E-Commerce Redesign

The Challenge

A mid-sized UK retail brand had an aging Magento 1 storefront with a 3.2-second average load time, a fragmented mobile experience, and a checkout flow that was losing 70% of users before purchase. Organic search rankings had slipped as Core Web Vitals scores tanked. A new season launch was 5 months away.

Our Approach

We rebuilt the storefront in Next.js with a headless commerce architecture, connecting to the existing ERP via a custom API layer so no back-end systems needed to change. itenx's design team conducted user research and rebuilt the information architecture from scratch, reducing checkout to three steps. Server-side rendering and aggressive image optimization brought performance into the green. A/B testing infrastructure was wired in from day one.

Results

• Conversion rate increased from 1.4% to 3.1% within 60 days of launch
• Average page load time dropped from 3.2s to 0.9s
• Mobile revenue share grew from 31% to 58% over six months
• Organic search impressions up 120% within 90 days of relaunch
• Cart abandonment rate fell from 71% to 44%

Technologies Used