Challenge

The client runs an online store selling Apple products and related accessories. The offer also includes protective accessories, screen protection products, and mobile photography tools. Therefore, the store needs to be fast, clear, and easy to use.

During the cooperation, the client needed improvements in several areas. The most important elements were checkout, product pages, additional product presentation, and SEO structure. At the same time, the client also wanted easier order handling in the admin panel.

As a result, the project combined UX, technical, and sales-focused work. On one hand, we simplified the purchase path. On the other hand, we developed features that support cross-selling and increase cart value. Moreover, we supported the client during emergency situations that required a fast technical response.

Scope of work

First, we focused on checkout optimization. We removed selected optional fields, added an option to return from the cart to the store, and reduced distracting elements. Thanks to this, the purchase process became simpler and more focused on order completion.

Next, we improved field validation in forms. Validation messages now appear while the user enters data. Therefore, the user can immediately see what needs to be corrected. In addition, we pulled company data, such as the tax identification number, into the admin panel. We placed it in the exact location selected by the client, so the data is visible and easy to access.

Then, we worked on product page improvements. We changed the layout of key sections, improved variant options, and redesigned the additional products section. Moreover, we added a sticky bar with an add-to-cart option. These changes covered both desktop and mobile versions of the store.

We also added a contact form to the search results page when no results are found. Thanks to this, users can send an inquiry instead of leaving the website. In addition, we prepared an “added to cart” popup with related products. This solution supports cross-selling at a very relevant moment in the shopping journey.

Finally, we cleaned up SEO elements. We adjusted and standardized title tags and meta descriptions across the website. We also helped the client during a serious store emergency, when a large group of products started displaying price and stock level as 0.

What we delivered

Checkout and purchase path improvements

Checkout is one of the most important stages in an online store. Therefore, we focused on shortening the purchase path and reducing elements that could distract users.

We removed some optional fields, so the form became simpler. We also added an option to leave the cart and return to the store. Thanks to this, users can easily go back to the offer when they want to add another product or check order details.

In addition, we hid selected footer tabs in checkout. As a result, the checkout page keeps users focused on completing the order. This supports conversion because it reduces distractions at the final stage of the purchase path.

Real-time field validation

We added field validation that works while users enter data. Thanks to this, users receive feedback immediately, not only after submitting the form.

This is especially important in checkout because incorrect data can delay the purchase process. Real-time validation helps users correct details faster and move to the next step. Consequently, the form becomes more user-friendly and less frustrating.

Company data visible in the admin panel

The client needed easier access to company data in orders. Therefore, we added a feature that pulls information such as the tax identification number into the admin panel.

We placed this data in the area selected by the client. Thanks to this, the order support team can see it immediately and does not need to search through less intuitive places. As a result, business order handling is faster and better organized.

Contact form for zero search results

We added a contact form to the page displayed when search returns no results. Thanks to this, users who cannot find a product do not reach a dead end.

Instead of leaving the website, they can immediately send an inquiry to the store. This is a useful UX solution because it helps capture purchase intent. In addition, the client gains information about products that users are searching for on the website.

Product page redesign and UX improvements

We introduced visual and functional changes to the product page. The goal was to make product browsing easier and improve customer satisfaction.

The work included changing the layout of sections and improving how key information is presented. We also redesigned variant options for iPhone-type products. Thanks to this, choosing a model, variant, or configuration became clearer.

In addition, we rebuilt the additional products section. We also improved the appearance of informational product tabs. As a result, the product page guides users through the offer more effectively and helps them make purchasing decisions.

We implemented these changes for both desktop and mobile. Therefore, the shopping experience remains consistent across devices.

Sticky bar with add-to-cart option

We added a sticky bar with an add-to-cart option on the product page. The bar remains available while the user scrolls. Therefore, the main action is always easy to reach.

This is especially useful on longer product pages. Users can read the description, check variants, or browse additional information, while the purchase button stays within reach. Thanks to this, the path to the cart is shorter and more convenient.

Related products in the “added to cart” popup

One of the most interesting parts of the cooperation was the related products list in the “added to cart” popup. After adding a product to the cart, users see complementary products that may match their purchase.

Related products are pulled from the section with the same name in the product edit view in Back Office. Thanks to this, the client can manage recommendations independently. What is more, the mechanism combines easy administration with real sales support.

As a result, users receive an additional product suggestion at the right moment. This cross-selling flow feels natural because it appears after adding a product to the cart. The solution brought positive sales results.

Title tags and meta descriptions cleanup

We adjusted and standardized title tags and meta descriptions across the website. Thanks to this, the store has more consistent SEO elements.

Titles and descriptions affect how pages appear in search results. Therefore, organizing them supports further SEO activities. Moreover, a unified structure helps maintain order in a large product catalog.

Fast response to a store emergency

During the cooperation, we also supported the client in an emergency situation. A large group of products started displaying stock level and price as 0. This issue had a serious impact on store operations because it affected key sales data.

We reacted immediately. First, we analyzed the problem. Then, we identified the source of the error and restored correct store operation in a short time. Thanks to this, we reduced the negative impact on sales and customer service.

Results

As part of the project, we improved checkout, product pages, and selected admin elements. Users now have a simpler purchase path, clearer forms, and a more convenient product page. In addition, the sticky bar and related products in the cart popup support sales and make it easier to buy accessories.

On the client’s side, we improved access to company data in the admin panel. We also added a contact form for zero search results, so the store responds better to user needs. Moreover, we cleaned up title tags and meta descriptions, which strengthens the technical SEO foundation.

Importantly, we also supported the client during a serious emergency. Our fast response restored correct prices and stock levels. As a result, the store is more stable, easier to use, and better prepared for further sales growth.

Technologies and scope areas

Checkout optimization, e-commerce UX, product page UX, variant products, sticky add to cart, cart popup, related products, cross-selling, admin panel, company data and tax ID, store search, contact form, title tags, meta descriptions, technical SEO, online store emergency support.

If you want to improve your online store, we can help. We can optimize checkout, product pages, UX, SEO, and sales-supporting elements. Contact us, and we will prepare solutions tailored to your store and purchase process.