Turning A Skincare Icon's Website Into A D2C Revenue Engine: Paula's Choice Singapore
- Apr 24
- 1 min read
Updated: 1 day ago
Paula’s Choice SEA had built strong brand equity across offline and marketplaces like Sephora, but its D2C channel was under-leveraged. We partnered with the team to unlock D2C growth by identifying key friction points and optimizing the website experience to drive conversions and revenue.
Conversion Rate Optimization
Challenge: Paula’s Choice SEA wanted to increase its D2C revenue contribution. While the brand was well-recognized in Singapore through high volume of sales coming in from other marketplaces, the website had multiple breakpoints across the user journey, impacting conversions and overall experience.
Builder Moves:
1. Conducted a detailed audit of historical data and performed a heuristic analysis to identify key friction points across the website journey.
2. Benchmarked competitor websites and analyzed global best practices across structure, UX, and conversion journeys.
3. Built a comprehensive 6-month optimization roadmap covering UI/UX improvements, technical fixes, A/B testing opportunities, and full-scale website revamp initiatives without disrupting ongoing sales.
