Hossein Tabandehpour

Work

About me

My CV

Hossein Tabandehpour

About me

My CV

Test Result Platform

Health App

Custom B2B Apps 🔒

E-commerce Website

WORKS

E-COMMERCE

Conversion & Revenue Optimization for a Health
E-commerce Product

COMPANY

Cerascreen

Cerascreen

Cerascreen

ROLE

Product designer

Product designer

Product designer

YEAR

2023 - 2024

2023 - 2024

2023 - 2024

Project Description

I led the optimization of product detail pages for a health & wellness e-commerce platform, identifying low add-to-cart rates as a key conversion bottleneck. The goal was to increase user trust, clarity, and decision confidence through data-driven UX improvements. Using user research, usability testing, and iterative A/B experiments, I redesigned the product experience to reduce friction and improve conversion across key user journeys.

Impact

Impact

0%
0%

Add-to-cart actions

Add-to-cart actions

0%

User engagement

User engagement

0%

Increase in revenue

Increase in revenue

Core Problem

Low add-to-cart rates caused by trust gaps, unclear product explanation, and cognitive overload on PDPs. Users hesitated due to lack of transparency about the testing process and outcomes.

Challenges

Challenges

Challenges

  • Low conversion despite strong product demand

  • Lack of trust signals and unclear value communication

  • Cognitive overload due to dense content and weak hierarchy

  • Hidden subscription and variant benefits reducing perceived value

Research & Analysis

To identify conversion blockers, I combined qualitative and quantitative research: • A/B testing on live PDP variants to validate UX hypotheses • Usability testing to observe hesitation and decision friction • User interviews and surveys to understand trust and clarity concerns • Competitor benchmarking across leading health and e-commerce platforms This approach helped connect behavioral data with design decisions.

Testosterone A/B test results shown as an example of iterative A/B testing for product design optimization.

Research & Analysis

To identify conversion blockers, I combined qualitative and quantitative research:

  • A/B testing on live PDP variants to validate UX hypotheses

  • Usability testing to observe hesitation and decision friction

  • User interviews and surveys to understand trust and clarity concerns

  • Competitor benchmarking across leading health and e-commerce platforms

    This approach helped connect behavioral data with design decisions.

Testosterone A/B test results shown as an example of iterative A/B testing for product design optimization.

Key Findings

  • Users often felt uncertain: “Will I understand what I’ll get?” or “What if this is a medical report I can’t interpret?”

  • The process felt “black box” people feared they’d just receive numbers without guidance.

  • Trust was weak: insufficient lab certifications, vague delivery or analysis information.

  • The wealth of features (subscription, variants) was under-communicated: users didn’t see the benefits or how it worked.

Design Solutions

Key Findings

Key Product Decisions & UX Improvements

  • Restructured information hierarchy to reduce cognitive load and improve scanning

  • Introduced strong trust signals (lab certifications, process clarity, social proof)

  • Simplified product explanation through visual 3-step process flow

  • Clarified variants and subscription value to support informed decisions

  • Added contextual guidance to reduce uncertainty and increase confidence

  • Improved CTA visibility and layout prioritization based on A/B test insights

  • Users often felt uncertain: “Will I understand what I’ll get?” or “What if this is a medical report I can’t interpret?”

  • The process felt “black box” people feared they’d just receive numbers without guidance.

  • Trust was weak: insufficient lab certifications, vague delivery or analysis information.

  • The wealth of features (subscription, variants) was under-communicated: users didn’t see the benefits or how it worked.

Design Solutions

Key Product Decisions & UX Improvements:

  • Restructured information hierarchy to reduce cognitive load and improve scanning

  • Introduced strong trust signals (lab certifications, process clarity, social proof)

  • Simplified product explanation through visual 3-step process flow

  • Clarified variants and subscription value to support informed decisions

  • Added contextual guidance to reduce uncertainty and increase confidence

  • Improved CTA visibility and layout prioritization based on A/B test insights

Design Solutions

We rewrote, restructured, and redesigned with the user in mind:

  • Hero & visual hierarchy upgrades: cleaner visuals, added product images + video, and trust cues up front.

  • Symptom section: linked common symptoms to the product, helping users see relevance.

  • Process clarity: introduced a 3-step visual flow so users see how the test works — reducing mystery.

  • Overlay annotations & explanatory copy: small glassy callouts explaining the value of each section.

  • Trust elements: lab certifications, customer volume, clear analysis + delivery details.

  • Variant & subscription clarity: made options explicit, explained benefits, so users know “why pick this version.”

  • “Beyond numbers” section: emphasized that users don’t just get raw values, but actionable guidance and clarity.

Results & Product Impact

The redesigned PDPs significantly improved user confidence and reduced hesitation during decision-making. A/B testing confirmed a +43% increase in add-to-cart rate, +32% higher engagement, and +24% revenue uplift across tested variants. This project demonstrated that clarity, transparency, and trust communication are critical drivers of conversion in health-tech e-commerce. Small UX decisions around hierarchy, explanation, and guidance had a measurable impact on user behavior and business outcomes.