Pet food e-commerce web page redesign
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USA
Project overview
Raw pet food is a high-consideration purchase. Pet owners need to trust the product's quality and safety before committing to a subscription, and the existing site wasn't giving them enough confidence at the moments that mattered most.
I was brought in to redesign key pages of the site after GA4 data — provided by the Optimization Director — showed a low conversion rate across the purchase funnel.
Product detail page design
A clear active state (color + contrast) removes ambiguity in the flavor selector. I added accent-colored checkmarks highlight key benefits without competing with the CTA, and a full-width Add to Cart button gives the primary action clear visual priority.
Photography choices I made where pets actively enjoying the product over static product shots, reinforce an emotional, trust-based decision.
Comparison page design
A side-by-side table makes the subscription's benefits explicit — 5 extra perks (20% savings, customized plans, flexible delivery) checked off against the one-time option. Both CTAs stay visible, but visual weight clearly favors Autoship. A “Call a Pet Food Advisor” note sits right below the table, offering reassurance at the moment of comparison fatigue.
Subscription comparison page mobile version
Results during one month of testing
Session conversion
rate increased
+15.9%
Orders lifted
+25.9%
How I helped achieve these results
Moments where trust is decisive to the purchase decision are backed by consistent CTAs, making it clear where to interact. Product benefit information is delivered without ambiguity, right where confusion would otherwise cost the sale.
Understanding how the business handled its online sales — and the difficulty of simplifying its subscription process — was key to defining a simpler, clearer path for pet owners who needed, in turn, to trust the simplicity and transparency the purchase experience could offer. A raw pet food diet requires a trustworthy brand experience, one built through transparency, considered imagery, and usability principles that kept every step of the decision clear and easy to follow.