Buildsight

Graza: Engineering Conversion at Scale

2023–2024

Overview

Graza is a modern food brand built for the everyday kitchen but its website wasn’t keeping pace with rising demand. Traffic was strong, brand recall was high, yet conversions lagged. Growth required more than aesthetics; it needed a performance-led buying journey engineered for speed, clarity, and intent.

Challenges

High intent traffic. Underperforming conversion.

Despite strong brand pull, Graza’s website was converting at just 1.55%. Complex navigation, slow PDP load times, and diluted value communication were creating friction across the funnel leaving significant revenue unrealised from already-acquired traffic.

Solution

Design for intent. Build to convert.

First Sight rebuilt Graza’s website with a single objective: maximise conversion from existing demand. We re-architected PDPs, simplified decision paths, and introduced clarity-first storytelling around usage, benefits, and pricing. Speed, hierarchy, and checkout flow were optimised to remove hesitation and compress time-to-purchase.

Results

The results speak for themselves.

Lift in website conversion rate

+46%

Revenue potential per visitor

5.6×