TULA Skincare Leverages UserTesting to Help Boost Conversion Rates by 300% with Innovative Shade Finder Tool
March 28 2024 - 9:00AM
Business Wire
Revolutionizing Online Shopping: TULA’s
User-Centric Tool Transforms the Cosmetic Purchasing Experience
UserTesting, a SaaS leader in experience research and insights,
today announced customer TULA Skincare boosted conversion rates by
300 percent with the UserTesting® Human Insight Platform. The
research and design teams at TULA benefited from the rich human
insights collected through the UserTesting platform to design,
build, and launch a new shade finder tool on its website.
TULA Skincare faced a significant challenge with the launch of
“Radiant Skin,” a skin tint available in 30 diverse shades. The
company needed to ensure customers could easily find their perfect
shade online, a crucial factor for success in the makeup-skincare
hybrid category. In the lead up to the Radiant Skin Tint launch,
the company utilized UserTesting’s platform to help evaluate its
Figma prototypes, employing a unique approach that centers directly
on human insights. By engaging actual users in the development
process, TULA was able to significantly enhance the effectiveness
of its shade finder tool, distilling the quiz from six to three
steps and integrating images of real people to bolster user
confidence. These design decisions were a direct result of the
customer feedback they received through UserTesting, and which
dramatically improved the outcome of the launch.
This user-centered approach garnered remarkable results. Those
who used the Radiant Skin quiz had conversion rates four times
higher than those who did not. Additionally, only 1.4% of buyers
exchanged their purchases for a different shade, demonstrating the
effectiveness of the shade finder tool.
Ultimately, Radiant Skin Tint is one of TULA’s most successful,
recent product launches, with 42% of new customers drawn to Radiant
Skin in a single month after TULA launched the shade finder.
Lastly, Radiant Skin Tint sold in the top ten for both new
purchases and repeat customers. TULA capitalized on the value of
human insights for achieving success on the launch of Radiant Skin
Tint, ensuring the company was aligned with the needs of its
customer base rather than launching blindly. UserTesting helps
companies get insights from their target audience throughout the
product development process, ensuring that companies can make sound
decisions before investing more time and resources on the wrong
priorities.
“We needed to help users quickly and easily identify their
recommended shade,” said Alexandre Chau, Director, Tech &
E-Commerce, Europe at TULA. “If we did this right, it would boost
purchase confidence, provide a seamless and inclusive experience
for all users, and support TULA’s business objectives as we entered
a new product category. That’s where UserTesting and the power of
human insight came into play.”
“TULA Skincare’s success with the shade finder tool underscores
the critical role of user experience in the retail industry,” said
Michelle Huff, CMO at UserTesting. “By prioritizing user experience
and incorporating real-time insights, TULA created a tool that not
only exceeded customer expectations, but that improved their bottom
line. This achievement exemplifies how retailers can leverage
real-time feedback to refine their offerings and excel in their
competitive industry.”
About TULA Skincare TULA, meaning "balance" in Sanskrit,
is a clean and clinically effective prestige skincare and wellness
brand built on the power of probiotic extracts, which are
clinically proven to nourish, soothe, and balance skin. Founded by
practicing gastroenterologist, Dr. Roshini Raj, TULA Skincare sits
at the intersection of beauty and wellness and believes the same
ingredients that are good for your body are also good for your
skin. With a focus on being healthy and confident rather than
perfect, TULA aims to inspire everyone to #EmbraceYourSkin. TULA
Skincare was recently acquired by Procter & Gamble. TULA is a
digitally native, social-first omni channel brand with DTC as a
core capability and is also available through its beauty retail
partners including Ulta Beauty, Sephora, Nordstrom, and Neiman
Marcus in the US and internationally at Sephora Canada, in MECCA's
Australia and New Zealand markets, in China on global e-commerce
site TMALL, and at Space NK in the UK. For more information and the
latest news on TULA Skincare, visit www.tula.com.
About UserTesting UserTesting is fundamentally changing
the way digital products and experiences are built and delivered by
helping organizations get insights from customers–from concept to
execution. Built on top of a world-class, on-demand sourcing
engine, customers can receive fast, high quality, opt-in feedback
from both our proprietary and partner-sourced audience networks
around the world. UserTesting offers the industry's most
comprehensive experience research SaaS solution. Unlike approaches
that track user behavior or collect customer listening data on live
experiences, then try to infer what that data means, UserTesting
enables companies to get input directly from customers–earlier in
the process–helping to reduce guesswork, and bringing experience
data to life with human insight. The company, formed through the
combination of UserTesting & UserZoom, has more than 3,000
customers worldwide, including 75 of the Fortune 100 companies. To
learn more, visit www.usertesting.com.
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Media: UserTesting, Inc. Andy Dear
press@usertesting.com