All case studiesFurocityE-commerce · CRO
Revamped to focus on value & conversion
Redesigned the e-commerce experience for Furocity by Tyson Fury, with a focus on product value and conversion-rate optimisation.
The challenge
Furocity — the energy drink brand from Tyson Fury — had a store that looked the part but wasn’t converting. Visitors landed, browsed, and left without a clear sense of what made the product worth buying.
The approach
- Audited the funnel to find where intent leaked away, from landing to product page to checkout.
- Reframed the storefront around product value — the story, the benefit, the reason to choose it — instead of decoration.
- Rebuilt the product and checkout flow to reduce friction: clearer pricing, stronger social proof, and a confident path to purchase.
- A/B-informed the layout decisions and tightened the mobile experience where most traffic lived.
The outcome
A value-led redesign that put conversion at the centre of the experience — turning a good-looking store into one built to sell.