ChenOne: Using UX Data & Heatmap Insights to Drive Conversions
About ChenOne
ChenOne is one of Pakistan’s most iconic lifestyle and fashion retail chains, known for its expansive range of apparel, home décor, and accessories. As a heritage brand with decades of market presence, ChenOne has successfully transitioned into e-commerce but faced digital bottlenecks affecting online sales and engagement.
The Challenge
While ChenOne had a live, fully functioning website, conversions remained low despite consistent traffic. Internally, the team believed the issue stemmed from poor user experience, but there was no clear direction on what exactly needed to change. Additionally, the site's visual design was outdated, and the overall UI lacked modern eCommerce standards, especially on mobile devices. The key question: Where were users dropping off, and why weren’t they buying?
Our Approach
We took a data-first approach, combining heatmap tracking, analytics behavior insights, and UI/UX audits to identify and address the root of the conversion problem, without guesswork.
Heatmap & Journey Tracking
We implemented heatmaps and session recordings to analyze:
• User click behavior.
• Scroll depth.
• Abandonment points across the product and checkout pages.
This revealed critical UX friction points like:
• Users struggling with filter and navigation systems.
• Poor mobile layout causing bounce on product pages.
• CTAs being ignored or placed ineffectively.Website Redesign & Theme Upgrade
Based on our findings, we fully revamped the website design and structure, ensuring:
• A modern, responsive theme aligned with global eCommerce UI trends.
• Optimized product grid layouts for faster scanning and clearer pricing visibility.
• Streamlined checkout flow and improved cart clarity.
• Faster loading times, especially on mobile.
Every design decision was backed by behavior data, not aesthetics alone.Conversion Optimization Strategy
Post-revamp, we implemented:
• Stronger CTAs placed at high-interaction zones.
• Sticky navigation for faster product browsing.
• Trust-building elements (delivery, return policy, reviews) added contextually.
• Better segmentation of home, fashion, and seasonal categories for easier browsing.