Case study · Conversion rate optimization

Skeisan: conversion rate from 1.1% to 2.4%.

A premium tea store rebuilt around what each tea does, with bundles and email and SMS doing more of the selling.

1.1% → 2.4%Conversion rate

01 · The challenge

Shoppers asked what it does. The store answered with flavors.

Skeisan is a premium tea brand built on Japanese minimalism and health. The products had a loyal following; the store underperformed.

Wellness tea buyers arrive with a goal, like energy or recovery. The store made them browse by tea type instead.

02 · What we did

Discovery rebuilt around the three things Skeisan's teas are for.

UX
Three functional paths
The homepage leads with Energy & Power, Balance & Flow and Recovery & Regeneration. Tea types stay available for those who know what they want.
AOV
Bundles as the product
The Energy, Balance and Recovery bundles got their own pages, and bundle offers were A/B tested.
CRO
Benefit-first product pages
Each product page leads with what the tea does, with reviews and trust badges near the decision.

03 · Results