Deep dive into Revolution Beauty’s Web Experience
In skincare industry, the website is first and foremost important part for a company as that is what customers will look up first when they first heard of your brand. And to better understanding the competitors of The ordinary Company, I chose Revolution Beauty’s website as the subject of study. Overall, they do have a unique online experience that matches their own positioning and customer segmentation.
First of all, they took a classic website design: Banners for event/ sales first, Top Selling Products coming next, with special offers running on the top, and . With this design, they could easily attack attention and to showcase their latest events. And with the purchase column right below, the design made it easy to convert website viewers to actual purchase.
In that regard, we may infer that Revolution Beauty have only one objective for the website and it is selling. To achieve that, they indeed used multiple methods:
Even though the design layout is traditional, the brand does demonstrated its own brand personality and differentiated themselves from its competitors. They demonstrated a spirit fitting younger population with its rich color combination and photo choice. And it is also aesthetically pleasing.
Despite the great work put in design, Revolution Beauty have limited advantage in mobile integration and technology integration. Contrary to the smooth experience as it is in webpage on laptop, the mobile webpage took as long as 8 seconds to load. And even after loading, they made the cookie options big and dull, broke the aesthetic unity of the webpage. And the pop-up, which is only shown on the mobile webpage, also brings a negative experience to viewer. While the AI chat box function has been trending in other field of business, it is not yet set up with Revolution Beauty.
So, in conclusion, Revolution beauty have a decent website that it fits own purposes. But it does have its own drawbacks in mobile support and technology integration. Given Revolution Beauty is trying to reach younger generation of customers, it may be something to be updated for Revolution Beauty.
