Rose Skin Co. is a Canadian DTC beauty brand founded in 2019 with a mission to make professional-grade beauty accessible and affordable for everyone. Their hero products include the Lumi IPL hair removal handset and Nura sonic dermaplaner, designed to deliver salon-quality results at home. They were scaling fast, building a loyal customer base and investing heavily in paid traffic. But their CVR wasn't keeping pace with their growth.
Services:
CRO Tasting Menu
Project Outcome:
RSC received a full CRO Tasting Menu audit covering data analysis, heatmap findings, scroll map analysis, and UX redesigns across mobile and desktop. They are currently in the implementation phase.
More traffic was coming in but fewer visitors were converting. Mobile drove the majority of their traffic yet was converting at a fraction of desktop. The gap wasn't a traffic problem. It was friction hiding across every layer of the funnel, and they needed someone to find it, prioritize it, and tell them exactly what to do about it.
I audited the full funnel and found friction at every stage. Their mobile navigation was forcing visitors to click back and forth between categories just to find a product. On the PDP, the subscription options were consuming so much vertical space that the add-to-cart button never made it above the fold. Visitors were hitting dead ends before they had a real chance to convert.
I delivered a section-by-section redesign across the navigation, cart, homepage, collections page, and PDP, with every recommendation tiered by confidence level so their team had a clear, prioritized path to implementation.
