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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).
INCREASE IN REVENUE
INCREASE IN CONVERSION RATE
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.
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:
We implemented the following changes to improve user experience and engagement:
The changes we implemented led to significant improvements in key performance metrics:
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.
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