Delivered +410% growth in direct online sales through a conversion-focused homepage redesign
Impact
+428% increase in online acquisition
+410% increase in direct online sales
£500,000 campaign investment secured
First operator live for the launch
Context
The Samsung homepage takeover was a high-visibility campaign tied to a major device launch. The homepage is a key commercial entry point, meaning any disruption to the user journey could directly impact conversion and performance. The challenge was to deliver strong promotional impact without compromising clarity or usability.
Disrupting a high-converting entry pointFixed launch deadline aligned to Samsung’s keynoteSEO limitations due to non-indexable shop pagesCompeting priorities across internal and external stakeholders
The challenge
This project carried several risks:
Disrupting a high-converting entry point
Fixed launch deadline aligned to Samsung’s keynote
SEO limitations due to non-indexable shop pages
Competing priorities across internal teams and Samsung stakeholders
The solution needed to balance marketing visibility, usability and performance without compromising any one area.
My role
I was the sole UX designer on the project and led the experience end to end.
I introduced the concept of a homepage takeover, defined the layout strategy, and worked directly with Samsung stakeholders to align on requirements and priorities. I also collaborated closely with SEO, UI, copy and development teams to ensure the experience could be delivered effectively within technical constraints and tight timelines.
Approach
Designing for conversion, not just visibility
Rather than treating the takeover as a marketing layer, I focused on how users would move from the homepage into the purchase journey. This ensured the campaign supported conversion rather than distracting from it.
Replacing the carousel with a structured layout
The existing homepage relied heavily on a carousel, which split attention and required interaction to access key content. I removed the carousel and introduced a structured layout that surfaced all key devices immediately.
This included a primary container for the flagship device and two supporting containers for secondary devices, creating a clear and scannable hierarchy across desktop and mobile.
Making hierarchy explicit
Working with Samsung’s device priorities, I translated this into a clear visual hierarchy. The flagship device was given dominant placement, while supporting devices remained visible without competing for attention.
This reduced cognitive load and made it easier for users to understand their options quickly.
Designing for SEO constraints
Because shop pages could not be indexed, supporting landing pages were critical. I created SEO-informed wireframes based on search behaviour, ensuring content aligned with what users were actively looking for during the launch period.
Key decisions
Removed the carousel Replacing it with a static layout improved visibility and ensured all key devices were immediately accessible without interaction.
Dropped video to prioritise performance Video was initially considered but removed due to performance and technical constraints, reducing risk at launch and ensuring a consistent experience across devices.
Integrated the campaign into the core experience Rather than allowing the takeover to override the existing UX, I ensured it worked within established patterns to maintain familiarity and usability.
Outcome
The homepage takeover delivered a strong promotional presence while maintaining a clear and usable path into the purchase journey.
+410% increase in direct online sales compared to the S23 launch
+428% increase in total online acquisition
Delivered on time, aligned with Samsung’s keynote
First operator live in market
Samsung described the execution as “Best in Class”, with internal stakeholders highlighting it as the smoothest launch and merchandising rollout to date.
Impact
This work established a new approach to homepage takeovers within the business and influenced how future device launches were delivered.
It demonstrated the value of structured, conversion-focused design and strengthened collaboration between UX, marketing and external stakeholders.
Reflection
This project reinforced the importance of prioritising clarity in high-stakes environments. Removing unnecessary complexity and making decisive trade-offs ensured the experience performed effectively under pressure.
It also highlighted the value of close stakeholder collaboration in aligning competing priorities and delivering quickly without compromising quality.