Cosmetic America is a retailer and wholesaler of brand name cosmetics, fragrances, and skincare products. Originally a brick-and-mortar, the company launched their online store CosmeticAmerica.com in 2003 where most of their business began to shift. They focused their online marketing efforts primarily on search campaigns which helped drive new customers into their online storefront. However, even with qualified traffic visiting their site, conversion rates and sales weren’t growing.
Create an interface that reflects the high-end brand merchandise the company sells and restructure the website to optimize organic search ranking, on-site purchase conversion, and repeat visits.
After an in-depth client interview and website evaluation, I identified four core areas for improvement which included refreshing Cosmetic America’s logo and color palette for visual consistency, revising the website taxonomy to improve navigation and discover-ability of products while also boosting SEO, adding dynamic merchandising to keep content fresh, and implementing and training staff on website analytics.
To execute my proposal, I provided a set of full color mockups, a site map, and list of e-commerce hosting solutions for consideration. Post-launch of the new website, I set up canned Google Analytics reports and reviewed key metrics to help the client better understand how to measure their website performance.