Direct-to-consumer skincare brand rebuilt around routine-based merchandising — and a checkout that stopped losing people.
Verdea had a catalogue of twenty-two products and no way to help a first-time visitor choose between them. Traffic from paid social was healthy, but the storefront asked people to browse a grid and work it out themselves. Nearly two-thirds of sessions ended on the product listing page, and the mobile checkout dropped a third of everyone who reached it.
- 01
Restructured the catalogue around routines — morning, evening, and concern-led bundles — so the first decision became "what is my skin doing" rather than "which of these twenty-two bottles".
- 02
Built a four-question guided finder that lands people on a recommended set with the reasoning shown, not hidden behind a black box.
- 03
Rebuilt the product page as a single scroll: ingredients, texture, sequence and reviews in the order people actually ask about them.
- 04
Replaced the three-step checkout with a single accordion flow, added wallet payments, and cut the mobile form from fourteen fields to six.
- 05
Rewired the paid social funnel to land on routine pages instead of the homepage, with creative matched to the concern each ad set targeted.
The storefront now does the job a salesperson would. Sessions that reach a routine page convert at more than triple the old catalogue rate, and the checkout no longer leaks on mobile.
“They questioned the way we had organised the whole catalogue, which was uncomfortable and completely correct. The finder alone changed our business.”
Verdea started with a conversation about what was not working. Book a free consultation call and we will give you the same honest read.
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