SBN Website Optimization:
Shop Optimization
Overview
SBN’s shop had been buried three levels deep under a “What’s New” dropdown — and even for visitors who found it, the experience was incomplete. Clothing items had no sizing options, there were no product categories, and no way to filter or sort the catalogue. The shop was added to the main navigation, given a full brand-aligned visual overhaul, and rebuilt as a complete end-to-end shopping experience.
Navigation & Visual Overhaul
The shop’s first problem was discoverability. Buried three levels deep in the navigation, it was effectively invisible to the majority of visitors. It was moved to the main navigation bar — accessible from every page on the site — and given a full visual overhaul to align with the rebuilt site’s brand palette and design system.
Product Catalogue & Filtering
Before the rebuild, the shop had no product categories and no way for visitors to filter or sort what they were browsing. Product categories were created across the full catalogue, and filtering by category, price, and size was added throughout — alongside sorting across five options.
Sizing options and quantity selectors were introduced to all applicable product cards, addressing a fundamental gap that made purchasing clothing items impractical.
Individual Product Pages
Each product page was reviewed and optimized to give visitors the information and controls they need to complete a purchase. Size selectors, quantity fields, and product descriptions were standardized across the catalogue.
End-to-End Purchase Journey
Every stage of the purchase journey was reviewed and optimized — from product browsing through to post-purchase confirmation.
A side cart was implemented to allow customers to review and adjust their order without navigating away from the shop page.
The cart page was optimized with a clear order summary and multiple payment options.
A custom post-purchase thank you page was built to connect the customer’s purchase to SBN’s environmental justice mission.
What This Made Possible
Before the rebuild, the shop was an afterthought — hard to find, incomplete in its functionality, and disconnected from the rest of the site’s design. Moving it into the main navigation and building a complete purchase journey from browsing to confirmation addressed every layer of that problem.
A visitor who arrives on the site, learns about SBN’s mission, and wants to support it financially now has a clear, functional path to do so — in a shop that reflects the same brand they’ve encountered across the rest of the site.