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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).
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42%
INCREASE IN REVENUE
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60%
INCREASE IN CONVERSION RATE
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.
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 optimisation, 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.
- Secondary CTAs: Assigned distinct, complementary colours to ensure they stood out without clashing with the primary brand colours.
- Promotional and Core Information: Used different colours for promotional information to ensure offers and discounts stood out without competing with primary and secondary actions.
- 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.
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