E-commerce Redesign
for Licor 35
+87,2% increase in average order value in 30 days
Project Introduction
This web design project crafted a sleek, high-performance website that prioritizes user experience and seamless functionality. This web design project crafted a sleek, high-performance website that prioritizes user experience and seamless functionality.
Data & Insights
User Behavior
- High drop-off during checkout (step 2)
- Users rarely increased cart value beyond minimum purchase
- Key conversion elements had low interaction
UX Friction Points
- No visible progress or incentive during checkout
- Pricing and discounts lacked clarity
- Weak visual hierarchy in critical decision areas
Business Impact
- No mechanisms to drive higher AOV
- Passive purchase flow with no upsell logic
- Missed opportunities to reinforce value perception
CLIENT
Licor 35
DATE
November 2025
SERVICES
CLIENT FEEDBACK
“Bernardo has helped us a lot so far, but the redesign of our online store was one of his best moments! In just a few months, the average order value increased by 87%!!%”
Solution
1.Progress Bar / Gamification
To encourage users to increase their cart value, a visible reward system was introduced.
By clearly showing progress towards a benefit (e.g. free shipping), users are subtly guided to add more items and complete their purchase.
2.Clear Value Communication
Pricing and discounts were restructured to highlight savings and reinforce perceived value.
By making benefits more explicit at key decision points, users can more easily justify and complete their purchase.
3.Guided Checkout Experience
The checkout flow was simplified and enhanced with clear feedback and progression cues.
This reduces uncertainty and friction, helping users move confidently through each step until completion.
Results
Overview Before and After
Home Page
About
Catalogue
Product Page
“These principles show how I approach my CRO-driven design projects”
