Maple Syrup World

Maple Syrup World was full of high-quality goods, but was unable to lead the visitors from the initial landing page to the purchase. A barrier to efficient shopping was navigation, limited product visibility, and a checkout experience that did not facilitate international conversion.

• Product Overload The site had a lot of maple products in similar categories, which were not clearly grouped by logic. Customers could not distinguish syrups, candies, butters, and gift sets, which led to the issues of choice overload and low browsing conversion.
• Unclear Product Details The product pages were not provided with consistent, descriptively rich information, and the comparison between bottles, sizes, grades, and flavours was not initiated by the customers, which was a real obstacle to making a confident purchase.
• Navigation Friction The categories and filters, as well as the menu, were not intuitive. Complementary items, including gifts and bulk maple syrup, could not be easily found by users, which decreased the average order value and cross-sell opportunities.
• Checkout Anxiety The international shipping policies, prices, and time averages remained ambiguous until near the checkout process, and made potential customers leave carts when they unexpectedly saw added charges before final payment.
• Mobile Frustration The mobile visitors had difficulties in navigating and reading, product lists were too long and irregular in scaling to the layout, and this curbed the amount of engagement and conversion of the mobile traffic.