AuraSun. A store redesign that lifted conversion by 86% in 60 days

AuraSun came with a simple brief: make the store look like the brand the company has become. And make it sell better, if you can.

Client: AuraSun
Services: UX/UI design, Conversion optimisation, Analytics & tracking
Date: 2026
Live site: aurasun.com.pl

The redesigned AuraSun storefront on a phone: the mobile homepage leading with the product and two clear calls to action.

Conversion: +86%; 2.47% → 4.59%
Mobile conversion: +94%; 2.30% → 4.47%

The premise

Make the store look like the brand the company has become. And make it sell better, if you can.

[01]

In short

Industry: Cosmetics, e-commerce
Scope: UX/UI · CRO · customer and competitor review analysis · analytics
Platform: WooCommerce
Duration: 5 weeks
Role: Design and CRO. Build handled by the client's developer, working in parallel.
Stage: Brand stocked by Douglas, Hebe and Super-Pharm

The brand was already on the shelves of premium chains, with customers coming back for another bottle several times a year. The store had stayed a few years behind. Slow, broken on mobile, missing the basic selling mechanics, and going quiet at exactly the moment of payment.

[02]

Who AuraSun is

A Polish self-tanning brand, stocked by Douglas, Hebe and Super-Pharm. A product that runs out, so customers come back several times a year. New packaging, better photography, an award on the wall.

The brand looked premium on a shop shelf and several years out of date on a phone. 94% of purchases came from mobile.

[03]

What was wrong

Six things were costing sales every day. Some were about how the site looked, some about what simply wasn't there.

[01]
The site took over five seconds to load on a phone
With 94% of traffic on mobile, that isn't a comfort problem, it's lost orders.
[02]
The layout fell apart on mobile
Wrong sizes, wrong spacing, elements that didn't appear at all. A brand that looks premium on a shelf looked like something else on a phone.
[03]
The homepage sold three businesses to one customer
She arrived from Instagram ready to buy a self-tanner, and the page offered her the store, professional training and a local salon at the same time. Most of the content was written for Google, not for her.
[04]
Half of all add-to-cart clicks came from a page with no reviews on it
Almost half of all add-to-carts came straight from the product listing, skipping the product page. The listing tiles showed no ratings, no reviews and no scent. The listing was asking loyal customers to buy on faith.
[05]
The basic selling mechanics were missing
No cross-sell, no upsell, no free shipping threshold. Three mechanics that are standard in e-commerce today, and each of them works on order value.
[06]
The most common reason people bought was invisible
Over 30% of reviews mentioned the scent unprompted, more often than results and more often than price. It appeared nowhere above the fold.

[04]

How I did it

Week 1
Data and reviews
GA4 analysis with e-commerce events: where people drop off and which screens they buy from. Alongside it, a matrix of Google reviews, the brand's own and those of competitors, both the best and the worst. I was looking for what customers complain about, what worries them and what they praise, so I'd know what to put front and centre.
Week 2–3
Architecture and the key screens
The homepage cut by roughly 60% and reduced to two choices in the header: “Shop the products” and “Become a spray tan specialist”. The listing tiles rebuilt to carry the rating, the review count and the scent, meaning proof exactly where the decision was already being made.
Week 4–5
Product page, cart, handover
The product page leads with scent as the main benefit and answers the three worries that hold a purchase back: orange tone, staining clothes and an unpleasant smell. A “finish your routine” cross-sell sits below the button. In the cart, delivery options and the free shipping threshold moved ahead of the address step, plus a drawer with a progress bar.
In parallel
Working with the client's developer
Halfway through the project it turned out the template couldn't support the cart drawer or moving the delivery options without changes to the code, which was out of scope. What shipped was the free shipping threshold plus the delivery and payment icons on the full cart page. It's the one thing I'd do differently: agree with the developer in week one what the template actually supports, before anything gets drawn.

[05]

Results

[01]
Sales
Conversion 2.47% → 4.59%, up 86%. For every 100 visitors, almost twice as many people bought.
[02]
Mobile
2.30% → 4.47%, up 94%. Where it was worst, the improvement is largest.
[03]
Checkout completion
36% → around 75%. The cart was only partly touched, so I don't claim that number as a result of the design. The most likely explanation is speed: fewer people gave up along the way.

[06]

Summary

The store stopped going quiet at the moment of decision. It started selling while the owner was asleep, and it finally looks like the brand she spent years building.

Screens

The mobile homepage on a phone held in one hand: the “Give your skin a radiant glow” hero and two calls to action.

The desktop homepage: the product-led hero, a bestsellers row with ratings and prices, and the customer content strip below it.

The product listing on a phone resting on a woven mat: tiles carrying the rating, review count, scent and an add-to-cart button.

The product page on desktop: gallery, price, buy button, the cross-sell beneath it and the full description.

Two screens stacked: the filtered listing with its category, scent and price panel, and the contact page with its form.

In the client's words

“My old store was slow, kept breaking, and no longer fit a brand that had changed a lot over the years. Igor started with the data, found where I was losing customers, and fixed it. He never overpromised. 60 days after launch, conversion was up 86%, and checkout completion went from 36% to nearly 75%.”