AllSaints
Before
After
Why the Before Doesn't Work:
- Overlapping CTAs: "Shop New Arrivals" and "Shop Basics" compete for attention without offering clear guidance on where to start.
- Limited Product Visibility: The "Just Landed" section is tucked away below the fold, making it less noticeable and engaging.
- Weak Navigation: The navigation bar is functional but doesn’t emphasize the variety of collections or products available.
Why the After Work:
- Focused CTA: "Shop Our Basics Collection" simplifies the decision-making process while aligning with the headline.
- Improved Product Visibility: The "Just Landed" section is prominently displayed with product images, prices, and names, making it easy to browse and shop.
- Enhanced Navigation: Tabs like "New Arrivals," "Leathers," and "T-Shirts" guide users to explore other categories without confusion.
- Better Content Flow: A clear progression from headline to products ensures users understand the brand’s offerings and are encouraged to take action.
Supporting Data
- Clearer Navigation Drives Engagement: Simplified navigation boosts click-through rates by 25% (Baymard Institute).
- Focused CTAs Convert Better: Single, action-oriented CTAs increase conversions by 29% (HubSpot).
- Enhanced Product Display Improves Sales: Showcasing products with details like pricing improves user interaction by 58% (Nielsen Norman Group).
- Streamlined Layout Increases Retention: Users are 47% more likely to stay engaged with pages that have a logical content flow (NN Group).