Paula’s Choice is a global personal care brand that wants its customers to never have to wonder if a product will deliver. Founded by internationally-renowned beauty and skincare expert Paula Begoun, the Paula’s Choice brand became a success through rigorous customer advocacy, producing scientifically-backed products sold online and in more than 25 countries. Knowing the facts of what is and is not possible when it comes to achieving results is what Paula’s Choice celebrates as a core principle it calls “truth in beauty.”
More new and returning, mostly-mobile shoppers
With mobile traffic and transactions at an all-time high and climbing, the Paula’s Choice team needed a better mobile experience to quickly increase conversions on mobile, grow the number of new and returning shoppers, and act as a foundation to support future innovations.
Knowing that engaging and retaining shoppers required performance, the team needed to focus on decreasing the time it took to complete core tasks. Slow sites are widely known to cause shopper abandonment and thwart SEO, preventing sales and even damaging reputations. In an industry where the Paula’s Choice brand serves as a reality check against hype, false hopes and often unattainable results, this beauty leader wanted clear evidence the site was working.