Case Study: How Pro Teeth Guard Used Conversion Crimes to Redesign Their Store and Boost Conversions

Jingping Ji (JP), founder of Pro Teeth Guard, had a clear mission: to provide custom-fitted night guards through an easy, affordable, impressions-by-mail process. But when it came to their website, customers weren’t getting the information they needed to purchase. JP knew a redesign was necessary, but it had to be driven by real data. That’s where Conversion Crimes came in, helping him uncover key user pain points and build a more effective, high-converting site.

Why Pro Teeth Guard Needed a Website Redesign

Although Pro Teeth Guard had a solid product, JP noticed that the site’s performance was lagging. Conversion rates were lower than expected, and while Hotjar analytics showed areas for improvement, it wasn’t clear what was causing users to drop off. JP realized he needed more detailed insights into user behavior to guide his redesign.

“We were redesigning the site, and it was crucial to figure out where friction points were and how to address them,” JP shared.

Redesigning an eCommerce store can be risky if you don’t know what’s working. Often, founders unknowingly remove features that were driving conversions. To avoid this, JP used Conversion Crimes to identify friction points and strengths on the old site. By addressing these in the design stage, his team could implement changes before development—saving significant time and money since redesign fixes are far cheaper before coding starts. Follow-up tests after the redesign ensured that the changes truly improved the site’s performance.

How Watching Real People Use the Site Changed Everything

To gain real insights, JP used Conversion Crimes to test both the desktop and mobile versions of his site with real users. “It was really helpful to see users go through our website and hear the conversation in their head,” JP said. By observing real interactions, JP’s team identified where customers were getting stuck or confused.

These insights were handed off to JP’s design agency to directly inform the new site’s structure, ensuring it addressed user pain points before developing the new theme.

The Changes We Made and Why They Worked

The conversion studies uncovered four key areas for improvement:

Clarifying Professional Lab Credentials

Customers didn’t realize the night guards were made in a professional dental lab, a major trust factor. “We had that on our website, but it wasn’t super clear,” JP said. This information was made more prominent in the redesign to build confidence.

Highlighting Product Durability and Warranties

Users were unsure about product durability and warranties. “Users weren’t quite sure about the durability or warranty of our products… so we’re also highlighting that benefit more clearly,” JP explained. Making these details obvious helped reduce hesitation.

Helping Customers Choose the Right Product

With four similar night guards to choose from, customers found the selection process confusing. In response, JP’s team implemented a quiz to guide customers to the right product. “The quiz has gotten a really high level of engagement,” JP shared, noting its success in driving better product selection.

Driving Conversions Beyond the Redesign

Pro Teeth Guard didn’t stop at the redesign. Using what they learned, they crafted landing pages for affiliates and PPC campaigns. “Some of the landing pages achieve conversion rates that were significantly higher than the overall website conversion rate.” Sure, the traffic was more focused, but it shows how conversion studies can unlock new opportunities to refine the entire customer journey, not just the website.

How the New Site Made Shopping Easier and Drove Engagement

With the insights from Conversion Crimes, JP’s team was able to design a new version of the website that addressed user confusion and improved the overall shopping experience. “We’re able to design a new version of the website that incorporates these issues and helps resolve them,” JP said.

The result? A more engaging, user-friendly site that helped customers feel more confident in their purchases.

What We Learned and What’s Next

For Pro Teeth Guard, conversion studies through Conversion Crimes were essential in building a higher-converting site. By observing real customer behavior, JP and his team reduced friction, improved product clarity, and created a more efficient shopping experience.

If you’re redesigning your store and want to make sure it’s user-friendly and conversion-focused, Conversion Crimes can give you the insights you need to create a high-performing site.