*The visible project doesn’t include a brand name or logo because I am not permitted to use it.
* When I refer to the project, I use ‘we,’ which refers to the team that worked with me, typically including a developer and a strategist.
About…
This brand specializes in offering long-lasting, oil-based fragrances that capture the essence of well-known, high-end scents at an affordable price. As a Black-owned business, they aim to not only provide quality products but also elevate their presence in a competitive market. Their target audience includes women who love luxury fragrances but are frustrated by the high costs, as well as individuals who are proud to support Black-owned businesses.
The main challenge was to enhance the customer journey, drive higher average order value (AOV), and improve the overall online experience. The goal was to increase product discovery, encourage bundle purchases, and make it easy for the audience to explore the range of scents the brand offers.
The problem…
Although the brand was already performing well in sales, the task was to optimize the website experience to better engage the audience and encourage them to purchase more products, such as bundles and scent pairings. The challenge also included improving the product discovery process and positioning the brand as a more accessible luxury option for the everyday woman who loves high-end fragrances but seeks affordability.
The goal…
The primary goal was to increase AOV and improve the shopping experience for both organic and ad-driven traffic. By refining the homepage, product page, and collection page, we aimed to make the website easier to navigate, highlight the best-selling products, and demonstrate how customers can pair fragrances for different occasions or moods.
The audience…
The target persona was Jasmine Taylor, a 32-year-old HR Specialist from Atlanta, GA. Jasmine is passionate about fashion, style, and fragrance, viewing them as extensions of her personality. She values high-quality scents but is mindful of her budget, making this brand’s affordable luxury fragrances a perfect match for her lifestyle. Jasmine is also deeply committed to supporting Black-owned businesses, and she appreciates finding products that align with her values while enhancing her daily life.
Jasmine’s profile represents the core audience of women aged 25-40 who are fashion-conscious, love expressing their individuality through fragrance, and are drawn to the idea of supporting a Black-owned business.
The process…
To improve the customer experience and increase AOV, I worked on optimizing three key areas of the website:
Collection Page:
The collection page was designed to create an easy shopping experience, especially for ad and email traffic. It was focused on bundles and making it easy for customers to add multiple products to their cart quickly. With a clean layout, it provided clear product information and options for pairing fragrances, making it a one-stop-shop for customers who wanted to explore and buy multiple scents at once.
Product Page:
Since the product page was the key landing page for ad-driven traffic, it needed to do more than just sell a single product. We enhanced it by showcasing the best-selling scents, explaining how different fragrances can be paired together to create a personalized experience. Each fragrance had detailed descriptions of the ingredients and scent notes, helping customers understand the complexity and luxury of the products. This not only improved engagement but also led to higher AOV by encouraging customers to buy multiple products or bundles.
Homepage:
The homepage was redesigned to better showcase the brand’s identity and make product discovery easier for organic visitors. The focus was on creating a seamless, visually appealing layout that highlighted the brand’s best-selling fragrances, customer testimonials, and the story behind the brand as a Black-owned business. This approach helped create an emotional connection with visitors and made them feel good about their purchase, knowing they were supporting a brand that aligned with their values.
In addition to product pages, we also tested bundle offers that grouped complementary fragrances together at a discounted price. This strategy worked well for increasing the AOV, as customers were able to try more scents without feeling like they were overspending.
We also focused on creating rich content that highlighted the brand’s story, including its Black-owned history and how it provided luxury at an affordable price. This resonated well with the target audience, as it gave them a compelling reason to support the brand beyond just the products themselves.