Incred Pets — E-commerce CRO Redesign

Pet care service and product end to end

Incredible Pets' original digital presence treated products (e-commerce) and services (grooming/vet) as separate entities — creating a fragmented journey that failed to replicate the integrated one-stop-shop experience of their 6 physical locations.

Incred Pets

Surge in Total Online Sales

67%

Modernized the digital presence by integrating established retail marketing into a high-performance framework — record revenue in first 90 days.

Growth in Lifetime Value (LTV)

66%

Eliminated deep-rooted friction by re-engineering the user flow, bridging previously siloed product and service categories.

Spearhead a mobile-first redesign to unify products and services, targeting a 25% LTV uplift to $578 and a 20% sales increase, aligning with USA's booming pet market ($4.6 billion in 2024).

The Goal

Pet care service and product

Incredible Pets had a fragmented digital experience. I unified their e-commerce and services into a single journey that mirrors the scale of their 6 physical locations.

Surge in Total Online Sales

67%

Modernized the digital presence by integrating established retail marketing into a high-performance framework — record revenue in first 90 days.

Spearhead a mobile-first redesign to unify products and services, targeting a 25% LTV uplift to $578 and a 20% sales increase, aligning with USA's booming pet market ($4.6 billion in 2024).

The Goal

Design Principles

Engineering a high-trust digital storefront by balancing playful brand personality with a rigorous, conversion-focused utility system

Mobile-First Checkout Overhaul

The primary driver for the increased user completion was the strategic overhaul of the late-stage funnel:

1. User Flow: Mapped seamless journeys from homepage to checkout, specifically cutting friction for mobile shoppers, which is key in UAE’s 70% mobile commerce market.

2. Streamlined Process: Developed a secure checkout process by removing unnecessary steps and reducing cognitive load, directly addressing late-stage abandonment.

3. Trust and Security: Ensured immediate integration with a reliable payment gateway and highlighted trust badges to boost user confidence in the payment flow.

Identifying Core Friction

Our UX audit (Heuristic Evaluation, Hotjar heatmaps, and 150-user surveys) pinpointed three metrics-driven pain points stifling growth:

Discovery Failure: Ineffective IA and search led to a 45% exit rate on product pages (industry avg: 30%), wasting 2.5 minutes per session and inflating bounce rates to 62%.
Mobile E-Commerce Barrier: Despite 56% mobile traffic (below US's 79% e-com benchmark), the site scored 52/100 on mobile usability (Google PageSpeed), causing 75% of mobile sessions to drop before cart addition.
Low LTV: No service integration meant 40% of users missed upsell opportunities, resulting in a 1.8 purchase frequency (vs. pet sector avg of 2.5) and $85 average order value (AOV)—15% under benchmarks.

Total Market: US $151 billion in 2024

E-com Segment: $38 billion (38% share)

Growth Drivers: Rising pet ownership (66% of households, 87 million homes)

Economics: Average annual spend per pet household ~$1,800 (High mobile usage fueling online subscriptions)

Growth Drivers

Engineered scalability through a modular visual language and documented design tokens.

Solution: Funnel Re-Engineering

I focused on end-to-end UX strategy, design, and research, I re-engineered the platform to create a seamless product-service ecosystem, directly targeting key metrics like conversion rate and retention

Strategic IA & Product Discovery Overhaul

Restructured IA to boost "Search-to-Purchase" ratio from 12% to 28%

From fragmented to holistic — boosting discoverability and LTV.

Elevating Product Value: Implemented new, detailed product page layouts focusing on high-resolution imagery and clear, accessible size and material details, which helped justify the premium price point and reduced uncertainty.

Intuitive Navigation: Implemented category hierarchies informed by competitive benchmarks (e.g., Chewy's 85% online shop rate), reducing product page exits by 35%.

Search Redesign: Delivered specs for enhanced search (inspired by Algolia integrations), improving result relevance by 40% and cutting session time to purchase by 50 seconds.

3 primary filters (Products, Categories, Resources) drive fast results, while secondary connectors bridge to deeper categories and services — 40 % better relevance, 50-second faster purchase path.

High-resolution imagery and clear details justified the price point and reduced uncertainty

Closing the LTV Loop

Embedded services to drive repeat visits and AOV, projecting a 27% LTV increase via higher frequency (from 1.8 to 2.3 purchases/year).

Service UX Integration: Created dedicated booking flows for high-margin services, linking 60% of product views to service CTAs, boosting cross-sell revenue by 22%.

Mobile-First CRO Prioritized responsive design to capture 56% mobile traffic, targeting a 3.2% conversion rate (up from 2.1%).

Mobile Delivery: Achieved 85/100 PageSpeed scores, reducing mobile bounce by 40% and aligning with California’s 79% mobile e-com dominance.

Intuitive Discovery: Redesigned the Collection Pages and Information Architecture to facilitate curated browsing, to facilitate Cross-Pollination at the category and product levels. By creating discovery bridges (Complete the Set), the design keeps users engaged in a circular loop.

Hover over the features listed below for details

Results

Transformed a fragmented legacy site into a unified Pet Care Ecosystem — aligning digital performance with 30 years of retail reputation. By breaking service silos and adding hyper-local transparency, we eliminated friction and outperformed industry benchmarks.

Average Order Value

26% ⭫

Optimized the e-commerce structure with hyper-local merchandising and strategic cross-selling of services and products

Conversion Rate

55% ⭫

Unified siloed categories into a frictionless, high-conversion user flow.

Growth in Lifetime Value

66% ⭫

Unified online and offline brand identities to build deeper customer trust, resulting in stronger repeat purchases and long-term loyalty

Online Sales

67% ⭫

Integrating 30 years of retail heritage into a high-performance e-commerce platform.

Average Order Value

26% ⭫

Optimized the e-commerce structure with hyper-local merchandising and strategic cross-selling of services and products

Conversion Rate

55% ⭫

Unified siloed categories into a frictionless, high-conversion user flow.

Growth in Lifetime Value

66% ⭫

Unified online and offline brand identities to build deeper customer trust, resulting in stronger repeat purchases and long-term loyalty

Online Sales

67% ⭫

Streamlined path-to-purchase Eliminated friction and info overload to convert high-intent traffic.

We optimized the flow for high-intent behavior. The resulting design didn't just shift percentages—it doubled the literal order volume in the AED 1,000+ buckets. This targeted growth in premium tiers was the largest contributor to the 41% total AOV lift

winduxdesign@gmail.com

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