The Challenge
Frankbody is an Australian skincare brand known for its playful, coffee-based products that have gained a large following worldwide. With a strong brand identity and a loyal customer base, Frankbody has successfully carved out a niche in the highly competitive beauty market. Their website is a crucial part of their business, serving as the primary platform for eCommerce sales and customer engagement.
However, after a website redesign, Frankbody anticipated a surge in growth, expecting the new design to elevate user experience and drive conversions. Instead, they were met with an unexpected and significant drop in conversion rates across all channels.
The marketing team at Frankbody reached out to us to investigate the issue and help restore their conversions. The situation highlighted a critical challenge many brands face: the danger of making design and resource decisions without a strong foundation of data-driven insights. When changes are implemented based on assumptions or aesthetic preferences rather than user behaviour data, the risk of negative outcomes increases substantially.
Our Solutions
To address the issue, we began with comprehensive user research to understand the root causes of the conversion drop. Our analysis revealed several UX problems in the new website design, particularly on the Product Detail Page (PDP). Users were struggling to find essential product information such as How-to-use, Before-and-After, which had a strong impact on their buying decision, leading to uncertainty, frustration and abandonment of the purchase.
With these insights, we launched an immediate A/B test on the PDP. We tested two different versions, focusing on making the hidden product information more accessible and prominent. The aim was to improve the user experience by aligning the design with the way customers naturally interacted with the site.
Result:
Our data-driven approach yielded significant results in just 5 weeks:
Key Takeaways
By optimising the Product Detail Page based on research insights, we helped Frankbody gradually regain their previous conversion levels.The improvements in the user experience directly translated into higher sales, demonstrating the value of making informed, data-backed decisions.
This case study underscores the importance of not just relying on intuition or aesthetic appeal when making changes to a website or digital platform. Without data to guide decisions, even the most well-intentioned redesigns can lead to unintended consequences. By prioritising user research and testing, we were able to reverse the negative trend and set Frankbody back on the path to profitable growth.
