AnalyticsHow was Oh My Cream!'s product page optimized to accelerate its e-commerce performance?
Refonte stratégique de la page produit
- Expertise
- CRO · ANALYTICS
In figures
18
Prioritizations identified
⅔
Winning A/B tests
3
Months of support
The challenge
How to identify and prioritize conversion barriers on the product page?
Our response
Improve product page performance through a structured audit and continuous experimentation
The company
Oh My Cream!
Oh My Cream! is a French brand founded in 2013, now counting numerous stores in France and abroad. The brand is known for its expert and committed approach to cosmetics. Between physical stores and its e-commerce site, the brand offers a shopping experience centered on advice and quality.
With a goal of continuous e-commerce growth, optimizing the product page (PDP) was at the heart of the brand's new conversion challenges.
It is with this in mind that the Oh My Cream! teams chose to rely on our expertise, to support them throughout this project and best meet their ambitions.
The challenge
How to identify and prioritize conversion barriers on the product page?
Oh My Cream!'s product page had strong potential for improvement, but without a structured diagnosis, it was hard to know where to start.
- What friction points are holding visitors back?
- What trust or information elements are missing?
A rigorous methodology was therefore needed to answer these questions before experimenting.
Key challenges
With a focus on continuous improvement, Oh My Cream! sought to turn every friction point identified on its product page into a concrete conversion lever:
- Maximize visual engagement on the product page, by improving content highlighting to capture attention and encourage exploration.
- Reduce friction between viewing the product and adding it to the cart, by ensuring UX improvements have a concrete, direct impact on conversion.
- Identify the best-performing variation to decide with confidence, by cross-referencing recommendations to deploy the solution with the highest statistical confidence.
Our mission
Our approach, step by step
Kick-off & project scoping
Alignment between teams to define a precise scope of intervention and identify the steps to follow in order to improve the user experience.
PDP audit
In-depth analysis of the product page: UX, content, purchase journey. Identification of 18 prioritized recommendations.
Launch of A/B tests
Design and deployment of 4 A/B tests targeting the friction points identified during the audit.
Presentation of key learnings
Overall summary of the pain points and major opportunities identified by cross-referencing analyses and the results of the tests deployed.
Prioritized backlog
Delivery of a strategic decision matrix, designed as a ready-to-use steering tool. The backlog relies on the RICE matrix to streamline the implementation of recommendations specifically identified for Oh My Cream!
Key learnings
A rigorous audit as the foundation for experimentation: the secret to gaining speed and relevance on the product page.
Tests that convert
3 out of 4 A/B tests proved to be winning, validating the hypotheses from the audit and generating a direct impact on conversion.
More autonomous teams
Beyond the immediate results, Oh My Cream! accelerated its testing pace and gained greater autonomy over its optimization tools.
“Highly qualitative support, both in terms of materials and advice provided, which helped us regain good momentum. The team's expertise and availability are a real plus!”
Keridwen Pierret
E-commerce & Digital Projects Manager at Oh My Cream!
