Overview
DLG Arts is a multi-brand creative platform spanning art, apparel, and culture-driven products. While the brand had strong visual identity and product storytelling, the e-commerce experience lacked a clear conversion path.
This project focused on increasing the site's digital storefront performance—balancing brand storytelling with conversion-focused UX.
Objective
Increase overall conversion rate and revenue by:
• Clarifying the user journey across multiple brands
• Reducing friction in the shopping experience
• Strengthening product discovery and purchase intent
• Implementing CRO best practices across key pages
Increase overall conversion rate and revenue by:
• Clarifying the user journey across multiple brands
• Reducing friction in the shopping experience
• Strengthening product discovery and purchase intent
• Implementing CRO best practices across key pages
The Challenge
The site presented multiple offerings simultaneously:
• Fine art
• Apparel collections
• Sub-brands (You Fit You, Dripped n Art)
• Apparel collections
• Sub-brands (You Fit You, Dripped n Art)
This creates:
• Decision fatigue
• Unclear entry points
• Weak CTA hierarchy
• Decision fatigue
• Unclear entry points
• Weak CTA hierarchy
Users were exploring—but not consistently converting.
The Homepage
Homepage UX/CX CRO strategies that will be implemented to increase sales and engagement.
Enhanced product pages to increase conversion:
Updated Sign-up modal
Homepage SEO
The DLG Arts homepage copy was refined to improve search visibility and drive conversions. This included integrating high-intent keywords, optimizing content hierarchy (H1–H3), and tightening messaging to balance SEO with brand storytelling.
The result is a more discoverable, cohesive, and conversion-focused experience that strengthens both search performance and user engagement.
