When a well-loved sports brand can’t convert its website visitors into buyers, that’s not a product problem, it’s a user experience problem. That’s exactly what Kilowott found when we began working with Craft.no.
Craft Sportswear, founded in Borås, Sweden, has built a decades-long reputation for high-performance functional apparel.
Originally created to solve a simple athletic problem, moisture-wicking underwear for serious athletes, Craft has grown into one of Scandinavia’s most trusted sports brands. But even trusted brands can lose customers at the checkout screen.
Here’s how we helped Craft.no fix that.
Great Products, Friction-Filled Experience
Craft.no had strong traffic and a loyal customer base. But visitors were dropping off. The navigation was unclear, product discovery took too many clicks, and the checkout process added unnecessary friction at every step.
“With 70% of e-commerce carts abandoned and conversion rates averaging just 2–3%, a comprehensive audit identifies critical improvements to boost sales, optimize user experience, and enhance performance.” – Kilowott Web & Ecommerce Services
The challenge wasn’t just aesthetic. It was structural. And solving it required a combination of Conversion Rate Optimization (CRO) and UX redesign — done together, not in silos.
What the Data Told Us
Before writing a single line of new code or redesigning a single page, we audited Craft.no’s digital experience end-to-end. The findings shaped everything that followed.
Key friction points we identified:
- Navigation confusion – Categories weren’t clearly labelled, and users struggled to find products quickly
- No sticky navigation – Visitors lost context while scrolling through long product pages
- Buried best-sellers – Top-performing products weren’t being surfaced early in the browsing journey
- Checkout drop-off – Too many steps, too little reassurance, and no clear progress indicators
- Slow page load times – Speed issues were silently killing engagement before pages even loaded
These aren’t unusual problems. According to industry research, a 1-second delay in page load time can reduce conversions by up to 7%. For a high-traffic e-commerce store like Craft.no, that adds up fast.
CRO + UX Design, Working Together
At Kilowott, we believe CRO and UI/UX design are most effective when they’re aligned from the start. CRO tells you what users are doing; UX research tells you why. Together, they allow you to make changes with real confidence — not guesswork.
Here’s how we approached the Craft.no project:
1. Smarter Navigation with a Sticky Mega Menu
We restructured Craft.no’s site architecture with clear, intuitive categories so shoppers could find what they were looking for without second-guessing. A sticky mega menu kept the navigation visible at all times, reducing the cognitive load of browsing and improving the path to purchase.
The result: visitors spent less time hunting and more time buying.
2. Surfacing Best-Sellers and Key Products
One of the most impactful (and often overlooked) CRO tactics is putting your best products in front of users early. We redesigned the homepage and category pages to highlight Craft.no’s top-performing items, drawing attention to what customers already loved and making it effortless to add those products to cart.
“Brands aligning strategy with execution see up to 25% higher revenue growth and faster sales velocity.” – Kilowott for Brands
3. Simplifying the Checkout Flow
The checkout is where the money is made or lost. We stripped out unnecessary steps, added clear progress indicators, and made sure trust signals (security badges, return policies) were visible throughout the process. Fewer clicks. More completed orders.
This approach reflects what we consistently see in our ecommerce and web development work: a cleaner checkout experience directly reduces cart abandonment.
4. Site Speed Optimisation
Page speed isn’t just a technical metric, it’s a conversion metric. We ran a series of performance improvements that cut load times and kept users engaged from the first click.
Key stats worth keeping in mind:
- 53% of mobile users abandon a site that takes more than 3 seconds to load (Google)
- A 100ms improvement in load time can lift conversion rates by up to 1% (Deloitte)
- Page speed is also a Google ranking factor, meaning faster pages win on SEO and UX
5. A/B Testing to Validate Every Change
Rather than assuming what would work, we tested it. A/B testing allowed us to compare design variations, measure real user responses, and make data-backed decisions. This is the rigorous, iterative approach behind every successful CRO programme and it’s central to how Kilowott approaches ecommerce optimisation.
6. Personalisation That Made Shopping Feel Relevant
Finally, we implemented personalisation features to make the Craft.no shopping experience feel tailored surfacing relevant products based on browsing behaviour and making recommendations that fit each customer’s interests. When customers feel like a store gets them, they stay longer and spend more.
What This Project Teaches Us About CRO
The Craft.no project is a reminder that conversion rate optimisation isn’t about one magic fix.
It’s about systematically removing friction in navigation, in page speed, in checkout, in personalisation until the path from product to purchase feels effortless.
That requires a team that can bridge strategy and execution, design and development, analytics and empathy. That’s what Kilowott does.
If your e-commerce store is generating traffic but not the conversions to match, the answer is likely hiding in the details of your user experience.
A thorough audit covering navigation, speed, checkout flow, and product discovery can surface issues you didn’t know were costing you sales.
Ready to Optimise Your Online Store?
Kilowott works with brands across the Nordics, EU, APAC, EMEA, and the USA to unlock the full commercial potential of their digital platforms.
From UI/UX design and CRO to full ecommerce development and digital marketing, we deliver integrated solutions built around measurable results.
Want to know what’s holding your store back? Get in touch with our team and let’s find out together.
