Redesigning a B2B & B2C e-commerce webshop to optimise conversion
Gloeilamp Goedkoop is a successful webshop selling lamps and light sources to customers across Europe. As market leader in the Dutch lightbulb industry with ambitions to grow further, they brought in TIG to redesign and improve a handful of key elements and flows to optimise conversion.
Industry
Client
Gloeilamp Goedkoop
Timeline
4 months
Jan 2022 -
May 2022
Collaboration
CRO
Development
Management
Role
UX / UI Designer
We focused on four moments in the purchase journey where small friction adds up: adding an item to cart, the mini-cart, the full shopping cart, and checkout.
Added a clear checkmark confirmation so it's obvious the item landed in the cart, and split the actions into a secondary "keep shopping" button and a primary "checkout" button, so the next step is never ambiguous.
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After
Broke the cost summary into clear line items (removal fee, subtotal, shipping) and gave users two explicit paths forward, view cart or go straight to checkout, plus a free-shipping progress bar to encourage a bigger basket. Also improved accessibility by making sure the content is accessible at all times (instead of being hidden out of viewport).
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After
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After
Replaced the plain quantity field and text-link removal with proper +/- steppers and icon-based actions, and tightened the order summary into its own card, easier to scan, easier to adjust without leaving the page.
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After
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After
Introduced a two-step progress indicator (delivery, then overview & payment) and reorganised the form so customer type and contact fields are grouped logically, giving users a sense of how much is left instead of one long unbroken form.
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