Case Study
Fenty Beauty Improves Basket Rates and AOVs
Fenty Beauty is a cosmetics brand founded by singer and entrepreneur Rihanna in 2017. The brand is known for its inclusivity, offering a wide range of foundation shades to suit all skin tones. Fenty Beauty also offers a variety of other makeup products, including lipsticks, eyeshadows, and highlighters.
The Concern:
After a redesign Fenty Beauty faced challenges with a decrease in basket rates, units per order and AOVs per session.
Observation #1:
Fenty's search feature was an abstract-looking magnifying glass that was easily overlooked, as it was tucked away in the upper right-hand corner. After reviewing the Commerce Cloud data, analytics showed that Fenty's search usage was a dismal 1.9% per session, which was far below the industry benchmark of 8.2%.
Heatmaps confirmed that there was a low search usage with a click rate of 1.6%.
Recommendation:
Heatmap studies have shown that sites with a full search bar have 65% more search usage than those with a magnifying glass icon. Fenty was advised to make the search feature a prominent bar and move it next to the navigation for increased visibility.
Heatmaps showed a 108% increase in search usage for the recommended change
Observation #2:
Fenty's product and search result pages lacked filters to refine results. Instead, the navigation was duplicated down the left side of the page. Studies have shown that sites without filters can have a 33% lower add-to-cart rate.
Recommendation
Adding filters allows shoppers to narrow down their results by specific criteria, such as size, color, price and other relevant attributes. This ensures that users can quickly find products that they are most interested in, reducing the time spent searching through irrelevant products.
The Results:
After seeing positive results in A/B testing Fenty implemented the design change.
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Desktop Search Usage went from 1.98% to 5.61% and search convert rates improved by 183%
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Mobile search usage went from 2.09% to 5.05% and the search convert rate increased by 149%
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Fenty also saw a 52% improvement in Basket Rates and Units per order went from 2.4 to 3.2
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