More Than Doubled Conversion Rate – eCommerce Redesign for The Transport Library

The Transport Library hosts over 100,000 transport photographs, slides and negatives on their eCommerce website. Their collection dates back to the early 1900s, gathering a unique audience of enthusiasts with bespoke digital expectations.

Strategic Goals

As our loyal client, The Transport Library approached us at a time when their company was struggling to drive sales after an unsuccessful paid advertising campaign. We’ve managed to increase their conversion rate by 144.63%, along with other metrics and micro-conversions.


Nerd Cow has offered a comprehensive website audit to identify issues with the website. We have used modern analytic tools to track user interactions, purchase funnels and drop-off points in order to suggest SEO, design and feature choices that would improve the conversion rate of the website.

The Transport Library received an audit report that analysed:

  • audience preferences
  • customer behaviour
  • user journey & interactions
  • website design & features
  • the search visibility
  • SEO & metadata issues

Project deliverables

Performing the audit was a cost-effective way for The Transport Library to learn about the scope of potential changes. We have assigned one of the following categories to each improvement suggestion: essential, important, notable and optional. Establishing the priority of each task enabled us to implement the changes in multiple iterations, bringing value to the client after each phase rather than after a long and costly combined project.

Search engine and user interface redesign – Phase One

On top of a low conversion rate, we have identified issues with the functionality of the Home page search engine and the click-through rate on the search results pages (SERP). The old search engine was sophisticated and very flexible but the execution wasn’t friendly for an audience where 77% of people were in the 45+ age group.

Old Home page and search engine of The Transport Library.

Our solution was to design a modern Home page with a simple search feature, complemented by SERP filters. Additionally, we have simplified the navigation reducing the distractions and redundant category elements.

The 2019 redesign of The Transport Library.

Anonymous session recordings showed that visitors often scroll through their search results to look at the extensive library of images, but these pages didn’t give them the incentive to click on a product. With a cramped, grid layout and no details until a hover interaction, the search results pages were incredibly hard to navigate by default, let alone for Transport Library’s older than average audience.

Old product details and call to action buttons were not up to the modern standards anymore.

We have replaced the search results with a clean, more legible layout and attention-grabbing buttons. While in the case of The Transport Library the image is synonymous with the product, this approach helped us shift the attention of the visitors from browsing images to browsing products.

Our new design highlights call to action elements and improves the legibility, shifting the focus from imagery to the product as a whole.

Each product attribute and navigation element does a better job at attracting the attention of the visitor, which helped us improve the click-through and conversion rates of search results. What is even more important, we have managed to achieve all of that without negatively affecting other metrics. Visitors did not drop-off as often, their average time spent on page and session duration increased, and even though the new pages were longer, the scroll depth improved as well. On the Home page, the percentage of visitors who scrolled to the very end of the page increased by a whopping 289.1%.


increase in search results
click-through rate


more conversions from
search result pages


more time spent on page

Product page improvements – Phase Two

After improving the Home page and click-through rate on search results, the natural next step was to polish the Product page design.

Heatmap of visitors’ clicks on the old Product page.

Time spent on product pages was very low considering a high average session duration and as pictured on the heatmap, the vast majority of clicks were not related to a purchase. The “cold” heatmap around the size and quantity selection also indicated that many of the “Add to Cart” clicks were returning an error.

To tackle the issues with the Product page we have simplified the purchase options, making size selection easier and showcasing the prices. To address scrolling past numerous search results pages without product interaction, we have added a secondary call to action in the form of popular products below the description and reviews.

The redesigned product page.

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