A salon brand with a store, rebuilt to convert

Reviews existed but never appeared where anyone was deciding. Search was doing the job navigation should have been doing, which is usually the clearest sign a store has been built around the company rather than the shopper. That gap between a beautiful brand site and a working storefront is the most common problem in premium e-commerce. The identity is right, the photography is right, and the conversion rate sits a long way below what the products deserve, because nobody has designed the route from landing to basket. Information architecture, product discovery, merchandising and social proof get treated as content problems rather than the commercial decisions they are, and every extra click between a shopper and a decision quietly costs a sale. So we rebuilt it around one question: what is this person actually trying to do, and what is standing between them and the basket. That meant navigation built on shopper intent rather than product names, three routes into the range, a buying moment before the product page, reviews placed where the decision happens, and a rewards programme designed to turn a first order into a habit. Everything on the page had to answer to that question or come off.