Designed in 5 weeks. Conversion rate up 86%. A data-led rebuild for AuraSun that sells like the brand it became.
Designed in 5 weeks, AuraSun's data-led rebuild lifted conversion rate 86% in the 60 days after launch, all around how her customers actually buy.
Services
E-commerce UX/UI, Conversion optimisation, UX research, GA4 & Hotjar
Date
2026
- Conversion rate
- +86%
- Checkout done
- 36% → 75%
- Mobile conversion
- +94%
2.47% → 4.59%
more than doubled
2.30% → 4.47%
60 days post-launch · measured in GA4 · conversion rate, the signal that ignores how much traffic came
Her brand grew up. Her website didn't.
You know the feeling. Your brand grows up: new packaging, better photography, a spot on premium shelves, an award on the wall. Then you open your own website and it looks like it's still stuck in 2016.
That was AuraSun, a Polish self-tanning brand on the shelves of premium beauty chains like Douglas, Hebe and Super-Pharm, with a loyal following that comes back a few times a year. On the shelf: premium. Online: a store that took over five seconds to load on mobile and, worst of all, went completely quiet at the exact moment a customer was ready to pay.
94% of her customers shopped on mobile. So when the site was slow and the checkout hid basic delivery info until the final step, that wasn't a design flaw. That was money walking out the door every single day.
Her brief was simple and honest: make the store look like the brand it had become, and sell better if you can.
Where AuraSun was leaking money
Three leaks were quietly costing her sales. None of them were about how the site looked. See how many feel familiar.
The homepage was selling three businesses to one confused customer
A woman lands from Instagram, ready to buy self-tanner, and the homepage hits her with a product shop, professional training courses, and a local salon all at once, with no clear path to any of them. Most of the page was training content built for Google, not for her.
Half of her “add to cart” clicks came from a page with no reviews
Nearly half of all add-to-cart clicks came straight from the product list, not the product page. Her customers already knew the brand, they didn't want to click through. But those list cards showed no ratings, no reviews, no scent. She was asking loyal customers to buy on faith.
The #1 reason people bought was invisible
I read hundreds of her reviews. One thing came up more than results, more than price, more than anything: the scent. Over 30% mentioned it, unprompted. And it appeared nowhere above the fold.
For every 100 visitors, nearly twice as many bought.
| Metric | Before | After | Change |
|---|---|---|---|
| Conversion rate | 2.47% | 4.59% | +86% |
| Mobile conversion | 2.30% | 4.47% | +94% |
| Desktop conversion | 5.1% | 7.6% | +49% |
| Checkout completion | 36% | ~75% | doubled |
Here is the part that matters. Traffic grew too, partly the season, partly the brand. But conversion rate does not count heads at the door. It measures how well the store turns whoever arrives into a buyer. Even if the same visitors had come as before, nearly twice as many would have bought.
Was some of that the spring season and the Easter promo? Some of it, honestly, yes. I can't split the redesign from the calendar to the decimal, and I won't pretend to. But the store stopped going quiet at the moment of decision. It started selling while she slept, and finally looked like the brand she had spent years building.
Here is how the founder put it
“60 days after launch, my store's conversion rate was up 86% and checkout completion had more than doubled, from 36% to nearly 75%. I came to Igor because I wanted a store that sold, not just one that looked pretty. He started with the data, found exactly where I was losing customers, and fixed it. Honest the whole way, no promises of miracles, just measurable results.”
Aleksandra KuźniaFounder, AuraSunThe store sells now. Here is round two.
The redesign gave her a store that sells and a clear runway. With tracking finally in place, round two already has its targets: the cart-to-checkout step, and a win-back flow for a product people finish and rebuy. Round one moved the number. Round two compounds it.
Your brand outgrew your website?
“I wanted a store that sold, not just one that looked pretty. He found exactly where I was losing customers and fixed it.”
That is exactly the gap I close: the store that sells like the brand you have become.
AuraSun is a live client project. All metrics are GA4 data from the 60 days following launch and reflect a team result: design, development, and the client working together. My contribution was research, architecture, and design.