Deck Converters · Website Redesign
Turning a cluttered DJ gear store into one built to convert.
A ground-up redesign of Deck Converters, a UK retailer of professional DJ equipment, rebuilding its ecommerce site for clarity and conversion.
About Project
Deck Converters is a UK retailer selling new and pre-owned professional DJ equipment, alongside servicing, part-exchange and DJ booth hire. The old site had grown organically over years, layering categories, banners and promos on top of each other until the path from landing page to checkout was buried. I redesigned the site end to end, solo, to make it clear what Deck Converters sells, why to trust them, and how to buy.
The problem
The previous site was visually chaotic, dense navigation with overlapping categories, competing banners and inconsistent product cards. Trust signals like reviews, warranty and servicing were scattered rather than reinforcing the brand. New visitors struggled to tell what made Deck Converters different from any other gear retailer.
The approach
Rebuilt the information architecture around how DJs actually shop: by category, by brand, new versus pre-owned. Simplified navigation into clear top-level groups, gave trust signals (reviews, warranty, in-house servicing, showroom) a consistent place on every page, and redesigned product and category pages around a single, obvious next step.
The website
Homepage, one clear hierarchy from trust to purchase
Catalogue, filterable by price, category, condition and brand
Product page, trust signals surfaced next to the buy button
Sell equipment, a 3-step quote flow replacing a buried contact form
DJ School, a new revenue line given its own page and booking form
Checkout, a single-page, 3-step flow with the order summary always visible
Results
+32%
Conversion rate, post-launch
-24%
Bounce rate on landing pages
3 → 1
Steps to complete checkout
My contribution
Owned this redesign solo, from research through to final screens, working directly within the brand's existing Shopify setup.
- Audit & research: Reviewed the existing site, competitor stores and customer reviews to identify where shoppers were dropping off.
- Information architecture: Rebuilt navigation and category structure around how DJs actually shop, by brand, by category, new versus pre-owned.
- Homepage & category design: Designed a clearer visual hierarchy, consolidating competing banners into one focused path to product.
- Product page design: Reworked layout to surface trust signals, reviews, warranty, in-house servicing, consistently on every listing.
- Visual system: Defined a consistent type, color and component system to replace the site's inconsistent product cards.
Outcome
A cleaner, more credible storefront where new visitors can immediately see what Deck Converters sells and why to trust them, with a shorter, more obvious path from browsing to checkout.
- Navigation: Replaced overlapping, dense categories with a structure shoppers can scan in seconds.
- Trust: Reviews, warranty and servicing now appear consistently, rather than being scattered or missing.
- Conversion path: Every category and product page now points toward one obvious next step.