Ongoing UX improvements for a pan-European poster brand
Artsy Fartsy
Artsy Fartsy is a fast-growing eCommerce brand selling curated art prints and posters across Europe. With a wide range of modern and minimalist designs, they appeal to a broad audience — from interior design lovers to casual home decorators.
As a design-led brand, Artsy Fartsy had invested heavily in photography, branding, and aesthetics. However, as they began scaling their traffic through organic and paid channels, the team realized they needed to improve how efficiently their website turned visitors into customers.
The Challenge
Unlike many CRO engagements focused on one key page or issue, our work with Artsy Fartsy has been more iterative — spanning several small but strategic enhancements over time.
Early on, we conducted a full audit of their core funnel, focusing on product listing pages, product pages, cart, and checkout.
A few recurring friction points stood out:
On product pages, size and frame options were unclear, especially on mobile
The image gallery was hard to navigate, especially for users who wanted to zoom or see framing examples
The cart UI was underwhelming and lacked urgency or guidance
Lack of cross-selling or upsell suggestions, even though many users were purchasing multiple posters at once
Additionally, our analytics review and heatmap tracking suggested:
A high bounce rate on mobile PDPs (Product Detail Pages)
Users frequently clicking non-interactive elements (false affordances)
Low engagement with FAQ or sizing info, likely due to poor placement
The Solution
Our approach was to treat the site as an evolving system — optimizing one area at a time while keeping long-term consistency and brand identity in mind.
Some of the key changes we’ve implemented together include:
Redesigned product page layout, with improved hierarchy and clearer selections for size, frame, and orientation
Introduced visual frame previews, allowing users to see what posters would look like in different styles
Added sticky ‘Add to Cart’ buttons on mobile to reduce friction and improve visibility
Created a persistent FAQ block near the cart section to handle sizing, shipping, and returns questions at key decision moments
Helped structure and prioritize new upsell opportunities, such as related prints or multi-buy offers
Rolled out A/B tests on cart drawer redesigns, layout variants, and different framestyle images
Created a CRO roadmap, helping the internal team better understand what to test next based on user behavior, not just intuition
Importantly, our work also included training and enablement — helping the Artsy Fartsy team understand how to track user behavior more effectively, interpret data, and identify which future changes to prioritize.
Results
Because much of this work has been gradual and layered, it’s difficult to attribute a single performance boost to one change.
However, across the last 6 months:
The bounce rate on mobile PDPs dropped by 18.7%
Cart abandonment decreased by 9.2%, especially after cart UI changes
Customers purchasing multiple items per order increased by 12.4%, following cross-sell improvements
Internal satisfaction with website clarity and flow improved, enabling smoother collaboration between design, marketing, and support teams
Artsy Fartsy continues to work with us on a retainer basis as we support ongoing experimentation and refinement.
Ready to take the
next step?
Then we are right answer
- When increasing ad-spend no longer works
- When you want to understand your users
- If you are a D2C e-commerce store
- If your traffic is over 5000 visitors/mo