Work · UX & CRO Study

Wellness Hardware Brand

Trading spec sheets for reasons to buy.

A premium wellness-hardware brand had a spec-heavy site that overwhelmed shoppers and buried the reasons to buy. A calmer, benefit-led path to purchase.

DisciplineCRO · Content Strategy
FocusBenefit-Led Revamp
OutcomePhased replatform roadmap

Anonymized client work. Details changed to protect confidentiality.

Context

A premium wellness-hardware brand had a spec-heavy site that overwhelmed shoppers and buried the reasons to buy.

Goal

Shift the experience from features and specifications toward benefit-led storytelling and a calmer path to purchase, and plan a replatform.

Approach

  • UX review of the full purchase journey.
  • Analysis of customer language and where shoppers went looking for proof.

What I Found

  • The site led with technical specs rather than the benefit and experience.
  • Shoppers left the site to find reviews because product pages did not give enough detail.
  • Little narrative connected the product to a healthier lifestyle, and authority cues were weak.

Recommendations

  1. Lead with benefits. Simplify content to focus on benefits over specs.
  2. Make it scannable. Structure information so it is clear and easy to scan.
  3. Project authority. Add testimonials and credentials, and follow a phased replatforming roadmap.

Like this kind of work?

Get in touch See other work →