BRAH Electric
Bright Electric is an ecommerce retailer of electrical supplies. Despite steady traffic, checkout conversion was stuck well below industry benchmarks — signaling a design problem, not a demand problem.
Services
Full Journey Audit
Optimization
Industry
Electrical Supply / Ecommerce
Company Size
50-100 Employees
Timeline
3 Months
How BRAH Electric when from 0.63% conversion rate to 4.14%
The challenge
Stuck between 0.6% - 0.9% conversion for the past 2 years, the company struggled to maintain a footing in the market, let alone grow.
The website itself was working against them — dated design, unclear messaging, and a checkout flow that bled abandoned carts. They'd cycled through two agencies and a freelance designer over 18 months, each round producing a prettier site that moved the needle by fractions of a point. It wasn't until empathic's redesign that they began to see an improvement in buyer hesitation.
The approach
I started where the bleeding was worst — then rebuilt the whole path.
Bright's team already knew the full journey needed work. But redesigning everything at once meant slower validation and more risk. So we aligned on checkout and PDP first — the two pages where abandonment was highest and the fix would show up fastest in the data. Once that redesign was live and QA'd, I turned to the rest of the journey — tightening branding and consistency across every page so the improved checkout felt like part of one coherent experience, not a patch. That sequencing is what let the results compound instead of plateauing.
The Results
BRAH Electric finally could consider growth which such major returns and have now prioritized and annual review to continue to improve their product experience.
Conversion increased from 0.63% to 4.14% in the first week of launching new checkout and product page designs.
User engagement increased 207% on the product details page.
Product list click through rates increased 128%.
All funnel pages were AA WCAG compliant and AAA where feasible.
Home page drop off rates decrease 89%.
“Ryan really has done what I could not get agencies to do. The most thoughtful and intricate designer I've ever worked with and you could imagine how thrilled after we exceeded our 2x conversion goal.”
Marshall Lawlor
Head of Digital Product
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