StoneTooling

MGN Ventures

Digital Agency

Middle East • USA

Rebuilt the complete BigCommerce buying journey for StoneTooling. By optimizing product discovery, adding trust signals, and streamlining the cart-to-checkout flow, we removed friction for contractors navigating thousands of technical SKUs.

Cart & Checkout.Product Discovery.Product Page UX.Trust Signals · CRO

CASE: STONETOOLING · BIGCOMMERCE STONE & TILE TOOLS SUPPLIER

How We Rebuilt the StoneTooling Buying Journey - From Discovery to Checkout

70.2%

AVG. CART ABANDONMENT

48%

ABANDON OVER SURPRISE COSTS

15–30%

LIFT FROM TRUST SIGNALS

35.3%

POTENTIAL CHECKOUT UX LIFT

Going into this engagement, the challenge was clear:

StoneTooling.com is a BigCommerce store supplying professional-grade stone and tile tools to contractors and fabricators - backed by Bonanza Trade & Supply and serving the trade since 1995, with thousands of SKUs across a wide range of technical product categories.
Product pages lacked a clear content hierarchy, with long-form descriptions competing with the add-to-cart decision above the fold, and there was no confirmation step after adding a product to cart - leaving customers uncertain whether their action had registered.
Trust reinforcement was limited at the product, cart, and checkout stages - the moments where hesitation is most likely to cause drop-off. Product filtering and discovery made it harder than necessary to navigate a catalog spanning thousands of technical SKUs, and checkout lacked the visual reassurance needed to carry buyer confidence through to a completed order.

THE MISSION

Remove the friction between a contractor knowing what they need and completing the order – at every stage of the journey, from first search to final checkout.

What We Did – The CRO & UX Overhaul

Rebuilt product discovery with live price filtering, an organized category sidebar, and a consistent sort control.

Standardized product cards across collection and homepage grids for consistent price, options, and CTA presentation.

Restructured product pages to bring price, variant selection, and a dual Add to Cart / Buy Now CTA above the fold.

Added a trust signal bar (shipping, support, 30+ years of experience) directly beneath the primary CTA.

Introduced a dedicated Product Q&A path to reduce pre-sale hesitation and phone/email support load.

Built an add-to-cart confirmation popup with running subtotal and clear next-step actions.

THE RESULT WE DELIVERED – 12 MONTHS LATER

We delivered.

A clearer, more navigable path from product discovery to purchase

Consistent trust signals reinforced at every key decision point — product, cart, and checkout

Immediate feedback loops (add-to-cart confirmation) that reduce uncertainty

A checkout experience built around clarity over complexity

This is not a single redesigned page but a consistent system carried from product discovery through checkout. Measured performance data (conversion rate, abandonment, AOV) should be added here once available from StoneTooling's own analytics.

ENGAGEMENT METRICS

Visitors Actually Stay & Explore

A More Structured Buying Journey The rebuild touches every stage of the path from discovery to purchase, shown below in the redesigned product discovery and filtering experience – a clear sign of a more navigable path across a catalog of thousands of technical SKUs.

PRODUCT DISCOVERY & FILTERING

Live price filtering, an organized category sidebar, and a consistent sort control across a catalog of thousands of technical SKUs.

Business impact: Faster, more confident navigation across a catalog of thousands of technical SKUs

TRUST SIGNALS

A trust bar – fast shipping, expert support, 30+ years of experience – placed directly beneath the primary Add to Cart / Buy Now CTA.

Business impact: Reinforces credibility at the exact moment a purchase decision is being made.

ADD-TO-CART CONFIRMATION

A confirmation popup with running subtotal and clear next-step actions – proceed to checkout, continue shopping, or view the cart.

Business impact: Removes uncertainty about whether the add-to-cart action succeeded.

CHECKOUT

A single, focused email-first entry step, with the trust bar and order summary carried through from cart to checkout.

Business impact: Reduces last-mile drop-off at the highest-hesitation step in the funnel.

The Pages Doing the Heavy Lifting

PAGE TITLE

VIEWS

Mad Max Spin Master – Tile Leveling System

3,450

Tile & Stone Install System

2,180

Diamond Tools & Abrasives

1,620

Sections Improved

STAGE	WHAT CHANGED	ASSET
Discovery	Live price filtering, category sidebar, consistent sort	Fig. 02
Discovery	Standardized product card layout	Fig. 03
Product	Above-the-fold price, variant selection, dual CTA	Fig. 01
Product	Trust signal bar beneath primary CTA	Fig. 04
Product	Dedicated Product Q&A access	Fig. 05
Cart	Add-to-cart confirmation popup	Fig. 06
Cart	Redesigned cart with trust bar + save-cart	Fig. 07
Checkout	Single-field email entry, trust bar carried through	Fig. 08