↑ 25% Increase in CVR
A fast, mobile-first purchase path stopped drop-offs and unlocked latent traffic.
Choc on Choc
We redesigned the digital storefront architecture to elevate the brand from novelty chocolate to premium, high-margin artisanal art.
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↑ 11% Increase in AOV
Intelligent cross sells, the introduction of a bundle builder and milestone tracker in cart
↑ 20% CSR
Increased education and addition of behavioural nudges at the key decision points meant less anxiety and more conversion
Case
study
The Brief
Choc on Choc faced a clear positioning barrier: while customers loved their unique, hand-crafted designs, they perceived them as low-cost seasonal novelties. This restricted margins and left the brand reliant on holiday spikes.
Their legacy storefront operated as a flat retail catalogue. Forcing users through an unstructured index of individual products caused decision paralysis while failing to communicate the brand's Somerset heritage, premium ingredients, or artisanal craftsmanship. The objective was to re-engineer this slow, novelty-focused setup into a premium, high-intent gifting portal that justified premium pricing and eliminated checkout friction.
The SOLUTION
We replaced the rigid catalogue with a custom storefront built on shopper psychology. To remove choice anxiety, we restructured the catalog around intent-driven navigation, routing users by occasion and recipient.
On the PDP, we introduced high-resolution, micro-zoom media grids and concise, annotated product details showcasing the hand-layering process, subconsciously shifting perception from cheap novelty to premium artisanal art. Finally, we optimised the cart drawer with one-click gift-wrapping, personalised notes and intelligent product recommendations, using subtle price anchoring to make cart upgrades the friction-free default.
THE RESULT
The impact was immediate. Within 30 days of launching the new UX architecture, Choc on Choc saw a 425% surge in conversion rate compared to the previous period.
Aligning the digital storefront with the brand's premium reputation plugged historic revenue leaks and turned latent traffic into high-intent buyers,proving that psychology-led design successfully converts casual browsers without increasing ad spend.
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