Optimizing a high-consideration purchase journey
My Role
Marketing Manager
Timeline
2019–2024
Team
Cross-functional
Impact
+30% Organic Traffic
How I transformed a text-heavy consultancy site into a product-first conversion engine, resulting in +35% lead conversion and +30% consultation bookings through strategic IA and friction reduction.
Imperial Harvest is a premium feng shui consultancy in Singapore. When I joined as the first marketing hire, the website wasn't doing its job—products were buried, the consultation booking process was clunky, and we were losing potential clients who couldn't quickly understand what made us different.
During my tenure, I led a major website redesign, working closely with the founder, external designers, and developers. My role was translating business goals into site structure, content hierarchy, and conversion flows—then iterating based on data.
The original website treated products as an afterthought. For a business where the products are the core offering, this was a fundamental mismatch. Visitors couldn't easily browse collections, compare options, or understand what they were looking at.
Products became the centre of the experience. Visitors could now self-navigate based on what they were looking for, reducing reliance on consultation calls just to understand the offerings.
We weren't ranking for terms our target audience was actively searching—"feng shui master Singapore," "bazi consultation," "jadeite feng shui." Competitors with weaker offerings were outranking us simply because they'd optimized for search.
Organic traffic increased by 30% within 12 months. We began ranking on page one for several high-intent keywords, reducing dependence on paid acquisition.
Our primary conversion goal was getting visitors to book a free bazi consultation. But the original booking flow asked for too much information upfront—name, phone, email, preferred date/time, questions.
The data showed significant drop-off at this form. And when leads did submit, our advisors sometimes took over 24 hours to respond. By then, interest had cooled. Responses went from warm to lukewarm to ghosted.
The friction wasn't just the form length—it was the asynchronous nature of the interaction. People had questions now. They wanted to talk to someone now. A form that promised "we'll get back to you" couldn't compete with that urgency.
Consultation bookings increased by approximately 30% in the first month after the change. The WhatsApp approach also gave the sales team more context—they could see what page the lead came from and tailor their opening message accordingly.
"Data reveals intent, not just behavior."
The form drop-off data told us people were leaving, but it took qualitative thinking to understand why—they wanted immediacy, not a callback. Metrics get you to the question; understanding users gets you to the answer.
"Simplicity is a feature."
The WhatsApp button felt almost too simple. But removing friction often feels like "not doing enough" until you see the results. Sometimes the best UX work is removing things, not adding them.
"IA is strategy."
How you structure information signals what you value. Putting products front and center wasn't just a design choice—it was a statement about what the business actually sells.
The website continues to evolve, but the core structure, conversion flows, and content strategy I developed remain in place.
Visit imperialharvest.com →This case study reflects work completed during my tenure from 2019–2024. Specific metrics are approximate based on available data at the time.