The Beauty Crop SEO Case Study | Ecommerce SEO Agency

How our SEO tech audit of 600 checks boosted conversion rate for The Beauty Crop

The Beauty Crop – a vibrant and innovative beauty brand – is dedicated to offering plant-based, nutritional formulas that transform the skin from within without breaking the bank. Partnering with Honchō, we undertook a project to enhance their online presence through a comprehensive technical audit focused on improving conversion rate optimisation (CRO) and user experience (UX).

CHALLENGE

Our technical audit, which included over 600 checks, revealed several areas for enhancement, particularly in UX and CRO, where the brand scored 36%. A critical issue identified was the call-to-action (CTA) colour scheme, which did not effectively distinguish between primary and secondary CTAs.

Additionally, the primary red CTA, aligned with the brand's colour scheme, inadvertently signalled danger, potentially discouraging user interaction.

The Beauty Crop - Ecommerce SEO Case Study

STRATEGY

Our strategy involved a thorough colour palette review and a revamp of the CTA and promotional messaging colours to enhance clarity and usability while maintaining brand cohesion. This included:

Technical Audit: Conducted 600 checks covering technical SEO, content quality and optimization, UX, CRO, and analytics.
Colour Palette Review: Selected distinct colours for primary and secondary CTAs and promotional messages that complemented the brand's aesthetics but stood out to guide users effectively.
Button Colour States: Reviewed and updated button colours for various states, including default, hover, active, focus, disabled, loading, and toggle.

IMPLEMENTATION

We implemented the following changes to improve user experience and engagement:

Primary CTA: Changed from red to green to convey a positive, action-oriented message.
- Effectiveness: Differentiating the primary CTA colour from the brand scheme enhances usability and increases conversion rates. A consistent primary CTA across all pages ensures a seamless user experience, making key actions like "Add to Basket" or "Checkout" easily identifiable site-wide.
Secondary CTAs: Assigned distinct, complementary colours to ensure they stood out without clashing with the primary brand colours.
- Effectiveness: Differentiating secondary CTAs with distinct colours helps users prioritize actions, reducing visual clutter and guiding attention to important actions like "Learn More" or "Shop Now."
Promotional and Core Information: Used different colours for promotional information to ensure offers and discounts stood out without competing with primary and secondary actions.
- Effectiveness: Ensuring promotions are noticeable and effective while maintaining a clear visual hierarchy.
Button States: Ensured that all button states (default, hover, active, focus, disabled, loading, toggle) followed best practices for usability and accessibility.

RESULTS

The changes we implemented led to significant improvements in key performance metrics:

Conversion Rate: Increased from 2.56% to 4.12%.
Revenue: Increased by 42%.
Items Purchased: Increased by 60%.
Items Viewed: Increased by 33%.

These enhancements were achieved during a period when sessions were down by 16%, highlighting the effectiveness of the implemented changes. These improvements not only optimised The Beauty Crop’s website for better user interaction but also reinforced their brand identity, making it both fun and functional. By focusing on CRO and UX, we aligned the website’s performance with The Beauty Crop’s mission, driving both engagement and sales.