This established DTC skincare brand was struggling with several critical challenges:
Low Conversion Rates: Despite strong traffic (150,000+ monthly visitors), their conversion rate sat at just 1.8%, well below the industry average of 2.5-3%.
Product Discovery Issues: With 40+ SKUs across different skin types and concerns, customers were overwhelmed. Exit surveys revealed "couldn't find the right product" as the top reason for not purchasing.
High Return Rates: 18% of orders were returned, with "not right for my skin type" cited in 65% of return reasons.
Generic Marketing: Email campaigns had a 12% open rate and 0.8% click rate, far below benchmarks, because messaging wasn't personalized to customer needs.
The brand had tried various solutions including live chat, product comparison pages, and basic product quizzes, but nothing moved the needle significantly.