Essence Flow | Clothing Brand
Essense Flow is a U.S.-based women’s activewear brand focused on apparel for pilates, yoga, and stretching. The product line includes tops, leggings, jackets, and accessories designed around movement, comfort, and confidence.
About the client
The brand already had a strong identity and loyal customers, but its WooCommerce store felt outdated, slow, and difficult to use. Essense Flow came to WebSpirit for a redesign and migration to Shopify, with the goal of improving UX, product discovery, conversion rate, and average order value.
Challenges
- Move the brand from an outdated WooCommerce store to a faster, cleaner, and more scalable Shopify experience.
- The old website had slow performance, complicated checkout, weak navigation, and limited product discovery. Customers needed an easier way to browse collections, choose sizes and colors, compare products, and quickly move to checkout.
- Increasing engagement and average order value. Essense Flow had strong full-look potential, because many products naturally work together as outfits. The new store needed to support this through better merchandising, outfit-based recommendations, bundle offers, and cart upsells.
Discovery Stage
We started with an audit of the existing WooCommerce store. During this stage, we identified UX issues that affected the shopping journey, including slow browsing, unclear calls to action, weak product page engagement, and limited cross-selling opportunities.
We also researched leading yoga and activewear brands to understand what works in the market. The main insights were focused on strong visual hierarchy, authentic UGC, clean product cards, simplified cart flows, and faster access to products on mobile.
Based on this research, we created a redesign strategy focused on improving product discovery, strengthening trust signals, and creating a smoother path from homepage to checkout.
UX Approach
- Home. was designed to guide visitors into shopping quickly. The first screen featured collection banners to highlight key product lines, followed by a collection navigation section and best sellers block. We also added sections for new drops, customer care advantages, shop the look, and mood-driven collection banners. This created a balance between brand storytelling and direct product discovery.
- On collection pages, we simplified product cards by removing unnecessary short descriptions and keeping only the most important elements: product image, reviews, available colors, price, and CTA button. This made the catalog easier to scan, especially on mobile.
- We also used a grid layout for homepage collections instead of sliders, because grids make more categories visible at once and help users reach the right collection faster.
CRO Approach
The CRO approach focused on clarity, speed, trust, and reducing friction.
- We migrated the store to Shopify and used Shopify’s native checkout to create a faster and more reliable purchase flow.
- Product pages followed a proven apparel structure with product name, reviews, guarantee badges, size and color options, a clear CTA button, and a product image carousel. Product description, shipping information, and price-related details were placed in dropdown sections to keep the page clean and easy to scan.
- Avoided aggressive pop-up offers. Instead, we used softer placements like top notification bars, which keep important offers visible without interrupting the user experience.
- On mobile, we avoided oversized hero sections that take up the full screen. The hero was designed in a more compact format, so users could see the next shopping section sooner and start browsing faster.
AOV Approach
Essense Flow had strong opportunities for AOV growth because activewear products naturally work well together.
- We introduced “Complete the Look” sections to recommend matching leggings, tops, jackets, or accessories from the same outfit or collection. This helped customers build a full look instead of buying only one item.I
- Planned bundle offers, free shipping banners, and accessory upsells for yoga and pilates products. These mechanics encouraged customers to explore more products and add complementary items to their cart.
- Shop the Look banner directly into the catalog flow, styled like a product card. This allowed the offer to feel natural instead of aggressive.
Cart Experience
The cart drawer was designed as a final AOV and conversion layer.
Inside the cart, we used a free premium shipping progress bar and similar product recommendations based on the items already added to the cart.
For future testing, we recommended gift card offers, accessory upsells, and gift packaging options. Instead of overloading the cart from the start, the idea was to introduce new mechanics gradually, measure performance, and keep only what improves conversion and AOV.
