Grace & Stella is a beauty brand known for affordable self-care products and strong DTC traction. While they had solid traffic from ads and organic channels, their site wasn’t converting as expected. Despite high visibility, they were losing potential revenue — especially on upsells and post-click performance.
Grace & Stella’s site was underperforming where it mattered most: converting traffic into sales. Despite strong visitor numbers, their conversion rate was stuck below industry benchmarks, and upsell revenue was nearly zero. Bounce rates were high on key landing pages, and users weren’t moving smoothly through the funnel. They were investing heavily in paid traffic but not seeing the return — the site simply wasn’t optimized to convert.
Since most of Grace & Stella’s traffic was landing on a page before heading to Amazon, I designed a focused squeeze page to improve pre-Amazon conversions. The goal was to warm up visitors, reinforce key value propositions, and increase the likelihood of purchase once they hit the Amazon product page. This included optimized messaging, trust signals, and a single clear CTA.
To boost revenue, I implemented an upsell strategy targeting overstock items. Using a Shopify upsell app, I created post-purchase offers that helped move excess inventory while increasing average order value — all without undercutting main product lines.
Finally, I ran A/B tests on key Shopify product page templates to reduce friction and improve conversion rates for non-Amazon traffic. These tests focused on layout adjustments, simplified decision points, and stronger product messaging — all aimed at making it easier for users to say “yes.”
The optimized squeeze page drove a 2x improvement in ROAS by better qualifying traffic before sending it to Amazon — resulting in more efficient ad spend and higher return. Meanwhile, the A/B testing on product page templates led to a 2% increase in conversion rate by reducing friction and helping users make faster purchase decisions. The upsell strategy also delivered an additional $15K in revenue by effectively moving overstock through post-purchase offers.
Together, these improvements turned underperforming touchpoints into high-leverage revenue drivers — all backed by data and designed to convert.
