30.5% lift in conversion rates by revamping the upper portion of the product page
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About
Our client’s makeup company provides an extensive selection of beauty products such as lipsticks, eyeliners, eyeshadows, and face makeup. The brand offers bold and vivid shades and formulas that cater to a wide range of skin tones and preferences. Additionally, they emphasize providing makeup products that are of excellent quality, cruelty-free, and reasonably priced to make them accessible to everyone
Problems we discovered
During an analysis of the product page, four significant problems were identified. These issues were as follows:
Poor User Experience:
Potential customers have a negative experience on the website, leading to higher bounce rates and lower time on site. This can reduce the website's overall credibility and make it less likely for potential customers to return.
Lack of Trust and Credibility:
Without features that build trust and credibility, such as testimonials and trust badges, potential customers may be less likely to trust the website and its products. This can result in lower conversion rates and missed opportunities for growth.
Limited Product Information:
The current design of the website may not provide potential customers with all the information they need to make informed purchasing decisions. This can result in confusion, frustration, and ultimately, lower conversion rates.
Missed Opportunities for Growth:
By failing to effectively communicate the value of the products, the website may miss out on opportunities for growth and revenue as potential customers are not convinced to make a purchase. This can limit the website's potential for growth and profitability.
This lack of clarity and persuasion may lead to low conversion rates and missed opportunities for growth and revenue.
Our Hypothesis
Including before and after images under benefits, testimonials with images and 5-star ratings, and a “How Does it Work” section in beauty products will improve the conversion rate and revenue for the brand. These changes are expected to improve credibility, build trust, demonstrate effectiveness, increase engagement, differentiate the brand from competitors, and educate potential customers about the product’s unique features and benefits. Ultimately, by making these changes we can increase sales and increase the conversion rate for the brand.
Our Solution
To enhance the overall performance and increase conversions, we carried out a comprehensive optimization process that effectively tackled the problems faced by the beauty niche site. The following modifications were made:
Before and after images added under benefits
Adding before and after images in beauty products can help to improve the conversion rate and revenue in several ways. By demonstrating the potential results, building trust, increasing engagement, and standing out from competitors, before and after images can help to convince potential customers to make a purchase and increase sales for beauty brands.
Before
After
Testimonials with images and 5-star ratings
Including testimonials with images in beauty products can improve credibility, build trust, demonstrate effectiveness, increase engagement, and provide feedback to the brand. This can ultimately improve the conversion rate and revenue by convincing potential customers to make a purchase, increasing interest in the product, and showing that the brand is committed to improving its product based on customer feedback.
Before
After
The "How Does it Work" section added
By educating potential customers, building their confidence in the product, and highlighting its unique features and benefits, the "How Does it Work" section can help to convince them to make a purchase, ultimately increasing the conversion rate and revenue for the brand.
Before
After
Results
These results were a positive indication that the redesign was successful in increasing the overall user experience and encouraging users to take action.
The 30.5% increase in conversions illustrated that users were responding favourably to the changes made, while the improved engagement metrics showed that users were more engaged with the website after the redesign. This provided useful insights into how different design elements could be used most effectively to encourage conversions.
