Lush
Before
After
Why the Before Doesn't Work:
- Unfocused Headline: "Bath Products" is generic and doesn’t highlight the benefits or emotional appeal of the products.
- Minimal Product Context: The page doesn’t explain why users should choose Lush’s bath products or how they stand out.
- Weak Visual Impact: The static image of a person in the bath lacks engagement and fails to showcase the products in action.
- Overwhelming Navigation: The long list of product categories is harder to scan and may overwhelm users.
Why the After Work:
- Benefit-Driven Headline: "Bathe for health and happiness" focuses on the emotional and physical benefits of the products, appealing directly to customer needs.
- Engaging Product Highlight: Featuring a specific product ("Intergalactic") with benefits like essential oils and a visual of the bath bomb in action captures attention.
- Feature Highlights: Icons and short descriptions like "Peppermint oil cools the skin" and "Made with plastic-free glitter" emphasize unique selling points.
- Social Proof: A 5-star rating from "1000+ customers who love LUSH" builds credibility and trust.
- Clear, Inviting CTA: "Explore All Bath Bombs" is actionable and encourages browsing without overwhelming the user.
- Focused Navigation: Categories like "Bubble Bath Bars" and "Shower Gels" are visually appealing and help guide users toward their interests.
Supporting Data
- Benefit-Focused Headlines Work: Messaging tied to emotional and physical benefits increases conversions by 36% (Nielsen).
- Icons Improve Scannability: Highlighting features with icons increases user comprehension by 47% (NN Group).
- Social Proof Converts: Star ratings and customer testimonials improve purchase intent by 34% (BigCommerce).
- Simplified Navigation Boosts Sales: Clear category segmentation reduces bounce rates by 28% (Baymard Institute).