Modern Gents Trading Co. was founded on a simple idea: high-quality, conflict-free engagement rings and wedding bands should not cost a fortune. Trusted by over one million couples, they've built a loyal following around affordable luxury, lifetime warranty, and easy returns. They were driving significant traffic but their CVR was quietly compressing and they needed to understand why.
Services:
CRO Tasting Menu
Project Outcome:
ModGents received a full CRO Tasting Menu audit covering data analysis, heatmap and scroll map findings, session recording analysis, and UX redesigns across mobile and desktop. The audit was delivered with a Figma design file and a Google Sheet testing roadmap for seamless implementation.
Traffic wasn't the issue. CVR was declining on stable traffic volume, which pointed directly to a site performance problem. Mobile drove the overwhelming majority of sessions but had a meaningful conversion gap compared to desktop. And at the final step, checkout abandonment was alarmingly high across every device, signaling a trust or friction issue that no amount of traffic could fix.
I ran a full funnel audit using Shopify, GA4, and heatmap data and found friction at every stage. Visitors were bouncing back and forth between collection pages and PDPs repeatedly, a clear sign the navigation and collection experience wasn't making it easy to find and compare products. One key collection page was significantly underperforming every other page on the site and dragging the overall CVR down daily. On the PDP, UGC and review imagery were the most engaged elements on the page but were buried too far down to do their job.
I delivered a section-by-section redesign across the navigation, cart, homepage, collections, and PDP with every recommendation tiered as execute or test, paired with a Figma file and a prioritized CRO roadmap their team could hand directly to a developer.
