Introduction
MCoBeauty is a leading beauty brand focused on providing affordable, high-quality cosmetics. The company was looking for an eCommerce partner to help enhance their digital storefront to drive conversions and improve customer engagement.
The primary goal was to transform their online store into a scalable, conversion-rich experience on Shopify 2.0 while maintaining brand integrity and usability.
What We Did
- Conducted a pre-build audit to analyze analytics, UX/UI, and user engagement.
- Selected and implemented a robust Shopify 2.0 theme.
- Developed a comprehensive digital brand system.
- Created custom sections and functionalities to enhance user experience.
- Optimized the store for scalability and CMS control.
- Implemented custom Gift With Purchase functionality, including editable tiers.
- Integrated and customized apps for enhanced functionality.
- Delivered post-launch optimization and ongoing support.
How We Did It
- Pre-Build Light Audit - Conducted a thorough review of MCoBeauty’s analytics, UX/UI, and engagement metrics to establish a baseline for design and functionality improvements.
- Theme Selection - Chose a Shopify 2.0 theme that creates a foundation that we can build on top of while providing robust CMS control.
- Digital Brand System - Developed a blueprint encompassing fonts, buttons, hover states, and more to ensure brand congruity.
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Custom Design - Designed a visual navigation system, social proof sections, and an interactive routine builder to address UX friction and improve AOV. Custom sections include:
- Custom navigation
- Split hero image with video capabilities
- Custom product page
- Custom collection
- Shop the look
- Featured collection
- Cart drawer
- Custom Development - Implemented advanced functionalities, including a shade range widget and quiz capability, to enhance product discovery and engagement.
- Shopify Setup and Launch - Migrated assets, styled content, integrated apps, and ensured a seamless transition with zero downtime. We ensured a quick timeline so our client would be ready by early November to take advantage of Cyber Monday traction.
Potential for Increased Conversion Rate
Prior to the redesign, MCoBeauty’s online store struggled with inconsistent navigation and limited CMS control. Our audit revealed significant opportunities for improvement in UX/UI and customer journey optimization.Our goal is to increase conversion rate and average order value.
Actions Taken:
- Redesigned navigation with upsells built into menus.
- Implemented targeted product recommendations using apps.
- Added custom sections for social proof and UGC on the homepage.
Enhanced Scalability and CMS Control
Previously, MCoBeauty’s team faced challenges with updating content and making site changes independently. The custom builds and lack of CMS control resulted in inefficiencies.
Actions Taken:
- Integrated a Shopify 2.0 theme with full CMS control, allowing the client to make updates without developer assistance.
- Designed flexible custom sections that could be repurposed for future needs.
Results:
- Reduced reliance on developers for content updates.
- The site can now be seamlessly scaled with new product launches and seasonal campaigns.
We’re Still Doing It
Total Commerce continues to monitor MCoBeauty’s site performance through post-launch optimization services. Regular audits and A/B testing ensure the store remains conversion-focused and adaptable to new business needs.
What’s Next?
- Integration of advanced AI-driven personalization tools to enhance product recommendations.
- Development of additional interactive features, including an advanced quiz for personalized product suggestions.
- Continuous UX enhancements based on customer feedback and analytics.
Results
MCoBeauty’s partnership with Total Commerce resulted in a visually stunning, user-friendly, and highly functional online store. Key achievements include:
- Potential for increased conversion rate.
- Potential for a rise in average order value.
- Significant improvement in CMS control and scalability.
Through thoughtful design and robust development, we’ve equipped MCoBeauty with a scalable digital platform designed for long-term success.
