Website Overhaul For a Tech Ecommerce Client
This case study dives into how I helped a handheld tracker company reimagine their digital presence—enhancing performance, simplifying navigation, and driving conversions. By blending data-driven insights with a focus on user experience, we created a website that not only reflects the brand’s values but also delivers results.
Date
July 2024
UX
Website Overhaul
Conversion Rate Increase
+5%
Subscription Rate Increase
+25%
The client's mission is clear: to help people stay connected to what matters most. From GPS trackers for vehicles to pet safety solutions, their innovative products deliver peace of mind. Although their website was already user friendly and intuitive to use, the site needed a transformation to match the quality and reliability of their offerings.
This case study dives into how I helped reimagine their digital presence—enhancing performance, simplifying navigation, and driving conversions by blending data-driven insights with a focus on user experience.
The Challenge
The website needed to match the precision and innovation of its products. The homepage didn’t spotlight key offerings, navigation made exploration less intuitive, and product pages lacked the depth and visual appeal to inspire confidence. Accessories and subscription plans—core to the brand’s value—weren’t highlighted effectively, and the overall user journey fell short of delivering a seamless, engaging experience.
Section 01
Highest ROI Opportunities
Data blurred as per client request.
Homepage
The homepage serves as the gateway to the Tracking experience, welcoming most users as their starting point to explore and engage with the site.
Product Pages
Product pages, particularly for the GPS Tracker and its accessories, attract significant attention—driven by targeted marketing, search visibility, and direct referrals—highlighting strong interest in the client's core offerings.
Support Center
The Support Center emerges as a vital touchpoint, reflecting users’ need for clear, accessible resources that enhance their confidence and ensure a seamless experience.
Top-performing
Landing Pages
Data blurred as per client request.
Key Insights
Refine the Homepage
Restructure the homepage to create a visually engaging landing page that highlights key products and drives users towards important areas of the site.
Enhance Product Pages
Add high-quality images, reviews, and clear CTAs as well as considering the user buying journey to drive conversions.
Optimise Navigation
Continuously refine the navigation to ensure effortless exploration, improving product visibility and streamlining the user journey for a seamless browsing experience.
Promote Accessories
Use recommendations within product pages and bundles to increase order value.
Emphasise Subscriptions
Highlight subscription benefits and use price anchoring to boost mid-tier plan appeal.
Section 02
Sarah, a 34-year-old IT Project Manager with a Master's in Information Technology
Mark, a 42-year-old School Teacher with a Bachelor's in Education
Tailored Experiences for Every User
For Sarah: Advanced search filters, detailed product pages with high-quality visuals and real-world reviews, and instant access to professional support provide Sarah with the precision and confidence she values.
For Mark: Simplified navigation, easy-to-follow guides, and prominently featured safety benefits ensure Mark has the clarity and peace of mind he needs to keep his loved ones safe.
For Everyone: Lightning-fast performance, mobile-first design, personalised recommendations, and transparent trust signals work together to deliver a seamless, secure experience that’s as intuitive as it is reliable.
Section 03
Pricing and subscription plans are pivotal in converting visitors into customers and driving revenue. Effective strategies should clearly communicate the value and benefits of each plan, making it easy for customers to choose the option that best fits their needs.
An optimised pricing model includes competitive rates, flexible subscription options, and transparent billing. Highlighting cost savings and special promotions for long-term commitments can enhance customer loyalty. By continually refining these elements based on feedback and market trends, businesses can improve customer acquisition and retention, ultimately boosting conversion rates.
Current Subscription Plan
Spytec Pricing (Competitor)
Tractive Subscription Plan (Competitor)
LandAirSea Pricing (Competitor)
The device pricing is higher than some competitors but can be justified by emphasising its superior features and support. However, its subscription plans are generally higher compared to most competitors. While competitors like Tracki and Tractive offer lower monthly fees, the tracker's premium pricing aligns closely with Tracki's higher-tier plans.
