EQ State

EQ State is a Canadian loose-leaf tea company specializing in premium, small-batch blends made from 100% natural ingredients. With a commitment to balance, wellness, and sustainability, EQ State partners with family farms and co-ops to bring handcrafted teas that elevate everyday rituals.

The Challenge

Despite strong branding and high-quality products, EQ State’s website wasn’t converting visitors into customers as expected. Users were engaging with the content and adding items to cart, but checkout completion rates remained low.

The brand needed actionable insights and optimization to align its digital experience with the quality and intentionality of its products.

Our Strategy

We performed a full CRO (Conversion Rate Optimization) audit to identify usability friction, improve navigation flow, and enhance mobile performance. Our focus was on turning browsing sessions into purchases while maintaining EQ State’s premium, calming aesthetic.

Key initiatives included:

Comprehensive Audit

Analyzed user behavior, funnel analytics, and scroll maps.
Evaluated product-page hierarchy, CTAs, and checkout friction points.

UX & Funnel Optimization

Simplified the cart and checkout experience to reduce abandonment.
Enhanced product presentation with clearer value communication and improved mobile layout.
Optimized page load speeds for faster engagement and smoother transitions.

A/B Testing & Conversion Tracking

Tested variations of CTAs, hero messaging, and product-page layouts.
Implemented precise event tracking to measure improvements across the customer journey.

Impact

Our optimizations delivered measurable improvements across key metrics:

175% increase in conversion rate within the first three months.
Higher average order value due to better product visibility and bundled promotions.
Lower cart abandonment rate, improving overall purchase completion.
A more intuitive, visually cohesive user experience that reinforced the brand’s premium positioning.