EarthNWe Website CRO & Redesign

EarthNWe is a sustainability focused consumer brand operating in the eco friendly lifestyle and personal care category. The company sells everyday household and self care essentials made with plant based and naturally derived ingredients, positioned as alternatives to conventional mass market products. Its customers are largely urban Indian households and environmentally conscious shoppers who research ingredients and packaging before purchase, and who buy directly through the brand's own online store. As a direct to consumer business, EarthNWe depends on its website as the primary place where product education, trust building and checkout all take place.

Baclinc began by auditing EarthNWe's existing site, mapping the path from landing page to checkout and recording where visitors stalled, backtracked or dropped out. That audit shaped the redesign brief, so the new information architecture was built around the questions buyers were actually asking, with product benefits, sourcing details and certification proof placed above the fold rather than buried in secondary pages. The team rebuilt the product and category templates with clearer visual hierarchy, simplified navigation labels and a shortened form flow, then reworked the mobile layout first because that is where most of the brand's traffic was arriving. Calls to action were standardised in wording and placement across the site to remove the inconsistency that had been forcing visitors to relearn the interface on every page. Baclinc chose a conversion-led redesign over a purely cosmetic refresh so that the visual work and the commercial objective moved together, and left the site structured for ongoing testing rather than treating launch as the finish line.