UX Works on Old sites too - clickthrough +734%

TLDR

Even small UX changes can lead to big results. Make it easier for customers to find what they need and take action, and you turn your website into a tool that sells not just informs.

The Outcome

• Reorganized the game pages to make them useful, navigable, and conversion-ready:

• Key value content (FAQs, rulebooks) surfaced in clickable lightboxes

• Game pages restructured with accordion-style navigation for clarity

• "Order Now" buttons created a direct path to purchase

• Visual identity updated to reflect individual game branding, making each page instantly recognizable

Services

• UX Audit

• Information Architecture

• Interaction Design

• Conversion Strategy

• Visual Branding

• Analytics Review

The Goal

CMON’s product pages had a clear purpose to showcase their games and guide users toward purchase but the execution fell short. Each page functioned more like an archive than a shopping experience. Instead of guiding users through content, the layout overwhelmed them with unstructured information. The goal became clear: redesign these pages to create an intentional, conversion-ready experience that would help new users explore, learn, and ultimately buy.

With a growing catalog of games and rising competition in the tabletop space, CMON needed to make each product page count. But the existing structure failed to highlight what mattered most: the ability to learn about a game, answer questions, and take action. Rulebooks — a key differentiator at the time — were buried. Pages looked nearly identical. Worst of all there was no clear path to purchase. Leadership recognized that the page was no longer supporting the product — and it was time to change that.

The Process

The redesign process began with a usability audit that surfaced three major issues: a lack of a clear purchase path, buried value content, and no structured way for users to navigate the page. These issues were creating friction for new visitors and limiting the site’s ability to convert interest into action.

To address this, the content was reorganized using a new information hierarchy. An accordion-based layout allowed users to browse dense content without being overwhelmed, and key resources like rulebooks and FAQs were surfaced through inline lightboxes to keep users engaged on the site. A bold, persistent "Order Now" button was introduced to create a clear conversion point.

Branding inconsistencies were also tackled head-on. Each game page was redesigned with custom visual elements that reflected the tone and universe of the IP. This not only made the experience more memorable but helped reinforce the unique identity of each product, improving user engagement and brand recognition

To solve these:

• I created a clear information hierarchy with expandable accordions to reduce overwhelm

• Key content (FAQs, downloads) was made accessible via inline lightboxes, reducing page exits

• A bold, clear "Order Now" button was added to provide a direct conversion path

Then came the branding. Game pages looked nearly identical across IPs, missing a chance to create excitement and recognition. I redesigned each page’s layout and assets to visually reflect the game’s tone and world, so fans knew exactly where they were, and new users could get a feel for the product instantly.

The updated layout and visuals were deployed across CMON’s major product pages. By combining lightweight dev work (HTML, CSS, WordPress) with a research-backed information structure, I was able to drive results with minimal engineering overhead.

Once live, the data showed significant improvements. Users weren’t just bouncing less — they were staying longer, clicking more, and making their way to the ecommerce store with a clear sense of purpose. The redesign worked not just because it looked better, but because it made sense to the people using it.