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.
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.
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.
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, Biotherm, and Lancôme.