As Design Manager at LiveGlam, I spearheaded CRO initiatives to boost sales and enhance profitability, all while ensuring an exceptional user experience. Below are key updates that have significantly contributed to LiveGlam's growth.
1. Optimizing the Subscription Plan Section
Update: Displayed the monthly price breakdown for 6-month and annual plans and updated the CTA copy with specific benefits.
Explanation and Benefits: In 2022, following an increase in LiveGlam’s monthly subscription price, I saw an opportunity to redesign the plan section on the website. I identified the need to highlight the cost-effectiveness of the 6-month and annual plans, where the monthly rate drops to $19.99 (compared to $21.99 for the month-to-month plan). To make this value clearer to users, I conducted an A/B test that showcased the monthly breakdown. This allowed users to instantly recognize the savings without needing to calculate them themselves. Additionally, I updated the CTA copy for each plan to reflect its specific benefit, rather than using “Join” across all options.
By clearly displaying the price advantage of longer-term plans, we made it easier for users to perceive the value. The updated CTA copy also guided users toward the plan that best suited their needs. The variation with the price breakdown and updated CTA copy resulted in a 17.7% increase in conversions. This demonstrates the effectiveness of making pricing and benefits more transparent and tailored to user decision-making processes.
2. Leveraging UGC as Social Proof
Update: Added a UGC block on the website that showcases content shared using the brand’s unique hashtag.
Explanation and Benefits: To enhance trust and credibility, I integrated user-generated content (UGC) into the website. This block dynamically showcases content shared by users with our brand’s hashtag, allowing visitors to easily identify featured products and providing direct links to their respective product pages. UGC serves as authentic social proof, demonstrating real-life uses and experiences with the products, building trust, and validating the effectiveness and desirability through peer endorsement.
3. Enhancing Product Image Galleries with Benefits
Update: Included detailed benefits, ingredients, and relevant information directly in the product image gallery.
Explanation and Benefits: Recognizing the trend towards visual information consumption, I added key information directly to the product image galleries. This approach communicates the value propositions and unique selling points of the products in the most viewed area—the images.
4. Monthly Collection Landing Pages
Update: Created dedicated landing pages for monthly collections.
Explanation and Benefits: Each month, LiveGlam introduces curated collections as part of their membership club. Initially showcased only through banners, product pages, and social media posts, I tested creating monthly landing pages for these collections. This approach provided a more informative and visually appealing presentation, allowing users to better experience each collection’s unique theme and access detailed information on each item. A/B tests showed revenue improvements of 6%, 5%, and 8% for the first three landing pages compared to product pages.
5. Loading Bar in the Cart
Update: Integrated a loading bar into the cart during specific promos and sales.
Explanation and Benefits: During sales events, a loading bar was introduced to visually indicate users’ progress toward qualifying for promotional offers. This feature enhanced clarity and motivation at a crucial decision point, reducing uncertainty about promotion thresholds. It fostered a sense of achievement and encouraged additional purchases to meet the threshold, enhancing the user experience, decreasing cart abandonment rates, and boosting conversion rates during promotional campaigns.
6. Upselling Strategies
Update:
• Added a “Save by shopping the full collection” upsell block on product pages.
• Introduced “Save $X on this Collection!” message in the cart.
Explanation and Benefits: Two key upsell features were integrated to enhance average order value and overall sales. The upsell block on product pages encouraged users to purchase entire collections rather than individual items, guiding them towards higher-value purchases. Additionally, the “Save $X on this Collection!” message in the cart emphasized the savings and benefits of subscribing instead of making individual purchases. These strategies effectively encouraged users to upgrade their purchase decisions, boosting average order value and maximizing revenue opportunities.
7. Thematic Filters and Bundling Options
Update: Introduced curated lash bundles tailored to user preferences.
Explanation and Benefits: The eyelashes category page presented a challenge due to the high variety of options and the difficulty in understanding the differences between each one. By creating thematic filters, users could quickly find lashes by specific volume and style, simplifying the decision-making process. Additionally, creating bundles like the “High Volume Lash Pack” and “Natural & Wispy Lash Pack” increased user satisfaction and encouraged higher order values by providing convenient, pre-selected options.
8. Engaging Users with a Lipstick Shade Quiz
Update: Created a 10-question lipstick shade quiz to generate leads and promote the brand.
Explanation and Benefits: To attract more leads and promote the brand in an engaging manner, a lipstick shade quiz was developed. This 10-question quiz helps users discover their ideal lipstick shade, which they could then purchase at a discount. Promoted through social channels and the website, the quiz was followed by a special drip email campaign targeting participants to encourage further purchases. This approach increased user engagement and lead generation, ultimately boosting sales by offering a personalized shopping experience.
9. Shop Individual Products from Collections
Update: Added a “Shop Individual Products” block to collection pages.
Explanation and Benefits: To streamline the user experience, a “Shop Individual Products” block was added to collection pages. This feature allows users to easily browse and purchase individual items from a collection or bundle without searching for them separately. By simplifying navigation and providing direct access to individual products, this update enhances user convenience and experience.
10. Adding Billing Date Selection at Checkout
Update: Introduced a “choose your next billing date” option directly in the checkout process.
Explanation and Benefits: Enhancements to the checkout page included allowing guest checkout, reducing steps, and breaking down the experience into blocks. However, the most effective improvement was adding a “choose your next billing date” option directly in the checkout. Previously, subscribers’ next billing dates were set to their join date (and could only be changed later in the dashboard settings). Integrating the billing date selection into the checkout allowed users to choose their preferred date at purchase, making the process more transparent and user-friendly. A/B testing showed a 3.11% conversion improvement for the checkout with this feature.
The updates described above are just a fraction of the many enhancements made to the LiveGlam website. By integrating effective CRO strategies with a seamless user experience and design, I believe we can significantly influence company growth. This approach is the core principle of my work.
INFO:
Client: LiveGlam
Year: 2020-2024
My Role: CRO, UX & UI