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Primethorpe Paving partnered with MageCloud to enhance website performance and increase conversions across both desktop and mobile devices. Through a completely redesigned UI/UX. We created a cleaner interface, faster navigation, and a seamless buying journey that led to higher conversions and increased revenue.
Hard-landscape Supplies
> 14 K monthly visits
Development, Design, Ecommerce Support
Our client transforms UK gardens and yards with dramatic before-and-after results, turning ordinary outdoor spaces into something extraordinary. We set out to mirror that same transformation on their digital home.
Just as they elevate the physical experience of their customers’ spaces, we elevated the user experience of their website – refining its navigation, visual hierarchy, and clarity to create a smoother, more intuitive journey.
Below, we highlight key updates and insights from our recent redesign work for Primethorpe Paving, provided by our UX/UI expert, Adam Forshaw.
The implemented redesign led to significant improvements across key performance metrics, demonstrating the direct value of UX/UI optimization.
Total revenue
Total purchases
Conversion rate
These results confirm that strategic UX enhancements can quickly translate into measurable business impact.
The client’s previous website was a bit heavily informational, text-heavy, and lacked a clear ecommerce conversion path.
Key issues identified:
The mission was clear:
Transform the site from a static informational website into a high-performing e-commerce experience.
We led with the most impactful area: the homepage.
This change was significant enough that the client approved an extended scope for full site redesign.
A simplified, category-driven menu (“Garden Paving”, “Paving & Setts”, “Paving Features”, “Accessories”, “Fireplace Hearths”) ensures users immediately understand the main product pillars.
The redesigns show a clean, structured megamenu layout with clear grouping and strong visual hierarchy.
This redesign focused on making it easier for customers to find the right paving products quickly. We restructured the megamenu into clear, intuitive groups – materials, colours, and styles -supported by simple icons and better visual hierarchy.
A promotional tile highlights key product lines without distracting from navigation.
For Paving Features, we introduced image-based tiles that help users instantly recognise categories like edging, walling, and steps.
The result is a cleaner, more scannable menu that guides users naturally, reduces friction, and enhances product discovery – all within a single, visually balanced block.
💡 Insight: Users browsing natural stone or porcelain materials require clear segmentation by product type. Reducing cognitive load directly improves exploration.
🚀 Impact: Enhances product discovery and supports SEO through clear navigation hierarchies, facilitating seamless navigation.
A dedicated benefit bar was added above the hero section, featuring:
– Free delivery
– Order samples
– Custom hearth sizing
– Expert advice
💡 Insight: Visitors often abandon purchases due to uncertainty. Displaying reassurance elements upfront builds trust and improves perceived service quality.
🚀 Impact: Reduces bounce rate and cart abandonment by reinforcing value propositions early in the journey.
A large, centered search bar was introduced near the top of the page.
💡 Insight: A significant segment of users browses based on colour, size, or specific stone types, searching for a primary conversion path.
🚀 Impact: Accelerates product discovery for high-intent users.
Utility icons have been grouped consistently on the right side.
💡 Insight: Consistency and recognisability reduce user friction and create a modern e-commerce feel.
🚀 Impact: Improves navigation predictability and supports faster shopping actions.
The homepage now opens with:
– A lifestyle patio image
– A bold headline (“Natural Stone & Porcelain Paving”)
– A prominent CTA button
💡 Insight: Lifestyle imagery creates emotional engagement, helping users imagine the product in their home.
🚀 Impact: Improves the likelihood of users moving directly into primary shopping categories.
A row of clickable colour swatches allows users to browse paving by:
💡 Insight: Colour is the fastest way customers narrow their selection — especially for paving where aesthetic match is crucial.
🚀 Impact: Accelerates filtering and improves the product-finding experience.
A product grid featuring: lifestyle images; sample buttons, pricing, sale badges, wishlist icons.
💡 Insight: Customers rely heavily on social proof and popularity indicators when choosing among similar materials.
🚀 Impact: Increases engagement and streamlines purchasing.
The homepage was strengthened with clearer visual navigation and trust-building elements.
Large material category cards (Sandstone, Limestone, Porcelain, Slate) now streamline browsing and guide users toward top products.
A dedicated educational block helps users understand which paving suits their needs, reducing uncertainty and improving confidence.
TrustPilot ratings were surfaced to reinforce credibility and influence conversion.
Finally, secondary categories like cobbles, walling, steps, and hearths were highlighted to increase cross-selling and broaden users’ awareness of the full product offering.
On mobile, we restructured the homepage to ensure a faster, more intuitive browsing experience. Key content blocks were reorganised into a clear flow, with simplified navigation.
Hero imagery was optimised for smaller screens, product cards were made more scannable, and colour/material filters became swipe-friendly for quick exploration.
The result is a mobile homepage that feels lighter, more responsive, and purpose-built for real customer behaviour – reducing friction, shortening the path to products, and significantly improving overall engagement.
This change was significant enough that the client approved an extended scope for full site redesign.
After the homepage success, during Phase 2, we’ve transformed the entire site into a cleaner, more intuitive, and conversion-focused experience.
The “Help & Advice” section shifts into a structured learning hub with clearer categorization and stronger interconnected content paths.
The redesign brings consistency to product grids, cards, filters, and content hierarchy across all pages, ensuring users can scan products faster and make decisions with less friction.
Overall, in Phase 2, we delivered a cohesive, modern interface that feels simpler, faster, and more aligned with user expectations on both desktop and mobile.
Comparing the period to the previous month:
Average engagement time per active user
Engaged session per active user
Items viewed
Engagement Rate: +69%
Sessions: Increased significantly (as shown in analytics overview)
Items Viewed: Increased → users explored more products
Conversion rate
Items purchased
Average purchase revenue per active user
Conversion Rate:
– Before redesign: 0.72%
– After redesign: 0.96%
– +33% increase in conversion rate
Total Purchases: +61%
Average Purchase Revenue per Customer: +28%
“Items Added to Cart” decreased slightly, but actual purchases increased, indicating:
Average engagement time per active user
Average purchase revenue per active user
1. Clearer pathways = higher engagement
Users now reach the products in fewer clicks.
2. Stronger visual merchandising
Homepage showcases top sellers and categories immediately.
3. Better product discovery
Improved listing pages and navigation make browsing intuitive.
4. Streamlined product pages
Less cognitive load → more confident buying decisions.
5. Entire funnel re-engineered
From landing → browsing → selecting → purchasing.
The project demonstrates how shifting an informational site to an e-commerce-optimised experience generates rapid performance wins.
MageCloud delivered:
The redesign transformed the client’s website into a scalable e-commerce platform with measurable business impact within weeks of launch.
MageCloud, a leader in bespoke web solutions, specializes in crafting tailored designs that elevate online experiences. With a track record of successful projects, MageCloud is dedicated to driving growth and success for e-commerce ventures.
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