Lumina Tech Retail · 2024
A mobile-first rebuild that lifted conversion by 145%
A complete digital transformation resulting in a 145% increase in mobile conversion rates.
- Mobile conversion rate
- +145%
- Average page load time
- 40% faster
- Organic revenue, year on year
- +61%
Where it started
Lumina's legacy platform suffered from high cart abandonment on mobile and an outdated visual language that did not match their premium product line. Three quarters of sessions were mobile. Less than a fifth of revenue was.
What we did about it
- 1
Diagnose before redesigning
Session replay, funnel instrumentation and eleven moderated usability sessions established where the money was actually leaking. Two thirds of abandonment traced to a four-step checkout and an unindexed product filter.
- 2
Rebuild the critical path
We collapsed checkout to a single scrollable step with a persistent order summary, moved the storefront to a server-rendered stack, and set a hard performance budget on every template touching the purchase path.
- 3
Re-dress, then re-launch
The new visual language raised product photography to the level of the products themselves, with generous whitespace, editorial typography and restrained motion. It rolled out behind a feature flag with a 20% holdout for four weeks.
What changed
Achieved within the first quarter post-launch, alongside a 40% reduction in average page load time and a measurable lift in branded search volume.
- Mobile conversion rate
- +145%
- Average page load time
- 40% faster
- Organic revenue, year on year
- +61%
“Partnering with Brands & Comms transformed how we connect with our audience. Their blend of analytical rigour and creative brilliance delivered results that far exceeded our targets.”
Sarah JenkinsCMO, Lumina Tech Retail
