eCommerce website optimisation for a smoother Australian clothing and homewares shopping experience.

The business and the brief

Introduction

Best & Less needed improvements to the online shopping journey across a broad clothing and homewares catalogue. The work focused on practical friction points: finding the right products, browsing during promotional activity, and reviewing a cart on mobile. Our contribution brought navigation, caching, image optimisation, and cart interface improvements into a focused eCommerce optimisation project.

At catalogue scale, small points of friction can recur across many shopping journeys. The project focused on specific parts of that experience rather than treating the work as a general brand redesign. Navigation, page delivery, and the cart were considered in relation to the tasks customers needed to complete.

What needed to change

The challenge

• A large product catalogue made navigation and product discovery more demanding.
• Page performance during promotional activity needed attention.
• Mobile cart interactions created friction at a critical point in the shopping journey.

Our approach · 01

Making a broad catalogue easier to explore

We reworked the mega-menu to provide clearer routes into the product range. The emphasis was on product discovery: helping customers orient themselves and reach relevant categories without unnecessary navigation.

A mega-menu is a decision-making tool for the customer, particularly when the store spans many product categories. The navigation work focused on understandable routes into the catalogue, helping visitors reach a relevant starting point before they begin comparing individual products.

Our approach · 02

Addressing performance across the storefront

Caching and image optimisation targeted the delivery of pages and visual assets. This technical work supported the browsing experience alongside the navigation changes, particularly where product imagery is central to decision-making.

Product imagery is central to online retail but also part of the page delivery workload. Addressing assets and caching together supports a more considered technical foundation for browsing. This work complements the interface changes by focusing on how the shopping pages reach the customer.

Our approach · 03

Refining the mobile cart experience

The cart interface was revised around the actions shoppers need before checkout. Clearer presentation reduces avoidable complexity in reviewing a selection and continuing through the purchase journey.

The cart sits between product selection and checkout, so unnecessary complexity at this stage can interrupt an otherwise clear journey. Refining the mobile interface focuses attention on reviewing the selection and continuing, keeping the practical purpose of the screen central to the design.

The work delivered

Scope of delivery

• Redesigned the mega-menu for intuitive product discovery
• Implemented advanced caching and image optimization
• Revamped the mobile cart UI to reduce friction