Holland & Barrett
Less is more
In the course of the months, quite a few irregularities had crept into the web store. New promotions were introduced regularly which also needed a label, this together with a number of design patterns that gave unrest had to be adjusted.
The payment procedure was optimized for the UK market. A number of Dutch patterns that were missing caused drop-outs in the payment process. A huge gain was made by a few simple tweaks to achieve optimal conversion.