Role
UX/UI designer
Client
Beverex
Responsibilities
UX analysis, UX/UI design
Beverex website
Improving conversion with homepage redesign.
About
Beverex is a B2B beverage trade platform connecting suppliers and importers globally. The platform aims to simplify international trade through a centralised marketplace for discovering products, partners, and business opportunities. As part of its future growth, Beverex also plans to expand its ecosystem to include trade buyers.
The Problem
Although the website was attracting a relatively high number of visitors, conversion remained low. Users often dropped off from the homepage without signing up or requesting a demo. With that, they did not place many orders on the platform.
Initial observations suggested that visitors struggled to quickly understand what Beverex does, who the platform is for, and why it could be a better alternative to traditional sourcing and distribution methods.
Overview
The goal of the project was to improve user understanding and increase conversion through a homepage redesign. My role included conducting a UX analysis, identifying friction points, and redesigning the homepage structure and information architecture to create a clearer and more intuitive user journey for suppliers and importers.
Due to limited time and resources, the scope focused primarily on the homepage experience to evaluate how strategic UX improvements could impact conversion before redesigning the remaining pages.
Current Website
Key User Experience Insights
To better understand the cause of low conversion, I analysed user behaviour patterns, traffic sources, engagement metrics and navigation flows using Google Analytics. The analysis is based on data collected between 8 March and 8 May 2026.
The conversion rate reached 4.37%, with conversions defined as sign-ups, demo requests, and contact form submissions.
Users spend an average of only 31 seconds on the homepage. This suggests that the homepage may not communicate the platform’s purpose, value proposition or next steps clearly enough.
Users frequently move between the homepage and role-specific pages (Supplier, Importer, About). This indicates that visitors need additional context to understand who the platform is for and how it applies to their specific role.
Conversion typically occurs after users explore role-specific pages, suggesting that understanding how Beverex applies to their business needs increases conversion likelihood.
Design Decisions
Reorganise the homepage structure to present information in a clearer and more logical order.
Increase negative space and designed sections to fit within a single viewport where possible, improving focus and content processing.
Improve readability through left-aligned content, clearer spacing and scannable layouts.
Introduce clear section headings and hierarchy to improve navigation and SEO.
Add dedicated sections explaining Beverex's purpose, services and user roles.
Use diagrams and icons to communicate information more effectively.
Add interactive elements to encourage exploration while reducing visual clutter.
Link key informational and conversion pages.
New Style Guide
Mockup
Final Design
Reflections
This project strengthened my understanding of how analysing user behaviour and navigation paths can reveal key friction points in the experience. It showed me how UX principles can be applied directly to improve clarity, structure and decision-making on a page. Overall, it helped me turn behavioural insights into more intentional and user-focused design solutions.