Client’s Profile:
We are thrilled to share this inspiring case study with you where we helped our client from the beauty industry to give their website a refreshing revamp and achieve better results.
The beauty industry has become more competitive and challenging than ever before. Keeping up with the fast-changing trends and standing out in the huge crowd of competition is no mean feat in the beauty space.
Our client wasn’t any different. As a beauty brand with a prime focus to retain more customers, they had a difficult time figuring out effective ways to market their products in the eCommerce space.
Key Highlights
Goals
- Improve engagement on the website and reduce bounce rate
- Revamp the website and enhance the user experience
- Optimize conversion rates and increase the number of subscriptions and renewals
Outcomes
- A drastic decrease in bounce rate from 74% to 28%
- Enhanced customer journey and increase in CRO%
- 6X increase in customer retention through subscriptions
Objective
Our aim was to give our client a business makeover. With end-to-end optimization strategies, we wanted to completely redefine the user journey, restructure the marketing funnel, and thereby achieve desired milestones. Overall, our objective was to give their eCommerce business a facelift and keep customers coming back to them.
Problems
As a result of in-depth analysis, we discovered the following problems in their existing website:
- Poor optimization for mobile devices
- The content required to be assorted for easy consumption
- Lack of detailed and curated product information
- More clarity in categorizing the products to enable easy discovery the content
- Lack of trust factors and enticing elements to retain customers more
- Complex and distracting user journey
- Problems in product discovery and goal accomplishment
Strategy
We came up with a unique solution and a 3-step implementation process to resolve these challenges.
Step 1 – Drive engagement through curated product information
We ensured that all the product pages are mobile-responsive and load faster. Besides categorizing the products with appropriate segmentation, we curated and refined the product details page to enable easy product discovery. This made customers engage more on the website and consume more appropriate product content before making a purchase decision.
Step 2 – Foster goal accomplishment through minimized navigation
We ensured that all the product pages are mobile-responsive and load faster. Besides categorizing the products with appropriate segmentation, we curated and refined the product details page to enable easy product discovery. This made customers engage more on the website and consume more appropriate product content before making a purchase decision.
Step 3 – Improve customer retention through subscription models
Another major problem faced by the client was the hiccups in keeping customers coming back. Most of the buyers with a high likelihood of becoming regular customers only ended up to be one-time buyers due to various reasons. To fix this, we introduced monthly subscription models that allowed customers to subscribe to the products on a 3-month, 6-month, or 9-month basis. The best part is that these subscriptions had huge discounts compared to single-piece purchases. This became a win-win for both our client and the end-customers. Customers saved a lot whereas the client had an enhanced retention rate.
Results
1. Bounce rate reached new lows
Optimized landing pages, speedy page loads, and refined product content enhanced customer engagement on the website to a large extent resulting in the average bounce rate coming down to 28% from 74%. (That’s an incredible 3X improvement in engagement)
2. CRO% grew by 67%
As a result of the streamlined user journeys, more visitors proceeded to product checkouts and became customers. From an average 7% conversion rate, we helped the client see a 67% upsurge in the CRO% i.e., the eCommerce conversions improved to 11.69%.
6X More customers kept coming back
With our all-new packaging that enticed customers to save more by subscribing to 3-month, 6-month, and 9-month packages, the retention rate witnessed astronomical growth. Customers kept coming back six times more than usual, and a huge chunk of one-time buyers started becoming repeat customers.
Get started with the implementation
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