Beauty brand doubles sales and cuts cart abandonment by 35% with UGC
Headquarters
California
Industry
Beauty and Cosmetics
Buyer Geography
North America
Products
Multiple skincare, body, and
rejuvenation products
Use Cases
Improving online conversions and
reducing cart abandonment
Challenge
Brand Pure Aura Cosmetics, a beauty and cosmetics label celebrating diversity and inclusivity, faced a significant challenge:
how to effectively showcase its commitment to these values in its online store and drive more conversions on its webstore?
Showcasing the voice of the customer
The modern shopper is no longer satisfied with glossy advertisements and airbrushed models. They seek brands that not only claim to celebrate diversity but actively demonstrate it through their products and marketing.
A beauty and cosmetics brand (let’s call them Pure Aura Cosmetics) understood this shift. They offered products for various skin tones and types but struggled to communicate this diversity to their online audience effectively. The result? High bounce rates, abandoned carts, and a disconnect between their brand values and customer perception.
Five months ago, Brand Pure Aura decided to integrate UGC into its online strategy and amplify the voice of their customers across multiple touchpoints across their E-commerce website.
Solution
The UGC strategy
Brand Pure Aura set out with three clear objectives for their UGC initiative
- Showcase real faces from their own community on the homepage and product pages as social proof
- Boost conversions and reduce cart abandonment rates
- Ensure all content aligns with brand values and legal standards
Outcome
100%
Increase
in Sales
35%
Decrease in cart
abandonment
22%
increase in Average Order
Value (AOV)
Beyond the numbers, Brand Pure Aura received an influx of positive customer testimonials. Shoppers expressed a stronger connection to the brand, citing the authentic visual experiences as a key factor in their purchase decisions.
To achieve these goals, they turned to Idukki’s comprehensive UGC suite. Here’s how they implemented the solution:
The Implementation Journey
Brand Pure Aura’s team worked closely with Idukki to set up the UGC suite. They identified 5 product categories with the highest conversion rates, which became the testing ground for Idukki’s UGC widgets, showcasing visual reviews from real customers
- 15% decrease in cart abandonment rates
- 50% increase in conversion rates for the targeted categories
Encouraged by these early wins, Brand Pure Aura expanded the use of Idukki’s UGC suite to their bestseller product pages and homepage. They implemented shoppable videos, allowing customers to purchase products directly from UGC videos.
Key features utilized
Digital Assets Management Platform :
This empowered Brand Pure Aura to organize its assets in multiple collections seamlessly, and also control access to these assets for further use.
AI-driven Profanity Filter :
Ensured the customer-generated content was free of any obscene language.
Rights Management :
Helped Brand Pure Aura acquire rights to this media effortlessly and save their digital team hours of manual work.
Shoppable Videos :
Allowed Brand Pure Aura to transform UGC videos into interactive shopping experiences by adding product checkout links, increasing engagement and conversions.
Future Plans
Brand Pure Aura’s success story illustrates the profound impact of authentic, diverse representation in e-commerce. By leveraging Idukki’s UGC suite, they transformed their online presence from a mere product catalog into a vibrant community of real users sharing real experiences.
Moving forward, Brand Pure Aura plans to expand its use of Idukki’s UGC suite, potentially integrating it into email marketing campaigns and exploring more advanced features.
Pure Aura
Head of Performance Marketing