True Citrus: A simple but effective redesign
True Citrus is a consumer brand focused on simple ingredients, repeat customers, and everyday habits. As the company grew, it became increasingly important that the website supported those goals—clearly communicating value, encouraging subscriptions, and making purchasing friction-free.
The data told a familiar story: short visits, abandoned carts, overlooked subscriptions, and mobile users bouncing early. The site wasn’t confusing enough to cause frustration—it was confusing enough to quietly lose conversions.
Baseline performance told the story:
Short average session times, especially on product pages
High cart abandonment at key checkout steps
Low visibility and understanding of subscription options
Mobile users bouncing faster than desktop users
Navigation friction causing early exits
Users weren’t confused enough to complain—but they were confused enough to leave.
The existing website was built on older code and design patterns, which led to subtle—but expensive—problems across the user journey. Nothing was “broken” enough to trigger alarms, but together these issues added up to lost conversions.
The biggest offenders:
Confusing navigation that slowed users down and increased drop-off
Short session times due to low engagement and unclear content hierarchy
Cart abandonment caused by friction in the shopping flow
Subscription signups buried or under-explained
Mobile usability issues that made quick purchases harder than necessary
The site was doing just enough to function—but not enough to perform.
Same site, smarter UX, in budget & on time.
Instead of recommending a full rebuild, the proposed solution was a cost-effective refresh, that reused the existing framework while strategically upgrading the parts that were hurting performance.
By reviewing long-term analytics, studying e-commerce usability patterns, and working closely with the client, changes were identified that would have the biggest impact on revenue—without unnecessary development hours.
The approach focused on:
A visual restyle that modernized the site without touching stable backend systems
Streamlined navigation to reduce friction and improve session depth
Targeted custom development to smooth out the cart and checkout experience
Clearer subscription messaging and placement to drive recurring revenue
Mobile-first usability improvements where drop-off was highest
This allowed us to correct long-standing issues while keeping costs down and timelines tight.
IMPACT
By restyling the existing site and investing in a few targeted development updates, True Citrus was able to improve engagement, reduce friction in the purchase flow, and set the stage for stronger subscription growth—without the cost of a full redesign. Sometimes the best solution isn’t starting over. It’s knowing exactly what to fix—and what to leave alone.