Luma Retail

Luma had invested heavily in brand and photography — the site looked premium. But the conversion rate was 1.1%, well below the 2.8% industry average for their category. The checkout was losing more than half its users at the payment step.

Mobile was the biggest problem: 73% of traffic was mobile, but mobile converted at 0.6%. The mobile experience had been designed as a scaled-down version of desktop rather than a native mobile experience.

We started with a full funnel audit using session recordings, heatmaps, and exit surveys. The data pointed to three specific friction points: product page load time (3.8s on mobile), a confusing size selection UX, and a checkout form that asked for too much information too early.

We ran five A/B tests in the first three weeks — each targeting one specific friction point with a clear hypothesis and measurable success metric.

The new product pages load in under 1s on mobile. We rebuilt the size selection with a visual guide that reduced size-related returns by 31%. The checkout was redesigned as a three-step flow with guest checkout as the default — no account creation required.

We added Apple Pay and Google Pay as primary payment options, reducing the payment step from 12 fields to a single tap for 60% of mobile users. The result was a 2.8× improvement in mobile conversion.