How SplitBase Increased Kiehl’s Ecommerce Revenue by ~$1.6M
Landing Page Design & Optimization
Full-Site Testing & Optimization
Consumer Insights
"L'Oréal Canada's VP of Digital, and their CMO, were keen to bring innovations and CRO to their ecommerce divisions. A new checkout flow was being piloted, and it was our role to help improve it and increase the checkout completion rate. After a successful mandate, we were tasked to help improve not only the rest of Kiehl's website, but also work on the entire porfolio of L'Oréal's luxury brands in both Canada & USA.
$1.6M
Additional Revenue Generated
Conversion Rate
Significant Increase
Improved UX
Across Portfolio Brands
The Client
Kiehl's
Kiehl’s is one of the world’s biggest skincare brands specializing in premium hair, skin, and body care products. Founded in 1851, it is now part of the L’Oréal portfolio of luxury brands.
The Challenge
Increasing conversions on the brand’s ecommerce site
As Kiehl’s kept growing their digital marketing expertise, they realized the importance of on-site optimization in order to keep their customer acquisition costs down. With multiple ongoing initiatives to improve the site experience, Kiehl’s approached SplitBase to help them implement a conversion optimization program.
The Solution
Optimizing the cart & checkout experience
We conducted our signature Conversion Blueprint research process to identify the top opportunities to increase revenue for Kiehl’s website. With hundreds of findings following the intensive quantitative and qualitative research process, we worked with the Kiehl’s and L’Oréal ecommerce teams to prioritize A/B tests and changes to implement.
The bulk of our efforts focused on the cart and checkout experience, where we progressively tested and rolled out improvements.
The Results
- ~$1.6M in additional revenue
- Reduced abandonment at all steps of checkout
Abandonment decreased at all steps of the checkout flow, purchases increased, leading to ~$1.6M in additional revenue.
SplitBase’s partnership with Kiehl’s was so successful that L’Oréal decided to expand the partnership to other brands within their portfolio such as YSL Beauty, NYX Cosmetics, Urban Decay, Biotherm, and Lancôme.
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