ROLE
Design, CRO, and dev support
Platform
Responsive web
Link
Overview
The Aeromixer team approached me to overhaul their ecommerce website in 2019 after struggling to gain traction both online and in retail.
Although their product was the only of its kind on the market, and customers loved it, their existing website was quite bare-bones—essentially an all-text landing page with the ability to purchase via PayPal. Online sales were minimal, and they suspected it was costing them retailer credibility.
Challenges
Aeromixer's pump comes in four models. Which one a customer needs depends on their fertilizer type and tank size—but the conditions overlap confusingly. For example, several different combinations of fertilizer types and tank sizes map to the same product model.
This posed a UX dilemma:
Create a single PDP with four model-based variants. This mapped most closely to their product structure, but puts the burden of determining the correct model on the customer.
Create a single PDP with fertilizer type and tank size selectors. This reduces cognitive load for the customer, but complicates inventory tracking and fulfillment slightly.
Create separate PDPs for each model. This was simplest to build, but fragments the experience and still requires customers to figure out which model they need.
We went with the second approach—optimizing for the customer—and I built a product quiz as an additional entry point for those who preferred guided selection.
Outcome
Within two years of the redesign and rebuild, Aeromixer was able to scale from $50k to $3.5M/annually.
