Serendipity Soy Candles is a Canadian-based brand known for its eco-friendly, 100% soy wax candles made with clean, plant-based ingredients.

With strong retention and an already-loyal customer base, we aimed to elevate the online experience to unlock even greater returns from paid traffic and email.

I led a comprehensive conversion rate optimization (CRO) project from concept to execution—overseeing internal marketing and development teams.

Our mission: to revamp the entire website experience with CRO best practices, uplift the brand visually, and enhance customer flow across every touchpoint.

Improve conversion rates across homepage, collection page, PDPs, and the cart

Increase return on ad spend (ROAS) from paid channels

Modernize brand presentation without losing customer trust

Leverage persuasive copy, social proof, and trust-building elements

Create an intuitive, conversion-first shopping experience

We took a full-funnel approach, starting from the homepage and ending in the checkout drawer. I worked hands-on with designers, copywriters, and developers to ensure each change was grounded in data, UX/CX principles, and brand consistency. Key improvements included:

Simplified navigation and visual hierarchy for faster exploration

Conversion-optimized hero section with clear value messaging

Benefit-driven copy throughout, based on research into real customer pain points and motivations

Visual points of interest and collection previews for intuitive browsing

Social proof strategically placed across pages for added trust

Mobile-first layout considerations for higher mobile conversions

One of the highest-impact changes was the custom cart drawer. We gamified the experience with a progress bar for free shipping, embedded upsells of popular products, in-cart reviews, and visual trust badges. This encouraged shoppers to continue adding items while feeling secure in their purchase.

These enhancements alone a led to a 54% increase in checkout rate.

We redesigned PDPs to emphasize confidence, clarity, and urgency. This included:

Delivery timelines and return info clearly displayed

Trust badges and ingredient callouts

Scroll-anchored reviews and UGC

Refreshed layout to reduce cognitive load and drive action

The copy was rewritten to reflect both product benefits and problem-solving language, helping customers visualize outcomes and connect with the brand ethos more deeply.

The impact of the CRO and UX overhaul was immediate and measurable. Over a sample of 21,464 sessions, we saw statistically significant lifts across every key funnel stage:

These gains translated into a 24% higher overall conversion rate and a 31% increase in ROAS within just the first month post-launch. By aligning brand storytelling, UX flow, and CRO tactics, we helped Serendipity turn more clicks into customers.