Product Growth Case Study
Increasing E-commerce Conversion by Eliminating Choice Paralysis
Project: Miracle Seriki Store
Platform: store.miracleseriki.com
Role: Product Growth Manager
Timeline: November 2025
Overview
The e-commerce store was generating strong traffic from Meta Ads but converting very few visitors into customers.
After analyzing user behavior and identifying the root cause, I redesigned the sales funnel using single-product landing pages aligned with each ad campaign.
This simple but strategic change increased conversion rates dramatically and scaled the store to 200+ monthly orders.
The Problem
Meta Ads campaigns were generating traffic but not sales.
Observed Metrics
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High click-through rates from ads
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Significant website traffic
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Less than 1% conversion rate
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High advertising costs with low return
User Journey (Before)
↓
Store Homepage (30+ products)
↓
Customer confusion
↓
Exit without purchase
Customers clicked ads with clear purchase intent, but landing on a homepage with many product options created decision friction and abandonment.
Root Cause
The issue was choice overload.
When customers were presented with too many options, they struggled to quickly determine:
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which product was right for them
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what problem each product solved
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what they should buy immediately
This aligns with Hick’s Law, which states that increasing the number of choices increases decision time and reduces conversions.
The Solution
I redesigned the conversion funnel by creating dedicated single-product sales pages for each ad campaign.
Funnel Redesign
Before:
After:
Key Improvements
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Dedicated landing page for each advertised product
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Clear value proposition and benefits
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Single call-to-action (“Buy Now”)
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Integrated checkout process
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Product-specific ad tracking for performance analysis
New User Journey
↓
Landing Page (Product A only)
↓
Clear benefits + price
↓
One-click checkout
↓
Purchase
Results
Within the first month of implementation:
| Metric | Before | After |
|---|---|---|
| Monthly Orders | <10 | 200+ |
| Conversion Rate | <1% | 8–12% |
| Ad Efficiency | Negative ROI | Profitable |
| Customer Experience | Confusing | Clear & focused |
Funnel Improvement
Before:
After:
Same traffic, significantly higher revenue.
Product & Growth Skills Demonstrated
Growth Product Management
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Funnel optimization
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Conversion rate optimization
-
Experimentation and hypothesis testing
Product Management
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User experience design
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product strategy execution
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feature prioritization for growth
Business Analysis
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data analysis and root cause identification
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customer behavior analysis
Project Management
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coordinating design and implementation
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managing landing page rollout across campaigns
Key Learnings
This project reinforced several important growth principles:
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Simpler choices increase conversions
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Ad messaging must match landing page experience
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Focused funnels outperform generic storefronts
Future improvements could include:
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A/B testing different sales page variations
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adding urgency triggers (limited stock, timers)
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retargeting non-purchasing visitors
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email capture for abandoned cart recovery
Why This Matters
This project demonstrates my ability to:
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analyze product data and identify real problems
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understand user behavior and decision psychology
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design simple but high-impact product solutions
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improve conversion and revenue through experimentation
Project Links
Live Store:
Ecommerce Website
Example Product Page:
Sales Page
Note: When this case study was documented, the link was active. Due to a decision by the project owner, the platform may no longer be available.
Contact
Miracle Seriki
Email: miracleseriki@gmail.com
LinkedIn: Miracle Seriki
Open to Product Manager, Growth Product Manager, Business Analyst, and Project Manager opportunities.