01
Homepage structure
The homepage was rebuilt to move a visitor through the store instead of leaving them to work it out.
- Hero section
- Trust bar
- Brand discovery
- Featured products
- New arrivals
Case study 01 — Shopify ecommerce
Table TennisUSA
A Shopify store selling professional table tennis equipment — blades, rubbers and accessories from global brands. I handled the UX restructuring, theme customisation and conversion work. Conversion rate went from 0.72% to 1.26% in the first full month after launch, and to 1.56% the month after that.
Open the live store
The work is live — judge it there
Project overview
A big catalogue that was hard to shop.
TableTennisStore.us sells professional table tennis equipment — blades, rubbers and accessories from global brands — to players across the United States and beyond.
The store needed structural improvements to make navigation clearer, improve trust signals and increase product discovery, while keeping the Shopify architecture scalable. It was not a business that needed a prettier website. It was a business losing orders inside its own catalogue.
01
The problem
Nine things standingbetween a visitorand an order.
Everything below was documented before any design work started. The list is what the project was scoped against.
01Homepage lacked a clear conversion-focused layout
02Product discovery was limited for brand-loyal players
03Trust signals were weak on key pages
04Product pages had layout inconsistencies
05Variant selection for equipment was unclear
06Navigation breadcrumbs were incorrect
07Video content redirected users away from the store
08Email exposure created spam risk
09SEO heading structure needed correction
The goal was to turn the store into a structured, high-trust shopping experience while keeping the Shopify setup scalable and maintainable — so the client could keep running it without me.
02
The solution
What actuallychanged.
Three areas of work. Each addresses specific items on the problem list rather than a general sense that things could look better.
02
Trust signals
A trust section was placed early on the homepage, where hesitation actually happens, rather than buried in a policy page.
- Authentic global table tennis brands
- Professional quality equipment
- Secure checkout
- Trusted by players
03
Product page improvements
Equipment pages were reworked around the moment of decision — comparing specifications, then committing.
- Clearer layout and spacing
- Improved product image presentation
- Trust messaging under the product price
- Improved quantity selector and purchase area
The homepage, in sequence
Five sections, in the order a visitor needs them.
01
Hero
What the store is, in one screen.
02
Trust bar
Four reasons to believe it, before any product.
03
Brand discovery
Butterfly, GEWO, Stiga, Victas — players shop by brand.
04
Featured products
Proof the catalogue is deep and current.
05
New arrivals
A reason for returning customers to look again.
Each section answers the question the previous one raises. A visitor who lands cold learns what the store is, why to trust it, which brands it carries, what it sells, and what is new — without having to search for any of it.
My role
Design and implementation, both.
I was not handing files to a developer. The design decisions and the code that shipped them were the same job.
- UX design improvements
- Shopify theme customisation
- Homepage restructuring
- Product page optimisation
- Conversion rate optimisation
- SEO structural fixes
- Custom feature implementation
03
Proof
The numbers,all four months.
Two months before the redesign and two months after it, as recorded in the store’s analytics. The full picture, including the part that is less flattering.
Conversion rate roughly doubled across the launch: 0.72% in December to 1.26% in January, the first full month on the new store, then 1.56% in February. Before the redesign the same metric had moved only from 0.66% to 0.72%.
+75%
Conversion rate, December to January — the first full month after launch
+117%
Conversion rate, December to February
−44%
Visitors over the same period, December to January
−2.5%
Orders over that period — 686 to 669
Traffic fell. Orders did not.
Visitors — December vs January
Orders — December vs January
Two separate measures, each on its own scale. Bars are proportional within each chart; the figures above them are the recorded values.
All four months, in full
| Period | Phase | Visitors | Conversion rate | Orders |
|---|---|---|---|---|
| Nov 1–30 | Before | 39.4k | 0.66% | — |
| Dec 1–30 | Before | 36.8k | 0.72% | 686 |
| Jan 1–30 | After | 20.5k | 1.26% | 669 |
| Feb 1–28 | After | 16.8k | 1.56% | — |
Nearly the same orders, from 44% fewer visitors.
Two things are true in these figures and both belong here. Conversion rate roughly doubled after the redesign. Traffic also fell over the same period — 36.8k visitors in December to 20.5k in January.
Which is why orders are the number worth looking at: 686 in December, 669 in January. Almost the same number of orders from 44% fewer visitors. The store was converting the traffic it had far more efficiently than before.
Conversion rate on its own does not isolate every contributing factor — traffic mix and seasonality move month to month, and a smaller, higher-intent audience converts better by definition. Visitors, conversion rate and orders are each reported here as the store’s analytics recorded them. What four consecutive months show consistently is direction: 0.66% to 0.72% before the redesign, 1.26% to 1.56% after it. No revenue figure is claimed.
What this means
The redesign did not just change how the site looks.
It changed how people understand the store, how much they trust the brand, how quickly they find a product, and how easily they finish buying it. Those four things are what a conversion rate is measuring.
By improving structure, trust and the purchase flow, the store became measurably better at turning visitors into customers — and it stayed a Shopify store the client can run and extend themselves.
Next project — 02
GEWO USA
Contact
Want this run on your store?
Send the URL and your current conversion rate. I will tell you where I think the orders are leaking before you pay me anything.