20% increase in conversion rate
The Fragrance Shop is one of the UK’s leading independent fragrance retailers, specialising in a wide range of perfumes, aftershaves, and scented products from both luxury and mainstream brands.
Founded in 1994 and based in Manchester, England, the company operates more than 200 stores nationwide alongside a strong online ecommerce platform, offering customers the convenience of browsing thousands of fragrance and beauty products in store or online.
The brand curates new styles frequently and focuses on delivering trend‑led fashion straight to the customer’s door with fast order turnaround and frequent product drops.
The brand faced underperforming conversion rates despite significant investment in social media, paid advertising, and SEO.
In a highly competitive market with aggressive pricing, the business needed to optimize its website to better convert the traffic it was acquiring. Key challenges included friction points in product selection and a confusing checkout process that caused potential customers to abandon their purchase.
I conducted a full end-to-end review of the website, using tools like Hotjar to identify drop-off points and areas of customer friction. Minor but targeted tweaks were implemented to improve the user experience (UX):
1 – Simplified product pages to make selection easier.
2 – Streamlined the checkout process, removing unnecessary copy and reducing confusion.
3 – Optimized navigation from homepage to product pages
Conversion Rate increase of 20%
1 – Conversion Rate: Increased by 20%, turning more visitors into buyers by revieing checkout processs and adding more CTA content on page – plus streamlining the UX experience
2 – Click-Through Rate (CTR) improved by 10% Product page adjustments improved CTR to checkout by 10%. enriched content, more descriptive copy and a fres approach to product imagery drove the additonal engagement.
