Is it any wonder that a brand that encourages experimentation and unabashedly implores its fans to wear glitter to breakfast is enjoying significant growth? Too Faced, a global cosmetics company, came to Blue Acorn looking to amp up its testing program and further drive its prospects and customers to take action. The popular brand also wanted to make sure, through testing, that its site would continue to function well and best represent the brand aesthetic.
Blue Acorn’s experienced optimization team worked with the eCommerce and digital teams at Too Faced to ramp up the velocity of the popular cosmetic company’s tests on the Optimizely platform. After carrying out existing tests in the brand’s backlog, Blue Acorn’s team took a hard look at the data from previous test results. We also conducted UX and analytics reviews to help inform the testing ideas that we recommended to the company. Finally, we identified the most opportune areas for testing, and presented the Too Faced team with a roadmap of themes and testing ideas to round out the plan for the year. With a strategy that focuses on improving the user experience, the teams have prioritized testing around mobile experience, product page design, and the sample selection that is available at checkout.
Mobile: Two Are Better Than One
By testing a two-columned category page layout and testing the duplication of the “start checkout” button at the top of the cart page on mobile, Blue Acorn was able to maximize browsing and checkout efficiency for Too Faced’s mobile users. We were also able to get more users successfully through the shopping funnel for both of these tests. As a result, the Too Faced team has implemented the duplicate checkout button, two column category page layout, and a new product detail page layout from our testing results.
Knowing that Too Faced’s customers love to try free samples of new products (who doesn’t?), Blue Acorn is currently testing a revamped samples selection experience in the checkout funnel. While we eagerly await the results, we’re also developing a roadmap to test how to best position promotional content throughout the site, which will be an area of focus as we develop our next set of testing ideas.