black friday conversion optimization

Increased organic traffic by 176% through improved navigation, SEO content, and reduced friction.

PROJECT TYPE

Landing Page Redesign

YEAR

2025

MY ROLE

UI/UX Designer

CLIENT

MO (SONAE)

THE PROBLEM

The existing Black Friday page lacked structure, SEO optimization, and clear navigation, resulting in low engagement and poor discoverability.

CookIA reduces cognitive load by centralizing planning, shopping, and cooking into one adaptive system.

THE GOAL

Improve organic traffic, user engagement, and usability during Black Friday month and the months leading up to it.

CookIA reduces cognitive load by centralizing planning, shopping, and cooking into one adaptive system.

Heat map data reveals user attention concentrated at the top, with minimal engagement below the fold, confirming critical content was out of reach.

CookIA reduces cognitive load by centralizing planning, shopping, and cooking into one adaptive system.

Traffic growth and user behavior

Traffic growth and

user behavior

Compared to previous Black Friday period, these improvements led to significant growth across key channels:

CookIA reduces cognitive load by centralizing planning, shopping, and cooking into one adaptive system.

+176%

Organic Sessions

Long-term traffic growth driven by SEO strategy

+181%

Mobile Sessions

Improved mobile-first navigation and faster access to categories

+216%

Paid Sessions

Reduced friction from landing to product discovery

Key user behaviors
during Black Friday

Deal seekers

Looking for quick discounts and clear offers

Christmas shoppers

Browsing categories to find gift ideas

Organic visitors

Landing from search with specific intent

INSIGHTS AND SOLUTIONS

From insight to design

INSIGHT

Users scan content under time pressure, especially during high-intent events like Black Friday.

CookIA reduces cognitive load by centralizing planning, shopping, and cooking into one adaptive system.

DESIGN DECISION

Surfaced high-demand categories above the fold to reduce time to first interaction during high-intent moments.

CookIA reduces cognitive load by centralizing planning, shopping, and cooking into one adaptive system.

INSIGHT

Users arriving from search have a clear purchase intent, not a browsing mindset.

CookIA reduces cognitive load by centralizing planning, shopping, and cooking into one adaptive system.

DESIGN DECISION

Provided direct access to product categories and gift guides to minimize friction and support fast decision-making.

CookIA reduces cognitive load by centralizing planning, shopping, and cooking into one adaptive system.

INSIGHT

Users often seek validation (dates, legitimacy, deals) before committing to a purchase during Black Friday.

CookIA reduces cognitive load by centralizing planning, shopping, and cooking into one adaptive system.

DESIGN DECISION

Introduced FAQ and educational content to build trust, support decision-making, and increased SEO-driven traffic.

CookIA reduces cognitive load by centralizing planning, shopping, and cooking into one adaptive system.

Design decisions must hold under real-world constraints.

From design to
implementation

Ensuring the experience performs under real-world constraints without compromising usability.

CookIA reduces cognitive load by centralizing planning, shopping, and cooking into one adaptive system.

Design

Adapted to real-world constraints like dynamic banners and content density.

Live implementation

The final experience preserves design intent while meeting performance and scalability constraints.

CookIA reduces cognitive load by centralizing planning, shopping, and cooking into one adaptive system.

Mobile-first architecture

Reduced load complexity and ensured stability during peak traffic spikes

Modular component system

Enabled fast campaign updates without redesigning layouts

Above-the-fold prioritization

Reduced time to interaction and improved content discoverability

Simplified example of reusable component structure

Traffic growth and user behavior

Traffic growth and

user behavior

To support rapid campaign iterations, the interface was built using reusable components.

CookIA reduces cognitive load by centralizing planning, shopping, and cooking into one adaptive system.

What I learned

This project reinforced the importance of aligning UX decisions with user intent while designing systems that scale under real-world constraints.

CookIA reduces cognitive load by centralizing planning, shopping, and cooking into one adaptive system.

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