Potential Recommendations:
Introduce a Free Trial: Offer a 30-day free trial for new users to experience the product without initial commitment. This can attract hesitant buyers and showcase the product's value.
Bundle Discounts: Provide discounts for users who purchase multiple devices or sign up for annual subscriptions. This can increase the average order value and encourage long-term commitments. Potentially offer x months subscription alongside tracker purchases etc.
Flexible Payment Options: Introduce quarterly and semi-annual subscription plans to provide more flexibility, catering to a wider range of customer preferences.
Enhanced Value Proposition: Clearly highlight unique features such as 24/7 customer support, comprehensive coverage, and superior battery life to justify the pricing.
Customer Loyalty Program: Implement a loyalty program offering discounts or additional features for long-term subscribers. This can enhance customer retention and satisfaction.
Targeted Promotions: Use data-driven insights to create targeted promotions for different customer segments, enhancing personalized marketing efforts and increasing conversions.
Section 04
Shop Now Button
The Shop Now button generates no heat, indicating low visibility and engagement, this could be due to the low positioning within the hero section. It also doesn't entice the user, nor does it tell them where it leads which generates user confusion.
Little to no header engagement
The header receives minimal attention due to the absence of additional variants like a USP bar, or eye catching CTAs within the header.
Strong Hero Text, nothing to follow
The hero text attracts the most focus, but lacks strong calls to action or trust signals to drive conversions.
Trust Factors:
The hero section lacks trust signals, which may be affecting users' confidence and purchase decisions.
Track your [Car] or [Motorcycle] Section
Confusing CTAs - Where is this taking me?
The current CTAs on the homepage use a generic "Learn More" label, even in sections focused on product descriptions. Clear and intentional CTAs are essential for guiding users seamlessly, but in this case, the ambiguity may create confusion about where the button leads. This lack of clarity disrupts the experience, potentially resulting in unnecessary clickbacks and lost engagement.
A simple, yet effective solution
A straightforward yet impactful solution would be to refine the CTA language, ensuring it clearly communicates where users will be directed. Additionally, introducing a secondary CTA—offering an intuitive product recommendation tool or pop-up—can provide personalised guidance for users still exploring their options, enhancing clarity and confidence right from the homepage.
'How it works'
Missing elements
The setup process can be streamlined with clear subscription details, including costs and benefits like real-time tracking, plus a "Learn More" link for transparency. Adding a call-to-action like "Download the app now to get started," step indicators (e.g., "Step 1 of 3"), and sleek icons for pairing, subscriptions, and tracking would make the experience seamless and intuitive.
What can be added?
The redesigned "How It Works" section is simple, elegant, and intuitive. With clear step-by-step guidance, bold visuals, and modern typography, getting started has never been easier. A clean layout, enhanced by a savings banner and a seamless "Download The App" button, ensures a smooth and engaging experience. Every detail is crafted to make tracking effortless and beautifully simple.
Key features… without showcasing the features?
This section highlights key features but could be more engaging with rich, real-world imagery. Imagine seeing the GPS in action—tracking your pet, securing your luggage, or monitoring your car—bringing each feature to life. Replacing icons with high-quality visuals and seamless, cohesive design would create a more immersive and intuitive experience, perfectly blending form and function.
Rich Real-World Imagery
Feature-Specific Visuals
Practical Applications
Immersive Design
Visualising the key features
The original feature page was clean but lacked an emotional connection, so I redesigned it to focus on storytelling and usability. My goal was to create a design that engages users by showcasing real-world impact while maintaining a clear, organised structure.
I arranged the content into clean, easy-to-follow sections, allowing each feature to shine individually.
Dedicated areas for visuals bring the features to life—such as tracking a pet, monitoring luggage, or securing a vehicle—making the product relatable and practical.
Once imagery replaces placeholders, the page transforms into an engaging story where users don’t just read about the features—they feel their value.
