Fusalp x Webyn: turning UX micro-frictions into e-commerce performance

About Fusalp

Founded in Annecy in 1952, Fusalp is an iconic premium ski brand. It combines heritage, technical expertise and elegance, offering a range that blends high-end skiwear with contemporary sportswear.

In this context, e-commerce is a key growth lever to support the brand's international expansion. The online experience must therefore meet a dual challenge: driving conversions effectively while preserving Fusalp's premium brand image.

The challenge: improving conversion without compromising the premium experience

Fusalp's e-commerce website was already highly polished. The user journey met high visual
and functional standards, consistent with the brand's premium positioning

But even on a mature website, certain frictions can remain hard to detect. They don't necessarily block the user journey in an obvious way, but they create hesitation, slow down actions or prevent specific modules from fully delivering on their potential.
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The challenge was clear: push conversion optimization further without degrading the user experience or the brand's premium image.

Goals

For Fusalp, the goal was not to redesign the website, but to work with precision on the journey details that could still be limiting performance.

The priorities were as follows:

• identify invisible UX micro-frictions;
• facilitate certain key actions, such as adding to cart;
• make e-commerce modules more understandable;
• align navigation with visitors' actual interests;
• test each hypothesis before deployment.

The Webyn approach: a data-driven roadmap

With Webyn, Fusalp was able to structure its CRO roadmap based on real user behaviors.

The approach was organized in four steps:

1. analyze behavioral data;
2. identify frictions in the journey;
3. test optimization hypotheses;
4. deploy validated optimizations.

This method avoids decisions based solely on intuition. Each optimization is tied to a concrete user signal, then measured before being rolled out broadly.

Optimization #1: facilitating add to cart

On listing pages, Fusalp offered a quick view / add to cart feature. It theoretically allowed users to add a product directly from the listing page, without going through the product page.

But this feature was barely used: only 0.01% of visitors activated it. The analysis showed that the action lacked clarity for users, which prevented this lever from fully playing its role in the purchase journey.

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Optimization #2: clarifying the "Shop the Look" module

The "Shop the Look" module allowed visitors to discover and purchase the pieces associated with a complete outfit. But behavioral analysis revealed a friction: the module was poorly understood.

Users were rage clicking on the visual, trying to click directly on the clothes worn by the model. This indicated a gap between what the module actually offered and the way visitors thought they could interact with it.

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Optimization #3: aligning navigation with visitors' interests

Navigation analysis revealed a gap between the menu hierarchy and visitors' actual interests.

Behavioral data indicated that 26% of visitors were heading to Ski pages, compared to 13% heading to RTW pages. Yet the Ski category was not highlighted at the top of the main menu hierarchy.

Optimization #1: facilitating add to cart

Webyn made it possible to test several variants to clarify this action and make the journey smoother.

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Three tests were carried out:

• a "See more details" CTA;
• a redirect to the product page;
• an "Add to cart" CTA.

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The goal was to identify the most effective wording and behavior to make the action more understandable and facilitate adding to cart from the listing page.

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Optimization #2: clarifying the "Shop the Look" module

To make the module clearer, Webyn made it possible to test the addition of product packshots.

The goal was to help visitors identify each piece of the look more easily, moving from a global outfit view to a more explicit presentation of the available products.

This optimization made it possible to preserve the inspirational approach of the module, while making the experience more readable and more purchase-oriented.

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Optimization #3: aligning navigation with visitors' interests

Webyn made it possible to test a reorganization of the main menu, giving more prominence to the Ski category.

The goal was to align navigation with the intentions observed among visitors, in order to reduce the effort required to access the most sought-after categories.

This optimization also had a strategic dimension: better showcasing the most engaging universe for users, without disrupting the overall site architecture.