Dormiwise: How a Conversion-Focused Redesign Increased Sales by 43%
A complete WordPress e-commerce website for a premium sleep brand based in Belgium, specializing in weighted blankets and stress-relief products.
The Challenge
Dormiwise’s previous website, while functional, was failing to meet key business objectives. The site suffered from a 72% bounce rate on mobile devices and a clunky, multi-page checkout process that led to a cart abandonment rate of over 80%. The brand’s premium, calming aesthetic was lost in a generic template, failing to build the trust necessary for customers to invest in a high-ticket wellness product.
The core challenge was two fold:
- Rebuild customer trust through a bespoke, premium design.
- Drastically simplify the path to purchase, especially on mobile, to recapture lost revenue.
The Strategy
Discovery & Analytics Audit:
We began with a deep-dive into their existing Google Analytics, identifying the critical drop-off points in the user journey. Heatmaps showed that users were not engaging with the product benefit sections, confirming our hypothesis that the value proposition was unclear.UX/UI Strategy:
Based on our findings, we wireframed a new user flow centered around a ‘single-page’ shopping experience. We prioritized trust-building elements like customer reviews, scientific backing, and clear shipping/return policies to be visible at all stages of the journey. The design language was developed to evoke calmness and quality, using a soft color palette and spacious typography.Technology Stack Selection:
We chose WooCommerce for its powerful customization capabilities, allowing us to build a completely bespoke checkout flow that wasn’t possible with a template-based solution like Shopify. For the multi-lingual requirement, we integrated WPML, ensuring a seamless experience for their expanding European market. Speed was paramount, so we built a custom theme from the ground up and implemented advanced caching and image optimization from day one.The Results
+43%
Increase in Conversion Rate
x3
Increase in Average Order Value
+79.74%
SEO traffic growth in 6 months
Client Feedback
“Harshad brought our vision to life with precision, with performance as a top priority. The site looks modern and premium, perfectly matches our brand, loads incredibly fast and converts better than ever. He handled development to deployment flawlessly, we highly recommend him for any e-commerce project.”
Ben Z.
Digital Marketer / Outsourcing