The feature page has been reimagined to captivate through immersive visuals and compelling storytelling. Practical applications—like tracking your pet or securing your luggage—come to life with rich, real-world imagery, replacing traditional icons. Thoughtfully organised, each feature is showcased with clarity and impact, seamlessly blending design and functionality to deliver an experience that feels intuitive, relatable, and effortlessly engaging.
No Social Proof Present
Customer testimonials, ratings, or reviews are missing, leaving the product without the validation users often look for before making a decision. The absence of this trust-building element may cause hesitation.
Missing Highlighted Features
Critical product details like "Real-time tracking," "Waterproof design," or "Mobile app compatibility" are absent from the hero section. These features are essential for helping users instantly understand the product’s capabilities.
Weak Visual Hierarchy
The section lacks a defined hierarchy, making it harder for users to quickly focus on key elements like the product name, price, or call-to-action. This creates unnecessary friction in the browsing experience.
Lack of Trust Signals
Trust-building elements like a "100% Money-Back Guarantee," "Secure Payment," or "Free Shipping" are missing, leaving users without reassurance during their decision-making process.
Elevated Design Hierarchy
The layout draws your attention to what matters most: the product image, essential features, and the CTA. Supporting details like reviews and delivery options enhance the experience without distraction.
Thoughtful Interactivity
Expandable sections for "Product Details," "Specifications," and "Accessories" ensure users get the information they need—only when they want it—creating an experience that feels effortless.
Information, Simplified
Key details like the product name, price, and standout features are presented upfront, making it easy to understand the product’s value at a glance.
Trust Built In
With "500+ Positive Reviews" prominently displayed, users instantly feel confident in their decision, knowing the product is trusted by others.
Perfectly Balanced Layout
Every inch of space works harder. From the prominent product visuals to concise feature highlights, the design avoids clutter while delivering maximum clarity.
A very, very, very text heavy below the fold section…
This below-the-fold section is overly text-heavy, creating high cognitive load and reducing scanability, which discourages user engagement. The lack of visual hierarchy makes it hard for users to identify key information quickly, while the absence of visual elements like icons, imagery, or interactive features fails to break up the monotony of text.
Key Features Missing:
Lack of Clear Information Architecture: Missing logical headings, icons, or bold text to guide users through key details.
Absence of Contextual Imagery: No real-world visuals to help users understand the product’s use in practical scenarios.
No Interactive Elements: Missing expandable sections or tooltips to simplify the presentation of dense information.
No Action-Oriented Design: Absent CTAs like "Learn More" or "Watch the Video" to guide users toward the next step.
Poor Content Structure: Lacks proper chunking of information for easy scanning and reduced cognitive load.
Reformatting the below the fold
The heatmap analysis shows that users are engaging with the essentials—subscription plans and app download CTAs—proving the page communicates pricing and app functionality effectively. But there’s always room to refine the experience and make it even more intuitive.
Improvements that elevate every interaction:
Clearer Plans: Subscription options are now easier to compare, with a more prominent toggle for effortless switching.
Focused Benefits: Key features are displayed directly beneath each plan, ensuring users see the value at a glance.
Seamless App Experience: “Everything at your fingertips” is now perfectly aligned with the app download CTAs, alongside concise feature descriptions to highlight what’s possible.
Polished Visuals: Thoughtful adjustments to font size, weight, and spacing create a streamlined hierarchy that draws attention to what matters most.
The revamped subsription below the fold section allows for a better content flow as well as a more optimised user journey when it comes to understanding how the subscriptions work.
Specifications lists that take up too much space
Users naturally gravitate toward the specifications section, drawn to key details like battery life and tracking range—proof that technical information plays a vital role in their decision-making process. However, the current design could do more to make this experience effortless. The text-heavy layout can feel overwhelming, while the accessories section, though engaging, lacks the clear next steps users need.
