In-house work · Aveda (Estée Lauder Companies)

Delivering 17% Conversion Lift Through Data-Driven Landing Page Optimization

Data-driven landing page optimization grounded in behavioral analysis — a 17% conversion lift built on evidence, not opinion.

Organization: Aveda (Estée Lauder Companies)
Role: UX & conversion optimization
Project type: E-commercelanding page optimization
Business category: B2C · luxury haircare

Cross-functional collaboration and user-centered design principles transformed luxury beauty customer acquisition, driving double-digit growth in converion while reducing acquisition costs by 25%

Leadership Lens

This initiative balanced data, automation, and human judgment. I focused on shaping system-level decisions that made complex intelligence usable, trustworthy, and supportive of real user behavior.

Challenge

Create a landing experience to support a new product launch by educating new customers, reducing bounce from paid traffic, and increasing conversion from social channels

Research Insight

Users struggled to understand product order, benefits, and formulation differences, leading to hesitation and drop-off.

Role & Team

My Role:

Led UX design and experience strategy
Partnered cross-functionally with Brand, CMS, and Marketing
Integrated user testing feedback directly into the solution
Validated performance with a controlled A/B test (50/50 traffic split)

Timeline: 2.5 months

Strategic Solution

Replace the static PLP with a step-by-step, video-rich format built to:
Visually walk users through product use and benefits
Clarify “light” vs. “rich” formulas in context
Maintain shoppability with a PLP-like layout
Align content with paid campaign messaging
UX-led innovation for a high-traffic, revenue-critical page
Data-driven design grounded in qualitative and performance insights
Seamless cross-team execution across Brand, Activation, and CMS
Delivered measurable business results at speed in just under 2.5 months

User Insights

“Seeing the steps outlined helped me understand how to use the products together.”

“I immediately understood the difference between light and rich formulas.”

“This made me feel confident in my purchase.”

Impact

Dubbed the MLP (media landing page) this format has now become the standard layout for all product line PLPs.

Dubbed the MLP (media landing page), this format has now become the standard layout for all product line PLPs.

↑ 17%: Increase in conversion rate
↑ 44%: Increase in engagement
↓ 11%: Decrease in bounce rate
↑ 9s: Increase in average session time
↑ 25%: ROAS (TikTok & Pinterest)
↑ 15%: ROAS (Meta)

Before & After

Before: the original Aveda product landing page across devices

After: the step-by-step media landing page across devices

I’m ready to drive similar transformational results for your organization with strategic conversion optimization.