Tile Factory Outlet
Turning Reliability into Revenue
Summary
Transformed an unreliable e-commerce site into a high-performing sales engine. Achieved +28.2% traffic growth and +75% quote requests by fixing technical issues and optimizing conversion paths.
The Challenge
Tile Factory Outlet's e-commerce site was plagued by technical issues: slow load times, broken product pages, cart abandonment. Customers couldn't reliably complete purchases. Revenue was stagnating despite strong brand reputation.
My Approach
- Audited entire purchase funnel to identify drop-off points
- Found critical issues: slow product images, broken checkout flow, mobile payment issues
- Prioritized fixes by revenue impact
- Implemented proper testing and quality assurance processes
- Optimized conversion funnel based on user behavior data
The Solution
Comprehensive e-commerce optimization: (1) Performance - optimized product images, implemented lazy loading, improved checkout speed, (2) Reliability - fixed broken payment integrations, eliminated cart errors, (3) Conversion - streamlined checkout process from 5 steps to 3, added trust badges, improved mobile experience, (4) Analytics - implemented proper conversion tracking and funnel analysis.
Measurable Impact
Better site performance improved SEO rankings
More customers requesting quotes for large orders
Fixed checkout issues reduced drop-offs
Mobile payment fixes drove significant revenue growth
Key Takeaways
E-commerce reliability = revenue. Every broken flow is lost money.
Mobile matters more than ever. 60% of traffic was mobile, but only 20% of conversions before fixes.
Test the full journey. Issues in checkout weren't visible until we tested end-to-end.
Performance impacts both SEO and conversions. Faster sites rank better and convert better.