Occhialidasole.it, which has been present on the Italian e-commerce market for years, was difficult to navigate for the user, with many products in the catalogue that had almost never been displayed. Through a careful study of graphics and navigability, in the new site users can find products far more easily, and the purchase procedure, made clearer and more fluid, has significantly increased the percentage of conversions. The SEO policies applied brought significant results, making the site obtain visibility at a national level.