Skincare CRO program
Turning analytics, behavior data, and a phone in hand into a ranked set of experiments.
0.5×Mobile shoppers added to bag at about half the desktop rate, while viewing more products.
The test:A sticky add-to-bag bar, so price and purchase stay in reach on long mobile product pages.
9×Shoppers who searched converted about nine times better, yet roughly 1 in 25 visits used search.
The test:A visible search field in place of a header icon.
1.25×Orders with a kit ran about a quarter higher in value, and few orders had one.
The test:Complete-your-routine suggestions on product pages and in the cart.
2×Shoppers who finished the online skin analysis converted at more than twice the site average.
The test:Turn skin-analysis results into a ready-to-buy routine.
The problem
On a high-traffic DTC skincare site, the hard part of CRO isn’t generating ideas. Everyone has ideas. The hard part is knowing which ones the evidence supports.
The approach
I started with the data instead of the backlog. Analytics showed where shoppers dropped off. Session recordings showed where they hesitated. Then I walked the site on my phone, because the numbers only say where the problem is. The page tells you why.
From signal to test
Each signal became an experiment with a written hypothesis, a before-and-after wireframe, and guardrails. Two rules held across all of it: no discounting, because that isn’t how the brand competes, and no manipulative urgency. Most of the program was small, additive changes that could ship fast and teach the team something.
My role
As senior ecommerce experience designer on the in-house team, I did the analysis, the live-site audit, the hypotheses and wireframes, and the prioritization. I also built the internal dashboard the team used to review the program, and audited every figure in it before it went to leadership.
Where it stands
The first test is live. Quick-add on collection pages and gift thresholds in place of discounts are next in the backlog. Results will be added once they’re measured.
Want this kind of evidence for your store?
The Ecommerce UX audit starts the same way: the data first, then the phone, then a ranked list of fixes. $1,500, 1 to 2 weeks.