Optimised for clarity and action:
Key specifications are now presented in a beautifully streamlined format, with headings and subheadings that make complex details easy to navigate.
Accessories now feature bold, intuitive CTAs like "Shop Now" and "Add to Cart," transforming interest into action with a single click.
Enhanced Product Cards
The wireframe reimagines the shopping experience with a sleek, functional, and user-friendly design. Actionable elements like star ratings and "Add to Cart" buttons are seamlessly integrated, making it easier than ever to engage with products and complete purchases. Every detail is crafted to enhance usability and drive conversions.
Key specifications are now thoughtfully placed within a dropdown accordion, keeping the design clean and focused while ensuring essential information is always within reach.
The current navigation menu is clean and straightforward but lacks depth and interactivity, which can limit user engagement and ease of access to important sections of the site. Introducing dropdowns and other interactive elements can significantly enhance the user experience.
The Plan:
Create a Mega-Menu: To improve navigation, introduce dropdown menus under existing headings. For "Shop," add a dropdown menu with categories such as "All Products," "Trackers," "Accessories," "Subscriptions," and "Special Offers." This will help users find specific products more efficiently. We could also look to include imagery alongside menu items to help users find specific products even easier similar to the example provided (yFood). (Seen Below)
Navigational Dropdown Restructure
This wireframe combines clean design with engaging functionality, showcasing product USPs like "Lifetime Warranty" and lifestyle imagery to connect users emotionally while delivering essential information. Clear CTAs and a promotional banner make navigation intuitive and drive conversions.
Clear Product Features: USPs are easy to compare for confident decision-making.
Engaging Visuals: Lifestyle imagery reinforces real-world value.
Seamless Navigation: Intuitive layout and CTAs ensure effortless browsing.
Section 05
Navigation
The navigation design for this GPS tracker site was built to deliver a seamless and intuitive browsing experience. With thoughtfully organized categories and an elegant mega menu featuring lifestyle imagery, every interaction is designed to inspire confidence and connection. Users can instantly discover the perfect product for their needs—whether it’s tracking pets, vehicles, or assets—all while experiencing a visually engaging interface that reflects the brand’s promise of reliability and innovation.
Effortless Discovery: Beautifully structured categories and intuitive dropdowns make finding the right product quick and easy.
Designed to Connect: Lifestyle imagery brings the experience to life, showcasing real-world applications that resonate with every user.
A Smarter Journey: Integrated features and calls to action guide users effortlessly from exploration to purchase.
Homepage
The homepage combines innovation and simplicity, featuring a bold hero section that connects you to the brand’s vision. It highlights product bundles, educates users, and inspires confidence through trusted partnerships and real-world stories—all within a clean, modern design.
Product Page
The product page delivers a seamless shopping experience, combining high-resolution images with a clean, elegant layout that highlights key features. A step-by-step setup guide, multiple payment options, and authentic reviews make it effortless to get started, while streamlined accessory options enhance usability.
Section 06
A Seamless Transformation: The Results
The redesigned digital experience for the handheld tracker company redefined how users connect with the tools they trust most. In just six months, the website evolved into a dynamic, intuitive platform that not only reflects the precision and innovation of the brand but also delivers tangible results.
A mega-menu with streamlined categories ensures users find exactly what they need—faster than ever.
Every second counts. A reimagined homepage invites users to discover, engage, and act.
Flexible payment options and highlighted benefits turn a good choice into the obvious one.
Bundled recommendations make it easier than ever to add the perfect finishing touch.
Visitors now stay longer, explore deeper, and connect more.
GPS Trackers and accessories, presented with precision and purpose, are reaching more carts and homes.
A design that’s built to last, for users who keep coming back.
Every second counts. A reimagined homepage invites users to discover, engage, and act.
This redesign is more than just a new website—it’s a statement of what’s possible when design, innovation, and the user come together. Every interaction feels intentional. Every decision, effortless. And every result, extraordinary.
