Dr. Loretta Skincare
Improving e-commerce
Challenge
The Dr. Loretta team was struggling with how to lift their brand voice and increase conversions in their shopping experience in the interim before a big website relaunch that was just months away. The “All Products” collection page lacked warmth, brand messaging to educate consumers, as well as key call-outs to value products and categories. Since this was the main landing page for Paid Media, it was imperative that as the Head of Digital and Content Strategy, I would identify some short-term but impactful fixes to improve the experience.
Role
Audit of the existing Products page to identify functionality issues, and what copy and CTAs needed updating
Competitive Brand Research to identify best practices, common microcopy and layouts users expect in the beauty space
UX writing and copywriting
Designed simple wireframes and mockups
Worked developer to ensure the landing page was redesigned with current user research and best practices
Tools
Hotjar - to see lost user or drop off in the flow with heatmaps and recordings
Google Analytics - to compare site activity pre- and post-launch
Adobe XD - for wireframes and mockups, and to present content edits
Original Shopping Experience
The Solution
Swap simple white backdrop imagery for lifestyle product photography for a more engaging shopping experience.
Each product in the shopping collection had a “Shop” CTA button which brought you to the product detail page (PDP). But if you were ready to Add to Cart and purchase now, you’d need to click into the PDP to then subsequently click the “Add to Cart” button there. As “Add to Bag” or “Add to Cart” are commonly used CTA phrases in the e-commerce shopping experience, my recommendation was to simplify conversions with “Add to Bag” buttons and functionality to replace previous “Shop” buttons.
Use “Value Set” and Dollar Value badges to indicate savings for specific sets. Many of the value skincare sets were not pulling much revenue as expected but were an excellent entry point for the brand. This solution was proposed to the team to call out savings clearly.
Add shoppable category banners through the shopping experience to drive traffic to top revenue-driving pages. These categories were identified as top revenue builders for the brand using Shopify and Google Analytics and in early designs made the experience feel more interactive and immersive with lifestyle imagery.
Add a new header and footer including valuable brand messaging and positioning for new users coming to the site for the first time from paid media.
Consolidate all products to one page versus the previous two, which had only a few products visible on each, to give easier access to all products.
Results
I was able to design clearer CTAs, messaging, and a more engaging experience that increased time on page by 30% and increased conversions. Hotjar also validated interest in brand copy and value messaging as we saw users spend time hovering and reading. We also saw an increase in clicking through to value products with new microcopy changes. Google Analytics and Hotjar recordings indicated an increase in click-throughs and interest in shoppable category banners, keeping users on-site longer.
Initial mockups and versions