Storeis
Optimizing the user experience with A/B testing to increase conversions
Davines is an Italian haircare brand, internationally recognized for its strong focus on sustainability and innovation. The brand aimed to optimize the user journey on its e-commerce platform in order to improve conversion rates and overall performance.
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ClientDavines
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SectorBeauty
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Area of ExpertiseUser Experience
1. Goals
Storeis’ work with Davines, focused on identifying and removing friction points across the e-commerce experience, was guided by two main priorities:
- Reducing navigation complexity to enable a smooth and intuitive user experience
- Increasing conversions, acting both on intermediate actions (such as internal search or category navigation) and on purchase completion
Our data-driven approach, based on in-depth analysis and iterative A/B testing, allowed us to validate only those interventions capable of generating a tangible return on investment.
2. Approach
The optimization journey was structured into four main phases:
- User experience analysis: Through session recordings, heat maps, and the identification of beauty industry benchmarks, we conducted a comprehensive heuristic analysis of the interface.
- Friction mapping and hypothesis building: Identified issues were translated into measurable improvement hypotheses.
- A/B testing: To validate these hypotheses, we ran A/B tests on key areas of the e-commerce, including the Cart, Product Listing Pages (PLP), Search Bar, and Product Detail Pages (PDP).
- Measurement and implementation support: Using custom GA4 tracking, data analysis with dedicated audiences, and dashboards for results sharing, we measured the impact of each test not only on conversions but also on behavioral metrics such as engagement, navigation patterns, and time spent on site. We also supervised the translation of winning variants into graphic redesigns and supported the UAT phase to ensure correct technical implementation.
3. Results
Each A/B test provided clear insights into the impact of individual changes on specific performance indicators:
- Search bar: +27% sessions with search, +8% conversion rate among users who used the feature
- Product page: +8% Add-to-Cart conversion rate
- Category pages: +7% traffic on tested PLPs, +8% purchase conversions
- Cart: +4% CTR towards checkout on desktop
Overall results, compared with the same period of the previous year, show positive trends already in the early rollout phases:
- Engagement rate: +10.8%
- Pages per session: +9.6%
- Average session duration: +9.4%
- Conversion rate: +7.2%
- Total revenue: +1.3%
These results, considered within the context of an implementation still in progress, confirm how the combination of analysis, testing, and progressive implementation can generate concrete improvements in business performance.
