Improving Website Conversions for MitoQ Through CRO and UX Optimization

About the Project:

MitoQ is a global leader in cellular health, pioneering research-backed dietary supplements designed to support mitochondrial function. With a strong scientific foundation and international reach, MitoQ needed its website to clearly communicate credibility, guide users through complex health information, and convert visitors into customers efficiently.

MitoQ partnered with KARL Mission to conduct a comprehensive Conversion Rate Optimization (CRO) audit and build a structured A/B testing roadmap. The goal was to uncover friction points across the customer journey, validate design and UX opportunities, and identify clear, data-backed optimizations across key pages.

Alongside the website audit, we reviewed how email supported the broader customer journey, from first visit to repeat purchase. You can read more in our separate email audit case study.

Live site: mitoq.com

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Mission:

Deliver a comprehensive CRO audit that combines behavioral data, analytics insights, and UX best practices to improve conversions and inform a prioritized A/B testing roadmap.

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Process:

To ensure recommendations were grounded in both data and real user behavior, we followed a structured, research-led CRO methodology.

1. Client Brief: We started by developing a detailed project brief to clarify goals, define scope, and align on primary conversion objectives. This included identifying key audiences and user personas. We also collected and consolidated all prior user research provided by MitoQ. By grounding the audit in both business context and user intent, this step ensured every subsequent analysis was relevant, focused, and actionable.

2. User Journey Analysis: We analyzed the end-to-end purchase journey, including product discovery, cart behavior, and checkout flow. This included reviewing the number of steps to purchase, friction points in the checkout process, and opportunities to simplify and accelerate conversions.

3. Analytics Report: We conducted an in-depth analytics review using multiple data sources:

• Historical data from Google Analytics Universal, compared against newer GA4 data following a big website update
  
• Google Search Console for organic search insights
  
• Historical A/B testing data from Google Optimize
  
• Google Ads performance data
  
• Looker Studio dashboard
  
• BigCommerce commerce and transaction data
  

This multi-source approach allowed us to identify performance trends, behavioral patterns, and high-impact optimization opportunities.

4. Hotjar Analysis: We reviewed heatmaps for top-traffic pages and analyzed session recordings to observe real user behavior. This helped uncover usability issues, scrolling behavior, and areas of friction that were not immediately visible in analytics alone. All findings were translated into clear UX recommendations.

5. Competitor Benchmark Report: We analyzed both direct and indirect competitors to identify:

• Industry design and UX trends
  
• Common product page and checkout patterns
  
• Trust-building and conversion best practices

By understanding how competitors approach layout, messaging, and navigation, we identified opportunities for MitoQ to improve performance and stay competitive.

6. UX/UI Recommendations: Based on all findings, we translated our recommendations into Figma mockups, allowing MitoQ to visualize proposed changes. These covered:

• Above-the-fold optimization
  
• Light vs dark design considerations
  
• Product page layout improvements
• Blog and content structure
  

• Checkout and cart optimization
  
• Navigation, search, and footer structure
  

7. A/B Testing Roadmap Development: After completing all audits and research, we compiled the insights from each report into a single, actionable A/B testing roadmap. This roadmap included:

• Contextual observations from analytics, Hotjar recordings, and competitor benchmarking
  
• Hypotheses and recommendations for improving conversions and user experience
  
• Test ideas outlining exactly what should be A/B tested
  
• Figma mockups demonstrating proposed design changes
  
• Prioritization based on potential impact and ease of implementation

This step provided MitoQ with a clear, structured plan for experimentation, ensuring that each optimization was data-driven, contextualized, and ready to be tested for measurable results.

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Solution:

Our CRO audit resulted in a set of prioritized UX and UI recommendations, designed to reduce friction, improve clarity, and support conversion across key touchpoints.

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Product Page Optimization

Key recommendations included:

• Adjusting above-the-fold content so more information is visible without scrolling
  
• Moving product images to the left and product information to the right, aligning with common competitor layouts and observed user behavior in Hotjar recordings
  
• Incorporating infographics within product images to communicate benefits visually
  
• Adding product image thumbnails to preview available information
  
• Relocating breadcrumbs to the top-left for better usability
  
• Placing trust elements and statistics directly below high-engagement product imagery
  
• Increasing pricing prominence using white rather than red for improved readability and perceived clarity
  

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Blog Article Template

To improve content engagement and discoverability, we recommended:

• Reducing above-the-fold height so users reach article content faster
  
• Moving breadcrumbs to a more standard top-left position
  
• Adding an email newsletter sign-up in the side column
  
• Including related blog content in the side column to encourage deeper engagement
  

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Cart Optimization

We identified a key friction point when multiple products were added to the cart. Our solution:

• Introduce a sticky checkout button to ensure the primary CTA remains visible above the fold at all times, even as cart length increases
  

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Navigation Enhancements

Navigation recommendations focused on clarity and product discovery:

• Implementing a mega menu for the Shop section
  
• Listing all products directly in the mega menu
  
• Highlighting the most popular product
  
• Adding a “Shop by Health Goal” section to support intent-driven browsing
  

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Footer Improvements

To support usability and internal linking:

• List all products in the footer
  
• Group secondary links into clearly defined categories
  

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Conclusion:

Through a comprehensive CRO audit combining analytics, behavioral insights, competitor analysis, and UX design recommendations, KARL Mission helped MitoQ uncover actionable opportunities to improve conversions and user experience. Our research focused on how users allocate attention, identifying where people look, what they engage with first, and which elements are overlooked. By ensuring that the most important information is seen at the right moments in the journey, the resulting insights and mockups provided a clear foundation for A/B testing and ongoing optimization across the website.

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Ready to Improve Your Website’s Performance?

If you’re looking to turn insights into measurable growth through CRO, UX optimization, and testing strategy, KARL Mission can help. Book a free consultation and let’s discuss how to unlock more value from your digital experience.