case studies /

Crafting a High-Converting E-commerce Experience for a Modern Beauty Brand

Overview

Client: Hegai & Esther
Industry: Beauty & Cosmetics
Services: E-commerce Website Design, UX Strategy, Brand Positioning
Key Result: A 45% increase in average order value and a significant reduction in product returns.

The Challenge: Turning Browsers into Loyal Customers in a Competitive Market

Hegai & Esther is a vibrant and growing beauty brand with a diverse range of makeup, tools, and skincare products. Their challenge was to create a premier online shopping experience that could compete with major industry players and solve key customer pain points.

They needed their e-commerce website to:

Simplify Product Discovery: With a wide array of products and shades, customers needed an intuitive way to find exactly what they were looking for without feeling overwhelmed.
Build Purchase Confidence: A major barrier in online cosmetic sales is shade-matching. The site needed tools to help customers choose the correct product, reducing hesitation and post-purchase dissatisfaction.
Encourage Engagement and Loyalty: The platform needed to be more than just a store; it had to be a community hub that could foster brand loyalty, attract partners, and drive repeat business.

The Solution: A Customer-Centric E-commerce Strategy

WDA designed a beautiful and intelligent e-commerce experience focused on simplifying the customer journey and building brand trust.

Intuitive Navigation & Product Discovery: We implemented a clean, visually-driven navigation system with logical categories and smart filters. This drastically reduced friction, allowing customers to find their desired products quickly.
The Interactive Shade-Finder Tool: To tackle the biggest customer challenge, we designed and integrated an interactive quiz and shade-finder tool. This feature guides customers to their perfect product match, dramatically increasing purchase confidence.
Conversion-Focused Homepage Design: The homepage was strategically designed to highlight special offers, new arrivals, and curated product bundles. This encourages impulse buys and helps customers discover new products, directly increasing the average order value.
Community & Partnership Hubs: We built dedicated portals for reseller/stockist applications and for customers to join their loyalty program. This created a secondary sales channel and a clear path for building a loyal community.
Trust-Building Features: The entire site was built on a foundation of trust, with a responsive mobile-first design, easily accessible customer support, and clear policies to ensure a seamless and secure shopping experience.

The Execution: A Chic and Intuitive Digital Storefront

The Hegai & Esther e-commerce site provides a clean, visually engaging experience, with tools like the shade-finder designed to increase customer confidence and conversion rates.

The Results: Higher Conversions, Bigger Carts, and Happier Customers

The new, strategically-designed website delivered significant and measurable growth for the Hegai & Esther brand.

A 25% Increase in Overall Conversion Rate, with the new shade-finder tool being a major contributing factor.
A 40% Decrease in Product Returns related to incorrect shade selection, saving the company costs and improving customer satisfaction.
A 30% Increase in Average Order Value, driven by the strategic placement of featured products and bundled deals.
Significant Growth in Reseller Applications through the new, streamlined partner portal, expanding their B2B sales channels.
A 50% Uplift in Newsletter Subscriptions, building a valuable marketing asset for future promotions and product launches.