22 % higher average order value
Cosmetics online store
- Client
- Brevi
- Industry
- E-commerce
- Year
- 2024
- Type
- Website
- Duration
- 4 months
- Team
- 4 people
01 — The problem
The store ran on an off-the-shelf builder. 1,200 products, and no way to choose between them: there were no filters for skin type or ingredients, and search matched only exact strings. Checkout required registration, and 60 % of people left at that step.
02 — What we built
We removed mandatory registration
The first thing we did. Orders are placed with a phone number and address, and the account is created automatically. Cart abandonment fell from 60 % to 23 % — that single change delivered more than the entire redesign.
Filters that answer the real question
Someone buying skincare is not looking for "cream", they are looking for "cream for dry skin without alcohol". We tagged all 1,200 products by skin type, purpose, active ingredients and formulation constraints. Filters are written into the URL, so they get indexed and bring in traffic.
Search that handles typos and synonyms
We added Algolia, so "niacinamide", "niacinimide" and "nicotinamide" all find the same thing. The share of searches returning results rose from 54 % to 89 %.
Routines instead of recommendations
Rather than a "customers also bought" block, we built ready-made routines of three to five products assembled by a cosmetologist. That explains why you need the second product, and it lifted order value.
03 — Result
- +22 %
- average order value
- 23 %
- cart abandonment, down from 60 %
- 89 %
- of searches return results, up from 54 %
- +41 %
- organic traffic in six months