CASE STUDY

Aventura Swimwear: Navigation & UX Optimisation to improve Product Discovery & Conversion

Improving product discovery, reducing friction and creating a more intuitive customer journey to support conversion and long-term growth.
project results

Measurable improvements across key customer journeys

XX%

XX% increase in product discovery

XX%

XX% increase in product listing page engagement

XX%

XX% increase in add-to-bag rate

the client

Aventura Swimwear

Aventura Swimwear is a luxury sustainable swimwear brand founded by Erik Leutar. Combining elevated design with responsible production.

Based in Croatia, each piece is crafted using regenerated materials, including recycled ocean plastics and discarded fishing nets. Transforming waste into refined, high fashion swimwear.

aventura swimwear
The challenge

UX not supporting product discovery

As the brand grew, the website experience had not evolved at the same pace.

Users were landing on the site, but product discovery wasn’t as intuitive as it needed to be.

Key issues included:

  • Navigation lacked clear structure across collections
  • Product discovery required too many steps
  • User journeys were not optimised for how customers browse fashion online

This created friction in the experience, limiting engagement and reducing the effectiveness of traffic being driven to the site.

Meaning the brand wasn't fully capitalising on the traffic being driven to the site.

aventura swimwear
our approach

Taking a holistic view

Rather than making isolated changes, we took a holistic view of the customer journey. Taking a look at how users moved from landing on site through to PDP engament.

We focused on:

  • Understanding how customers browse and shop within the swimwear categories and collection pages.
  • Identifying friction points within the navigation and site structure.
  • Aligning product, content and UX to support a more intuitive experience.

This ensured improvements weren't just visual, but directly tied to how customers browse, engage and ultimately convert.

what we did

Execution

We implemented a series of improvements across the site to support a clearer more effective user journey:

Navigation & Customer Journeys

  • Restructured the site navigation to improve clarity across collections.
  • Simplified pathways to key product categories to reduce friction in browsing journeys.
  • Reduced unnecessary steps within browsing journeys.

Product Discovery & Merchandising

  • Refined how products are grouped and surfaced to improve visibility and engagement.
  • Supported better visibility across collections.
  • Aligned merchandising with customer browsing behaviours.

Content & Brand Experience

  • Developed editorial pages to strengthen brand story telling and trust building.
  • Ensured consistency across content and product presentation.
  • SEO optimised key landing pages to improve performance of organic search traffic.

Data & Performance Tracking

To support ongoing optimisation, we implement tracking and reporting frameworks to give the brand clear visibility over performance.

  • Implemented advanced data reporting through setting up GA4 reporting dashboards.
  • Additionally, integrated Mailchimp CRM capabilities (e.g Website newsletter sign up banners)
  • Enabled clearer visibility over customer behaviour and engagement.
summary

Results & Impact

Following the optimisation work, we saw clear improvements across key engagement metrics:

• Increased engagement across product listing pages
• Growth in product detail views
• Improved flow from browsing to product interaction

Most importantly, the site now provides a stronger foundation for ongoing optimisation work, supporting conversion as the brand continues to scale.

Aventura swimwear

Key takeaways

For growing fashion e-commerce brands, performance issues are rarely caused by a single problem.

It is often the result of disconnected decisions across navigation, merchandising and content.

By aligning these areas, we transformed the expereince from fragmented to cohesive. Creating a digital experience that supports both the customer and the commercial goals of the client.

Discover Aventura Swimwear
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