How targeted UX/UI improvements, educational content architecture, and strategic landing pages scaled key e-commerce metrics while reducing ad dependency.
Conversion Rate
+407%
Net Sales
+208%
Averge Order Value
+39%
Brand: Skin At Work
Industry: Beauty, Skincare & Cosmetics (DTC)
Role: Product Designer / CRO & UX/UI Specialist
Focus Areas: Landing Page Architecture, Conversion Rate Optimization (CRO), A/B Testing Strategy, Replo Implementation
Skin At Work is a skincare brand designed for busy professionals dealing with environmental stressors and demanding lifestyles. Despite driving significant paid traffic, the brand faced a common DTC bottleneck: declining ROAS (hovering between 0.6 and 0.75) and diminishing returns from ad spend. Instead of pouring more capital into acquisition, the strategy focused on auditing and restructuring the post-click experience to maximize the value of existing visitors.
1
The Challenge: The Acquisition Trap
The brand was stuck in a high-spend, low-margin loop. Direct-to-consumer skincare requires significant consumer trust before a transaction occurs; visitors rarely convert on hype alone. When landing pages fail to convey credibility and clear product benefits, adjusting ad campaign parameters yields minimal results. The leak wasn't traffic quality—it was the post-click on-site journey.
2
Strategic UX & CRO Solutions
Value Perception & Offer Testing: Formulated and tested offer positioning, comparing direct "FREE" incentives against "Just Pay for Shipping" entry points to identify the threshold that reduced cart abandonment while maintaining brand equity.
Educational Architecture: Skincare buyers are inherently cautious. I elevated the blog and ingredient transparency assets into primary conversion paths, integrating strategic touchpoints in the navigation, product detail footers, and dynamic cart slide-outs. Connecting education directly to the checkout flow unlocked higher conversion rates from informed shoppers.
High-Intent Campaign Landers: For high-stakes seasonal periods (BFCM) and the launch of The Deep C Diver, I built dedicated bundle landers. The layouts emphasized clarity over urgency gimmicks, structuring package comparisons, clear savings callouts, and curated routines that drove a +39% lift in AOV.
Agile Implementation in Replo: Designed and executed modular, responsive page components within Replo, ensuring fast load times and clean technical handoff without engineering bottlenecks.
3
Core Takeaways
Design for skeptical buyers: In trust-sensitive niches like skincare, transparent information architecture and verifiable claims convert significantly better than generic sales tactics.
Content must support the funnel: Informational content shouldn't exist in a silo; integrating education directly into PDPs and drawer carts shortens the trust-building cycle.
AOV-driven layouts scale seasons: Bundles that visually simplify selection and highlight concrete value prevent decision fatigue during peak traffic spikes.
