Client Overview
Industry: Beauty & Cosmetics
Location: United States
Platform: Shopify
Services Provided: Landing Page Redesign, Product Page optimisation, CRO Audit, A/B Testing, Analytics Setup Organizations that systematically incorporate UGC across their digital presence achieve 29% higher web conversion rates than brands that do not use customer content strategies, per SocialTargeter, The Impact of UGC on E-commerce Conversion Rates.
Axiology is a sustainable beauty brand known for its plastic-free, vegan lipsticks and multi-sticks. Their products were high quality, their mission strong – but their website wasn’t converting that story into sales. The global skincare e-commerce average conversion rate was 3.0–4.0% in 2024, with beauty and personal care reaching 4.71% on some benchmarks, giving high-quality sustainable brands significant room above the 1–2% average for poorly optimised stores, per Statista, Global Conversion Rate of Skincare E-commerce 2024. 76% of consumers expect companies to proactively reduce their environmental footprint, and sustainable positioning in beauty e-commerce has become a primary purchase driver for a growing segment of online shoppers, per Mayple, 2025 Beauty Ecommerce Trends & Growth Strategies. Beauty and personal care e-commerce has grown from 14% online penetration in 2015 to 26% in 2024, with online sales now accounting for 38.4% of category revenue globally, making conversion optimisation more valuable than ever for DTC beauty brands, per Clickpost, Beauty Industry Ecommerce Market: Trends, Growth & Insights.
Goals & Challenges
Primary Goal:
Increase conversion rate and average order value (AOV) through improved user experience and optimised landing flow.
Execution Breakdown
A. Landing Page Redesign
- Simplified hero section: clear value prop + one CTA (Shop Plastic-Free Lipsticks).
- Added credibility indicators – cruelty-free, 100% vegan, and eco-certified badges.
- Reorganized sections to tell a story: problem → mission → product → social proof.
- Added real customer reviews and UGC content mid-scroll to build trust faster.
- optimised above-the-fold visuals for mobile, cutting bounce rates on smaller screens.
B. Product Detail Page optimisation
- Consolidated multiple image formats into a clean, swipeable gallery.
- Moved key info (shade selector, price, CTA) above the fold.
- Added benefit-focused bullet points (Plastic-Free, Lasts All Day, Multi-Use Formula).
- Introduced a subtle “shade suggestion” widget to help reduce purchase hesitation.
- Implemented tiered upsells and bundle recommendations (Save 10% when you Subscribe).
Key differences between Old and New versions
After 30 days of data-driven testing and optimisation, Axiology achieved 30% increase in Conversion rates across the whole website.
| Metric | Before | After | Change |
|---|---|---|---|
| Conversion Rate | 1.3% | 2.0% | +30% |
| Average Order Value (AOV) | $22 | $47 | +113% |
| Add-to-Cart Rate | 5.8% | 9.5% | +27% |
| Checkout Completion Rate | 42% | 63% | +18% |
| Bounce Rate | 58% | 35% | -22% |
| Monthly Revenue | Not disclosed here | Not disclosed here | +30% |
The CRO-driven redesign directly increased profitability per visitor, meaning Axiology was able to generate more revenue without increasing ad spend. Visitors who interact with user-generated content (UGC) on product pages convert at 161% higher rates than visitors who do not engage with UGC, according to Yotpo’s analysis of ecommerce customer behaviour, per Yotpo, How UGC Increases Conversion Rate for Ecommerce.
Ready to achieve similar results?
These results come from a proven ecommerce CRO process built around data, not guesswork. If you want to see where your store is leaking revenue, start with a free Shopify CRO audit or explore our Shopify conversion rate optimisation service.
