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Client

Ding Mooncakes

Sector

Food & Beverage
(Luxury Gifting & E-commerce)

Offering

Conversion Rate Optimization,
UX Audit & SEO

Deliverables

CRO Audit • UX Optimization
• Purchase Optimization • SEO

Ding Mooncakes

AboutDing Mooncakes is a premium Singapore-based mooncake brand known for crafting beautifully presented, high-quality mooncakes that celebrate the Mid-Autumn Festival. While the brand had built strong seasonal awareness and generated healthy website traffic during the festive period, its online store wasn't converting visitors as effectively as it could.With a highly competitive gifting market and a limited seasonal sales window, every visitor mattered. Our objective was to identify the friction points preventing customers from completing purchases and optimize the entire buying experience to maximize conversions without increasing advertising spend.

The Challenge

Despite attracting qualified traffic, several issues were limiting online sales:

1. A complicated purchase journey that created unnecessary friction.

2. Promotional offers that were difficult to understand and redeem.

3. Checkout experience that interrupted purchase intent.

4. Product pages lacking clear trust and purchase motivation.

5. SEO opportunities that reduced visibility during peak search demand.

The Impact

Our CRO audit uncovered critical conversion opportunities.

1. Purchaser Rate increased from 1.6% to 3.4% — a 112.5% improvement.

2. First-Time Purchaser Rate increased from 1.6% to 3.3% — a 106.3% improvement.

3. A smoother purchase journey with reduced checkout friction.

4. Clearer promotional messaging and stronger purchase motivation.

5. Improved overall conversion performance through data-driven optimization.

Our SolutionOur Approach
To The Challenge

01

Conducted a comprehensive CRO audit.

We analyzed the complete customer journey from landing pages to checkout—to identify where visitors were dropping off and what prevented them from completing purchases.

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02

Identified conversion leaks through behavioural analysis.

Using UX principles and customer psychology, we uncovered friction in navigation, product presentation, promotional messaging, and checkout flow that negatively impacted conversions.

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03

Mapped friction points and recommended purchase flow improvements.

We proposed improvements to simplify browsing, clarify promotional offers, strengthen calls-to-action, improve trust signals, and reduce unnecessary decision-making throughout the buying process.

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04

Optimized for seasonal purchasing behaviour.

Because mooncake sales are highly time-sensitive, we recommended changes focused on helping visitors purchase quickly while making gifting options easier to understand.

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05

Improved discoverability with SEO recommendations

Our recommendations focused on maximizing the value of existing traffic rather than increasing ad spend.

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• Designing for change, driven by impact, focused on growth • Driven by impact, focused on growth  
• Designing for change, driven by impact, focused on growth • Driven by impact, focused on growth  
• Designing for change, driven by impact, focused on growth • Driven by impact, focused on growth  
• Designing for change, driven by impact, focused on growth • Driven by impact, focused on growth  
• Designing for change, driven by impact, focused on growth • Driven by impact, focused on growth  
• Designing for change, driven by impact, focused on growth • Driven by impact, focused on growth  

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