Homepage Redesign & Revenue Optimization

Cole-Parmer’s homepage hadn’t been updated in nearly a decade. As one of the site’s highest traffic pages, it needed a complete visual and structural overhaul to meet modern usability expectations and drive measurable revenue results.

Company

Antylia Scientific / Cole-Parmer

My Role

UX Strategy & Design Lead

Platform

Bloomreach CMS

Live site

coleparmer.com →

+25%

Revenue metrics increase post redesign

↑ Depth

Measurable increase in average scroll depth

~10 yrs

Of design debt addressed in a single project

The Problem

Cole-Parmer’s homepage was nearly a decade old. As one of the most visited pages on the site, it left an outdated impression that didn’t align with modern usability expectations, competitor benchmarks, or the company’s science-backed value proposition.

My Role

I led all UX strategy, research, design direction, CMS implementation, AI widget placement, and search and merchandising configuration. I worked embedded with IT, junior designers, and the Bloomreach platform team from initiation through final QA.

Redesigned homepage — improved visual hierarchy, modern layout, and AI-integrated content zones

Context

Why the homepage needed a full redesign

The homepage is one of the primary entry points for users. It frames the buyer journey and communicates the company’s identity and breadth. Without a meaningful change for nearly a decade, the page left an outdated impression that no longer aligned with modern usability expectations or competitive standards in B2B e-commerce.

An overall hierarchy needed to convey the company’s value proposition and offerings while providing the convenience of modern amenities. Visual hierarchy had to be reintroduced to generate effective conversion flow.

Constraints

What we were working within

Design required to remain within a fixed layout framework in Bloomreach CMS
Extremely tight project timeline with limited development resources
Required guiding engineering on building the new page template from scratch
No revenue disruption allowed during the transition period

Project Scope

Design, CMS, and AI widget implementation

The design was my team’s to create, but implementation also fell within my scope as the primary Bloomreach expert in the company. I worked with engineering to create the template framework for the new homepage, then built out all content, widget configuration, and promotional planning within CMS post launch.

Designed wireframes, mockups, and final layouts with updated visual hierarchy
Guided engineering on building the Bloomreach CMS template for the new page
Configured and launched AI driven recommendation widgets in key homepage zones
Owned the homepage content calendar post-launch, coordinating with Marketing on promotions and campaign alignment
Monitored scroll depth, click behavior, and revenue metrics via Google Analytics, Qlik, and Glassbox

Goals & Outcomes

What we set out to do and achieved

+25%

Revenue metrics increase

↑

Average scroll depth improvement

✓

Modern usability benchmarks met

The redesign improved visual hierarchy and scannability to support faster decision-making, strengthened the homepage’s value proposition for B2B buyers, and established a scalable content operations model with a managed editorial calendar that continues to serve the site today.