Make Value Obvious. Reduce Thinking. Increase Clicks.
A UX and conversion-rate-optimization engagement for a leading online fragrance & beauty retailer — five targeted interface changes across the listing page, homepage, and cart, each grounded in a before/after test and measured against real engagement data.
Project Overview
The client is a large online fragrance and beauty retailer with a catalog spanning hundreds of brands and thousands of SKUs. Their existing site converted reasonably well, but a full CRO audit revealed friction at nearly every stage of the funnel — from how products were scanned on listing pages, to how promotions were surfaced, to how offers were (or weren't) presented at the moment a shopper was closest to checking out.
Rather than a single redesign, we ran five focused, independently tested UX initiatives across the listing page, homepage, and cart. Each change was benchmarked against the existing experience and evaluated on real engagement, click-through, and conversion data.
The Challenge
Fragrance is a high-consideration, high-SKU-count category: shoppers are comparing price, size, and scent family across dozens of near-identical products. The original experience asked users to do too much of that comparison work themselves — requiring extra clicks, page reloads, and guesswork just to figure out if a product fit their budget or if a deal applied to what they wanted.
The goal across every initiative was the same underlying principle: reduce the cognitive and physical effort between “I'm interested” and “I clicked,” without redesigning the brand or overhauling the platform.
The original listing page buried pricing until a shopper opened a product. We surfaced price ranges and “up to X% off” discount framing directly on the product card, along with visual cues for bundle-deal eligibility — letting shoppers self-qualify by budget before clicking through.
- 01Instant price qualification: Visible price ranges let users instantly decide “this is in my budget,” cutting low-intent clicks and improving qualified traffic.
- 02Discount framing as a scroll-stopper: “Up to X% off” acts as a visual hook that pulls attention and increases interaction.
- 03Bundle eligibility as a value unlock: Tagging products as bundle-eligible created a curiosity trigger — shoppers clicked through to unlock the deal.
- 04Decision compression at the card level: Fewer steps between scanning and clicking reduced cognitive effort and increased high-intent visits.
+10% Engagement Rate · +15% Checkouts · +12% Conversion Rate
We reduced how often shoppers had to leave the listing page just to compare basic product details. Key attributes — price, size, variant options — became accessible in-line, keeping shoppers in a browsing, comparing state for longer.
- 01Reduced navigation friction: Users could access key product details without a full page reload.
- 02Faster decision-making: Quick access to price, size, and variant data helped shoppers shortlist products more quickly.
- 03Improved product comparison: Shoppers could evaluate multiple products in less time.
- 04Stronger shopping momentum: Fewer unnecessary detail-page visits kept shoppers engaged for longer.
+20% Add to Carts · +11% Conversion Rate · +21% Engagement Rate
The original brand-discovery module was a row of text-only logo tiles. We replaced it with image-led tiles built around hero product photography, giving each brand a visual identity shoppers could recognize at a glance.
- 01Visual decision-making: Shoppers connect faster with product imagery than plain text.
- 02Stronger brand recall: Product visuals improved brand recognition and trust during browsing.
- 03Improved scannability: Image-led tiles were easier to scan than the original text-heavy layout.
- 04Higher click motivation: Seeing hero products created desire-led clicks and deeper category exploration.
+21% Add Clicks · +10% Sessions · +15% Engagement
Promotions previously lived only on the homepage, far from the moment of purchase. We introduced relevant, high-intent offers directly inside the mini-cart — including low-cost add-on suggestions to help shoppers clear free-shipping thresholds.
- 01High-intent offer placement: Promotions were introduced at the mini-cart stage, where users are closest to purchase.
- 02Increased basket size: Bundle deals and discounts encouraged shoppers to add more items before checking out.
- 03Stronger purchase motivation: Visible savings nudged shoppers to complete their purchase faster.
- 04Improved offer discovery: Shoppers who missed earlier promotions still encountered relevant offers before checkout.
+15% Checkouts via Promos · +10% Cart Engagement · +12% AOV
The homepage originally surfaced a single promotional banner. We introduced a multi-banner promotional module highlighting several campaigns — seasonal deals, bundle offers, and discovery sets — in parallel.
- 01Expanded promotions: Users were previously exposed to only one deal at a time, limiting discovery.
- 02Multi-deal visibility: Multiple banners highlighted bundle offers and price-led promotions.
- 03Improved value communication: A clearer display of savings-driven campaigns improved purchase motivation.
- 04Higher homepage engagement: Rotating hero banners encouraged shoppers to explore offers rather than bounce.
+15% Overall Clicks · +10% Conversion Rate · +20% Engagement Rate
Results at a Glance
| Initiative | Key Metrics |
|---|---|
| Product Listing — Price Transparency | +10% Engagement · +15% Checkouts · +12% Conversion |
| Product Listing — Friction Reduction | +20% Add to Carts · +11% Conversion · +21% Engagement |
| Homepage — Brand Discovery | +21% Add Clicks · +10% Sessions · +15% Engagement |
| Cart — AOV Optimization | +15% Checkouts via Promos · +10% Cart Engagement · +12% AOV |
| Homepage — Promotional Visibility | +15% Overall Clicks · +10% Conversion · +20% Engagement |
Across all five initiatives, the pattern was consistent: shoppers respond to reduced friction and clearer value framing far more than to new features. None of these changes required a platform migration or a visual rebrand.
- 01Surface value early: Price, discount, and offer information moved earlier in the journey consistently improved qualified engagement.
- 02Meet shoppers at high-intent moments: The cart and mini-cart proved to be some of the highest-leverage places to introduce relevant offers.
- 03Visual context beats text: Image-led design outperformed text-only modules for both discovery and recall.
- 04Test in isolation, learn compounding: Running each change as its own before/after test made it possible to attribute lift accurately.
“Every change was small, testable, and measurable — and together they moved engagement, add-to-cart, and conversion across the entire funnel.”
Fragrance & Beauty RetailerCRO Engagement
Transforming digital vision into reality
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