How does Naturaily approach UX and conversion optimization for e-commerce stores?

We're a web dev agency that builds headless and composable websites. We also do a lot of e-commerce work, and one thing that still surprises us is how often conversion optimization gets treated as a design exercise. "The site looks dated, let's redesign it." That's usually the wrong starting point.

Start with data, not opinions.

Every e-commerce UX project we take on begins with measurable problems. Funnel analysis, cart abandonment rates, session recordings, device-specific behavior. Where exactly do people leave? Which pages have high traffic but low progression to the next step? Is the drop-off happening on product pages, in the cart, or at checkout?

Beuta is a good example. They came to us looking for real growth, not just a visual refresh. We focused on UX improvements that specifically targeted conversion barriers: how products were presented, how bulk purchases worked (important for their B2B buyers), and how easy it was to get from product discovery to checkout. The result was a 22% increase in average order value. No additional traffic and new marketing spend, just fewer barriers between "I want this" and "I bought this."

Product discovery is a conversion lever most stores ignore.

Carnium Botanicals has an extensive health supplement catalog across 12 European stores. The core UX problem wasn't the product pages themselves. It was finding the right product in the first place.

We built a mega menu that organized the full catalog into visual, browsable categories. Key promotions and product lines became accessible in one click instead of requiring customers to dig through nested pages. On top of that, we introduced bundles (grouped products at a discount) and subscription options for repeat purchases.

Three different conversion levers in one project: discovery (mega menu), average order value (bundles), and lifetime value (subscriptions). Each addresses a different stage of the buying journey, and each is measurable independently.

Mobile is where most stores leak revenue.

This is consistently true across every e-commerce project we touch. Desktop conversion rates are almost always higher than mobile, even when mobile accounts for the majority of traffic. The gap usually comes from small, compounding friction: slow image loads, buttons that are hard to tap, checkout forms built for a keyboard, menus that hide the product catalog behind three taps.

Nanobébé is where we saw this most clearly. Their Shopify Liquid storefront was functional but slow, especially on mobile. We rebuilt the frontend on Next.js (headless, with Shopify as the commerce engine), and Total Blocking Time dropped 80%. Pages that used to feel sluggish became instantly responsive to taps and scrolls. We also implemented a clean pre-order system for their Aura product launch. On mobile, where patience is lowest, a smooth pre-order UX made a real difference in capturing early demand.

Checkout: the most valuable page nobody wants to work on.

Companies invest months in homepage or category page redesigns while their checkout flow has unnecessary form fields, unclear shipping costs, and confusing payment options.

Bronson Labs, after migrating from Magento to Shopify, got a streamlined checkout with multiple payment gateways, product recommendations at the final step, and tight integration with Klaviyo for cross-sell and upsell. Their overall operational efficiency improved 90%, but the conversion impact came from one thing: removing friction at the moment of purchase. Fewer clicks, clearer information, faster loading.

Post-purchase is part of the UX too.

Something we've been paying more attention to in recent projects is what happens after someone buys. Subscription management for Nanobébé, loyalty and repeat purchase flows for Carnium Botanicals, internationalized post-purchase experiences through GlobalE for Bronson Labs. For established stores, retention UX is often where the biggest revenue opportunity sits.

Why architecture determines your optimization ceiling.

You can identify every conversion problem on your store. But if your platform is rigid, fixing them requires a dev sprint for each change.

Want to A/B test two different product page layouts? On a monolithic theme, that's a project. On a headless frontend with component-based architecture, your marketing team can create variants and test directly. Capitalise (not e-commerce, but the principle is identical) got A/B testing built into their headless Next.js platform specifically so experimentation didn't require developer involvement.

The stores that improve fastest are the ones where the team can ship a UX change on Monday, measure it by Friday, and iterate the following week. Architecture either enables that loop or kills it.

Where to start if you're reading this and want quick wins.

Pull your checkout funnel data, split by device. Find the step with the biggest drop-off. Fix that one thing. You'll likely see measurable revenue improvement within weeks, long before a full redesign would even be scoped.

Happy to answer questions if anyone's working on this.