Colourpop is a great makeup and skincare brand. It is well-known for its cosmetics and well-appreciated by beauty addicts around the world. We were curious how they gained even more popularity, so we did what we love to do - review their funnel. Let’s see all their good practices and what they could improve on their website!
Basically, the fold section is the first thing that you see without having to scroll. This is therefore one of the most important parts of your website because it’s the part that actually helps users to decide. Are they interested or not? Do they bounce right away? Do they want to keep scrolling and see what this brand has to offer to them? That's why your message in the fold section must be clear. Your visitors immediately need to understand what products/services you’re selling. You must indicate the free shipping too, and it is very important to place your Call-To-Action (CTA) above the fold.
The navbar is super interesting, especially when you have a large range of products. Make sure to have a hierarchy in your navbar, and do not hesitate to put some animations there like Colourpop does (ex: “Shop all lips”, “shop all face”, “shop all eyes”).
On the collection page, highlight the features of your product that will convince users to discover your products in more detail. For example “Our skincare products are vegan, cruelty-free, organic, have clean ingredients”. Moreover, that's obviously a good practice when you show the products in different setups, in action. Another good habit is to put a few small GIF or a video behind, so people can see right away how to use the product.
If you’re selling products, make sure to put images of the products being used or applied. For instance, Colourpop should have put photos of lips on its product page about coconut lip mask. Another good practice is obviously adding a short description of your product and a few icons of the benefits: “softening” and “nourishing”. They should have been as well on the product grid. It's great to have different kinds of reassurance like vegan and cruelty free icons. And the product page is a good place to feature the ingredients your products are made of.
Your customers are your best influencers. So don't forget to show their star reviews in the grid. Place them under each product image to lead your clients to your best sellers. You can also add a few labels on the photos in the grid to say that one product is the best seller, back in stock or new arrival.
If you sell skincare products, instead of a blog post, you can create an FAQ section explaining every step of the routine - what you should do, the products you should use, when you should use them, your skin type, the products recommended, etc. Don’t hesitate to add on this FAQ, links that lead to your products.
You’re selling makeup products? One of the good practices to adopt is to feature pictures of the products (lipstick, eyeshadows palette…) with swatches: show the product rubbed onto the skin or finger to show its color or texture. You also must show the product worn on different skin tones so everyone can feel represented, and even more if you claim to be an inclusive brand.
When your customers add a product to their cart, a good habit is to suggest them other products directly in their cart. Make sure to suggest only products that are in stock, and that they can add a product from this list without leaving their cart. Once a customer has picked a particular product, the list should continue to recommend different products. Be sure that they can scroll easily to see all the products suggested. And last but not least, give more social proof by showing an average grade of 5 stars for each product.
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I'm sharing here a proven tactic that drive results to get back at least 25% of your lost checkouts, while the e-commerce average is around 8%.
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