Morphe
Before
After
Why the Before Doesn't Work:
- Limited Representation: The single model image doesn’t showcase diversity, which limits relatability for a broader audience.
- Minimal Product Discovery: The page focuses solely on the “V-Day Haul” discount without offering other browsing options, which may restrict user engagement.
- Weak Call-to-Action Flow: “Shop Now” is functional but doesn’t emphasize exploration or connect users to specific products of interest.
- No Visual Hierarchy: The design feels flat with no segmentation or guidance to help users explore the site further.
- Lack of Social Proof: There’s no showcase of real-world product use or testimonials to build trust and inspiration.
Why the After Work:
- Diverse Representation: The featured models reflect a variety of skin tones and features, making the brand feel inclusive and relatable.
- Expanded Product Exploration: The addition of “Shop by Category” (e.g., Eyes, Complexion, Brow, Lips) provides users with immediate options to discover products tailored to their interests.
- Enhanced Visual Hierarchy: Key sections like the headline, categories, and “Morphe in Action” are clearly defined, guiding the user through the page in a logical flow.
- Social Proof in Action: The “Morphe in Action” section highlights real-life product applications, creating aspirational moments that encourage users to explore.
- Stronger Value Proposition: Free gift offers and discount banners are strategically placed to enhance urgency and incentivize purchase.
Supporting Data
- Diversity Builds Trust: Inclusive imagery increases engagement and loyalty by up to 30% (Google Consumer Insights).
- Personalized Discovery Works: Categorizing products by features or use case boosts conversions by 34% (Baymard Institute).
- Social Proof Drives Action: Showcasing products in real-world use increases purchase intent by 58% (Nielsen Norman Group).
- Visual Hierarchy Matters: Clear content segmentation reduces bounce rates by 37% (OptinMonster).