Shraddha Pradeep Kumar

Lifting | Rigging | Material Handling

Lifmex - Complete website revamp of a B2B e-commerce client

Role

UX/UI Designer

Team

Solo Designer - me;)

Duration

Jan-Apr 2024

Before

After

Pictured above: Before and after the revamp of LIFMEX website.

Overview

LIFMEX Industries, a leading B2B company specializing in material handling, lifting, and rigging equipment, approached Makreate Design Services to revamp their website with a focus on conversion rate optimization (CRO). I was responsible for redesigning their entire site, making the navigation more user-friendly and streamlining the product segmentation to help potential distributors easily find what they needed. By customizing the distributor journey to match the specific needs of different businesses, we were able to boost the conversion rate and deliver a seamless experience. The primary goal was to encourage visitors to fill out the form and become distributors for LIFMEX, so we focused on creating a design that would build trust and motivate them to take that step.

Problem

Before the redesign, LIFMEX’s website struggled to attract distributors and had a low conversion rate. The design was cluttered, outdated, and inconsistent, making it hard for users to navigate. The complex navigation and confusing product filtering system left potential distributors with limited information about both the products and the brand, which led to high bounce rates and poor conversions. The site simply wasn't engaging or informative enough to turn visitors into partners.

Design Process

We started the project with an onboarding form and a kickoff call to get a clear understanding of LIFMEX’s goals and vision for their website redesign. After that, I performed a detailed audit of their existing site and researched competitors to identify areas that needed improvement and figure out the best way to address the challenges.

With this information, I created low-fidelity wireframes to gather initial feedback and test the overall user experience. From there, I worked closely with the LIFMEX team to refine the designs, adding images, colors, and a design system that aligned with their brand identity. Since their audience is largely mobile-based, I made sure the mobile experience was seamless by following best practices.

Once the designs were finalized, I handed everything off to the Makreate development team, making sure the process was smooth and the designs were implemented accurately. As the only designer on the project, I also took responsibility for thorough quality checks to ensure the final site met all the requirements.

Pictured above: views of some of the final approved designs created for LIFMEX’s new website.

(Left to Right: Categories Page, Product Page, Services Page, Contact Page, About Us)

Solutions & Results

With the redesign of LIFMEX’s website, my goal was to tackle the challenge of converting visitors into distributors. To do this, I focused on building trust by providing detailed information about the brand, implementing clear and descriptive calls-to-action, and adding a "find a dealer" section. I simplified the product and category pages, ensuring they had enough product details and easy access to contact information. This allowed potential distributors to navigate the site effortlessly and reach out in just a few clicks. I also incorporated 360-degree views of products, giving users a complete sense of what they were exploring.

Throughout the project, I collaborated closely with the Makreate development team to make sure the new user journey was implemented smoothly on the website.

As a result, the site saw a 300% increase in monthly inquiries following its launch in April 2024 compared to the previous year. Not only did the redesign meet our goal of boosting conversions, but it also helped LIFMEX expand its business and attract more partners.

300%

Surge In Monthly Enquires

19X

Return On Intestment

61%

Increase In Conversion Rates

80%

Users Filled The Distributor Form

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