01
The challenge
Oko Living wanted to improve conversion performance while maintaining its existing brand experience and product positioning.
The original landing page relied heavily on a listicle-style structure, creating opportunities to improve the hierarchy of information, product-benefit communication, and visibility of conversion elements.
The objective was to make the product easier to understand and the buying journey easier to follow, using testing rather than subjective design decisions.
02
What we changed
01. Landing Page Restructuring
Developed an alternative, product-focused experience designed around the customer’s decision-making journey.
02. Clearer Product Communication
Prioritized the value proposition, product benefits, supporting proof, offer, and CTA to create a more logical flow.
03. UX/UI Optimization
Improved visual hierarchy, content prioritization, spacing, CTA visibility, and mobile usability to reduce friction throughout the experience.
04. Landing Page A/B Test
Compared the redesigned page against the existing listicle-style experience to evaluate how the different structures influenced conversion behavior.
05. Offer Experimentation
Tested alternative offer presentations to understand how the offer influenced customer response and identify opportunities for further optimization.
03
The transformation
The new page structure followed a more focused customer journey:
Value Proposition → Benefits → Product Story → Supporting Proof → Offer → CTA
Instead of relying on a single redesign, we used experimentation to evaluate alternative page structures and offer presentations.
04
The results
Two experiments ran against the original experience: a product-focused page structure versus the listicle-style page, and alternative offer presentations. Both variants showed early improvements in conversion rate. The tests are being confirmed in the testing platform before final figures are published.
05
The takeaway
Effective e-commerce CRO is not just about redesigning a page. It combines customer-focused UX/UI, clear product communication, and structured experimentation.
The Oko Living project used A/B testing to evaluate changes to page structure and offer presentation, creating a repeatable framework for continued optimization.