You know that overwhelming feeling when you realize your website has become a digital hoarder's paradise, filled with products nobody can buy, images that don't load, and promotional content from campaigns that ended in 2019? That's exactly where EBOOST found themselves—over 600 products listed with no stock or images, creating a confusing maze that made it nearly impossible for customers to find what they actually wanted to purchase.

‍

Here's what every growth professional with established ecommerce sites learns eventually: every outdated product, broken link, and inconsistent design element creates friction that compounds into serious conversion problems. EBOOST's challenges went beyond just too many SKUs—they had design inconsistencies across pages, old promotional content still live, shipping rules that were hardcoded instead of dynamic, unclear loyalty value propositions, and integration issues between their email and gifting systems. At Glued, we've seen this exact scenario repeatedly: brands that prioritized growth over maintenance end up with websites that work against them rather than for them. The solution isn't trying to optimize around the chaos—it's systematically eliminating everything that doesn't serve current customers and business goals.

‍

This is where most agencies completely miss the opportunity with established brands. They want to add new features, build new pages, and implement new tools without first cleaning up the foundation that's causing problems. At Glued, we believe in subtraction before addition: remove what's not working before building what might work better.

‍

Every marketing executive with mature brands faces this prioritization challenge: how do you balance the exciting work of adding new capabilities with the unglamorous work of fixing existing problems? For EBOOST, our approach started with a comprehensive SKU audit that narrowed their product catalog from over 600 items down to 72 active SKUs that customers could actually purchase. We redesigned their product detail pages with clear hierarchy and improved layouts, created targeted ad creatives including Free Starter Kit promotions, updated their loyalty page with two design options, and implemented Free Gift in Cart logic that actually worked. The key was treating each improvement as part of a cohesive system rather than isolated fixes. At Glued, we've learned that when you clean up the foundation first, every subsequent optimization performs better because customers can actually navigate and understand what you're offering.

‍

Here's the truth that will change your next site optimization discussion: sometimes the biggest conversion gains come from removing things rather than adding them. EBOOST's 42% conversion rate increase and 45% AOV improvement came primarily from eliminating confusion and friction rather than implementing clever new features or tactics.

‍

You know that pressure you feel to constantly add new functionality while your core experience remains cluttered and confusing? This approach eliminates that tension entirely. By focusing on catalog cleanup, design consistency, integrated gifting mechanics, and dynamic shipping rules, we created an experience where customers could actually find and purchase what they wanted without getting lost in digital debris. The results proved that established brands often have more conversion opportunity in their existing traffic than they realize—they just need to remove the barriers preventing that traffic from converting. At Glued, we've seen this pattern consistently: clean, organized experiences always outperform feature-rich but chaotic ones, especially for brands with diverse product catalogs and multiple customer segments.

‍

If you're struggling with declining conversion rates despite having an established brand and steady traffic, these insights will transform how you approach site optimization. The opportunity is massive because most mature brands are still adding features instead of fixing fundamentals.

‍

1. Audit ruthlessly, keep strategically: We eliminated over 500 SKUs that were creating confusion without generating sales, keeping only the 72 products that actually mattered to current customers and business goals. This sounds obvious, but here's what shocked us: the conversion improvement came immediately because customers could actually find what they wanted instead of getting lost in irrelevant options. At Glued, we've learned that SKU audits often reveal more conversion opportunity than new feature development for established brands. If you want to book a call with us, we can show you exactly how this audit process works and what it typically reveals about catalog performance.

‍

2. Fix systems before optimizing tactics: You can't effectively optimize gifting, loyalty, or email integration when your underlying systems are hardcoded and inconsistent. We updated shipping thresholds to be dynamic rather than hardcoded, integrated Klaviyo popups with actual gifting mechanics, and created loyalty pages with clear value propositions because the tactics only work when the systems support them properly.

‍

3. Consistency beats creativity for conversion: EBOOST's design inconsistencies across pages were creating subconscious friction that hurt trust and conversion rates. Sometimes the most impactful optimization work is simply making everything look and work like it belongs on the same website. At Glued, we've learned that design consistency improvements often deliver immediate conversion gains because they reduce cognitive load for customers navigating your site.

‍

4. Remove old promotional content like your conversion rate depends on it: Because it does. Outdated promotional content and expired offers don't just look unprofessional—they actively confuse customers about current pricing, availability, and offers. We systematically removed all outdated promotional content and replaced it with current, relevant messaging aligned with active campaigns and inventory.

‍

5. Clean foundations make every optimization more effective: Here's the insight that every marketing leader should take to their next site improvement meeting: you can't build a high-performing conversion machine on a messy foundation. At Glued, we proved with EBOOST that cleanup work isn't just maintenance—it's optimization that makes every subsequent improvement more effective. Start with our Free Website Audit & Redesign to see exactly how much conversion opportunity is hidden in your current site structure, and discover why subtraction often delivers faster gains than addition for established ecommerce brands.

‍