Bella Loungewear
A CRO and UX audit for a women's loungewear label, reviewing product-page clarity and mobile usability across a catalog of nighties, kaftans, and feeding-friendly styles.
Industry
Fashion / Loungewear
Platform
Shopify
Scope
CRO & UX Audit
Project Overview
Bella Loungewear sells women's nighties, kaftans, kurtis, maternity gowns, and pyjama sets, with feeding-friendly variants — zip, button, and pleated closures — offered alongside standard styles across the catalog.
This engagement was a conversion and usability audit of the existing Shopify store rather than a ground-up build — the focus was reviewing how clearly the catalog communicated fit, fabric, and feeding-friendly options, and where the mobile shopping journey could be improved.
Storefront details and any catalog counts reflect materials reviewed in August 2026.
Storefront Features
CRO Audit
Reviewed the store for conversion friction and usability issues across its category, material, and feeding-friendly browsing paths.
Product Page Review
Evaluated how clearly product pages communicated fabric, closure type, and fit information needed for a confident purchase decision.
Mobile UX
Reviewed how the Shop By Category and Shop By Material navigation, along with product pages, performed on smaller screens.
Customer Journey
Looked at the path from category or fabric browsing through to a feeding-friendly product selection and purchase intent.
Conversion Recommendations
Prepared practical recommendations for improving clarity, trust, and ease of purchase, particularly for shoppers seeking a specific feeding-friendly closure type.
Project Goals
Identify where shoppers — particularly those looking for a specific feeding-friendly closure type — might face friction or unclear information while browsing a catalog organized by both category and fabric, and surface opportunities to improve the mobile shopping experience.
The Approach
Customer journey review
Walked through how shoppers move from Shop By Category or Shop By Material browsing to a feeding-friendly product and purchase intent.
Homepage, collection & PDP inspection
Inspected collection filtering, bundle-offer messaging, and product pages for clarity and usability, with particular attention to feeding-friendly product information.
Friction identification
Flagged points where fabric, fit, or closure-type information could be clearer, and where mobile usability could be improved.
Prioritized recommendations
Compiled findings into a prioritized set of practical improvement opportunities for the brand.
Inside the Project
Storefront Experience
The audit created a clearer set of priorities for improving Bella Loungewear's product-page communication and mobile shopping experience, particularly for shoppers seeking a specific feeding-friendly style.
Technologies & Services