of the backlog. This backlog is a spreadsheet where we evaluate each proposed experiment using the ICE (Impact, Confidence, Ease) methodology and adding the Reach factor. Each experiment receives a score on each of these criteria, allowing us to prioritize those that offer the most value with the least effort. This structured approach allows us to make data-driven decisions and focus on the most significant improvements.
Impacto (Impact)
Evaluamos el potencial de cada experimento para mejorar la experiencia del usuario y aumentar las conversiones.
Confianza (Confidence)
Medimos la certeza que tenemos de que el experimento tendrá el impacto deseado.
Facilidad (Ease)
Consideramos la simplicidad y el esfuerzo necesario para implementar el experimento.
Alcance (Reach)
Estimamos el número de usuarios que se verán afectados por el experimento.
Roadmap and Implementation
To carry out the experiments defined in the roadmap, we used the VWO (Visual Website Optimizer) tool. This platform allowed us to develop, implement and analyze A/B tests efficiently. The creation of the backlog and roadmap, together with the use of VWO, not only facilitated the organization and management of the project, but also allowed clear and effective communication with the entire team and stakeholders, ensuring that everyone was aligned with the objectives. and priorities.