Client Overview

Imperial Stone is a Romanian supplier of decorative stone solutions, serving both residential and professional clients. With a focused portfolio of 6 core products, the brand built its reputation on product quality and reliability. However, its digital presence did not reflect the strength of its offering or support performance-driven eCommerce growth.

Challenge: Transforming Structure into Strategy

Imperial Stone needed more than a visual refresh. The website lacked conversion clarity, structured SEO content, and a user journey optimized for decision-making. Navigation was overcrowded, key trust signals were not sufficiently visible, and product pages did not prioritize action. The objective was to build a strong digital infrastructure aligned with long-term growth.

Phase 1: Website Redesign & UX Optimization

We began with a full structural redesign focused on usability and conversion flow.

Our priorities included:

• Improving header visibility and contact accessibility
• Simplifying navigation architecture
• Strengthening homepage value communication
• Creating a clearer purchase path

Our approach included:

• Adding visible email and phone details in the header
• Increasing logo contrast and optimizing search bar size
• Highlighting “Free Shipping” messaging
• Simplifying menus by removing redundant categories
• Rebuilding the footer with accordion functionality and structured links
• Reorganizing the homepage with clear product carousels, value proposition, and an “Our Story” section
• Removing out-of-stock products from featured collections

This phase created a cleaner, trust-driven interface built to reduce friction and guide users toward conversion.

Phase 2: SEO, CRO & Functional Enhancements

After stabilizing the UX structure, we focused on performance and visibility.

Category Page Optimization

• SEO-optimized category descriptions
• FAQ sections for organic visibility
• Replacing infinite scroll with pagination
• Sticky and extended filters (Brand, Reviews, Material, Capacity/Power)

Product Page Optimization

• Repositioned action section (Add to Cart, Wishlist, Volume Discount)
• Moved detailed descriptions below the product area
• Removed unnecessary share button
• Redesigned review layout for improved clarity

Results

The transformation positioned Imperial Stone as a structured, conversion-focused eCommerce platform:

• Clearer navigation and improved usability
• Stronger SEO foundations for organic growth
• Faster purchase decisions through optimized product layouts
• Enhanced credibility through structured content and reviews
• Scalable architecture aligned with long-term digital expansion

Conclusion

The Imperial Stone project highlights how strategic UX restructuring and SEO alignment can turn a standard website into a high-performing sales platform.

By combining structured SOW execution, conversion optimization, and search visibility improvements, we built a scalable digital foundation that supports sustained growth and positions the brand for long-term success in the competitive decorative stone market.