Optimising an eCommerce site for its ideal user.-Boosting customer rate optimisation.


Rituals is a well-known cosmetics brand that is highly popular in Europe. However, its conversion rate in Spain was lower compared to other European countries. That’s where we came in, to help through Conversion Rate Optimization (CRO).

Pursuing a better conversion rate.

The brand had identified a major issue in their eCommerce: the conversion rate was lower in Spain than in the rest of the European countries. They reached out to us to help them understand what was happening and propose and implement improvements to enhance the baseline performance.

Therefore, we proposed a Conversion Rate Optimization (CRO) project. In such cases, the first thing we need to understand is the customer’s behaviour on the website, the points of interaction, and whether they are effective in terms of conversion.

One of the main challenges for all eCommerce is to sell at the lowest possible cost and with the highest effectiveness.

Formulating our working hypotheses.

To help Rituals achieve its goal, we began by formulating a series of hypotheses to work with:

  • Does mobile traffic not convert?
  • Are the majority of converting users women?
  • Which traffic channels are the most relevant?
  • What can be considered a quality session on this kind of eCommerce site?

Our SEO and CRO team, specialised in usability and interaction design, got to work to provide the best response to the client in the shortest possible time, organising and validating all phases of a meticulous research and testing process to reach definitive conclusions.

From question to action.

From here, we took the initial steps of our action plan. First, we analysed the traffic behaviour on different devices, channels, and browsers, trying to isolate user friction or leakage points. Next, we identified areas of improvement affecting the conversion rate to test. Finally, we conducted website testing with real users to validate the detected hypotheses.

This is when we discovered that users were very active in accessing the product section, but not all options were necessary, and there were many clicks to the product page. Therefore, we decided to focus on the conversion rate by device and concentrate on organic and/or direct traffic; the two most consistent sources of conversion.

It was then that we realised that conversions from mobile devices were one-third compared to conversions from the desktop version, a platform that still had room for improvement.

We needed to know the profile of Rituals eCommerce’s main customers to optimise it according to their needs.

Analysing the conversion rate by demographics.

Analysing traffic and conversion data in detail, we reached the following conclusions:

  • Women accounted for almost 90% of website traffic.
  • Women and men had the same conversion rate from mobile devices.
  • Men converted proportionally 20% more with fewer clicks on the desktop version.
  • Revenue from men was only a quarter of that generated by women.

With this information, we could better understand the “ideal user” we should target with our tests: Women aged between 34 and 55, in Barcelona or surrounding areas, using Safari and Chrome browsers and iPhone, Mac, and PC devices.

Testing and implementing changes.

Using tools like Google Optimise, we implemented A/B tests that allowed us to measure in a controlled manner the changes made to the website.

With all this information, we began to apply the necessary changes, the most important being the modification of the mobile version of the website: thanks to this, we reduced the number of clicks and pages viewed per session and increased the number of actions such as adding to the cart and purchases.

The results demonstrated the success of the project: mobile device revenues increased by 215%, the total number of sessions grew by 28%, the conversion rate on mobile devices increased by 50%, and there was a 110% increase in the number of transactions via mobile.

Thus, after proposing a series of usability and design improvements on the website, we managed to double sales with the same traffic, which is a great success for an eCommerce website of this calibre with very high traffic levels.

The data allowed us to validate hypotheses and understand customer behaviour, giving us the answers we needed.