How Beauty Brands can use Ecommerce CRO to Drive Revenue
Ben Labay is the Research Director at CXL (formerly known as ConversionXL) – an international conversion optimization institute and agency based in Austin Texas. CXL Institute is used to train teams from some of the world’s largest beauty brands and retailers including L’Oreal, Sephora, Glossier, Avon, Revlon and more, with more than 50 online courses in everything from copywriting and A/B testing to applied neuromarketing and data-driven influencer marketing.
See the full interview here:
Ben has published research on ecommerce user experience across a variety of verticals, including one study of brands in the beauty industry, which is what’s discussed in the interview above.
In this interview, you’ll see a few key examples of how brands like Sephora, Fresh, Lush and Clinique are prioritizing appearance and message clarity for their consumers. You’ll also see how important it is for brands to use a product to checkout story to upsell and crossell consumers as they approach final purchase, realizing that “all wins are perishable” and the challenge of ecommerce CRO never gets easier, and understand the differences between product comparison and recommendation engines – including how they can be product-focused or problem-focused.
CXL Institute is used to train teams from some of the world’s largest enterprises including Google, Cisco, Hewlett Packard, The Home Depot, Ikea and more with more than 50 online courses in everything from copywriting and A/B testing to applied neuromarketing and data-driven influencer marketing. After studying evolution and behavior at the University of Texas at Austin, Ben got his master of science in Aquatic Resources and Biostatics before his Research Career took him in the direction of user behavior, user experience for ecommerce and conversion optimization. Ben is a statistics and customer experience expert that works daily to scope and conduct research programs for companies around the world.