Calibex is a shopping comparison site, a sub-brand of NexTag.

Sites like this are measured on two criteria: front-end conversion (revenue-generating clicks out to merchant sites) and back-end conversion (how many of those clicks result in a sale for the merchants). Calibex was a fair performer in the first category, but back-end conversion was so bad that many merchants were blowing through their entire months' budget without generating a single sale, and were leaving in droves.

I solved this by providing more product information on the product pages, presenting it more clearly and in a more attractive way that offered a more enjoyable shopping experience.

Front-end conversion went down slightly as a result of my redesign, but it improved dramatically on the back-end, by about 80%. Not only did this stem the tide of fleeing merchants, but it allowed Calibex to charge more for merchant placements.

Full-size screenshots are viewable here and here.

Before

After

click image to enlarge

click image to enlarge