A global consumer goods brand more than doubled its conversion rate

The Challenge

One of their website was doing worse than the others, which was clear sign something in the shopping journey wasn’t working. Shoppers were browsing and adding products to their cart with real intent, but very few were making it all the way to checkout. The team knew people were dropping off somewhere between adding a product and paying for it, but without visibility into the journey, they couldn’t pinpoint where or why.

The Solution

Using Air360’s Funnels, the team mapped the path from product page to purchase and found the two weakest points: the add-to-cart step and the cart-to-checkout step. Zoning Analysis showed which parts of those pages shoppers were actually engaging with, separating what was helping from what was just noise. From there, they rewrote the underperforming content and simplified the checkout steps that followed, instead of guessing at a full redesign.

The Results

Within three months, the site’s conversion rate rose +114%, turning one of the weakest-performing website into one of its best. That came from a +100% increase in the add-to-cart rate paired with a +5% lift in the share of shoppers who completed a purchase after adding to cart. The fix was knowing exactly which two steps in the funnel to focus on.

What made the difference

The decisive move was narrowing the problem before spending anything on it. The site was underperforming its siblings, which is the kind of finding that usually triggers a redesign proposal. Instead the team built the funnel from product page to purchase and let it name the two steps that were actually costing money - add-to-cart, and cart-to-checkout. Everything else on the site stayed as it was.

Zoning did the second half of the work. Knowing that shoppers abandon at add-to-cart tells you the step is failing; it does not tell you whether the button is invisible, the price is unclear or the delivery promise is missing. Seeing which parts of the page held attention separated the content that was doing a job from the content that was only taking up space, which is what made rewriting it a targeted edit rather than a guess.

The +114% conversion lift inside three months came from a +100% rise in add-to-cart paired with a +5% lift in checkout completion after adding. The second number is small on its own. Multiplied by the first, it turned the weakest site in the group into one of the strongest.