Case Study

How SplitBase Increased Kiehl’s Ecommerce Revenue by ~$1.6M


  • Conversion Blueprint Research
  • Website Redesign Insurance
  • Continuous User Research
  • A/B Testing & Personalization
  • Continuous Optimization
  • Custom Landing Pages

The Client


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, Biotherm, and Lancôme.

Are you ready to convert more visitors into buyers?

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SplitBase's Testing Trifecta process is what led to the results of this case study

The SplitBase conversion method, called the Testing Trifecta, is much more than a collection of tactics. It’s methodical and strategic — and built on data every step of the way.

The Testing Trifecta Process for CRO

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