Lancôme Revenue Increase Through Login Page Optimization

This case study outlines the optimization process undertaken by Lancôme to improve their login page, which was identified as having a high bounce rate. The digital team, in collaboration with AB Tasty, analyzed visitor behavior and the page's structure, discovering multiple sign-in options that could lead to visitor drop-off. The study presents a design change where the 'create a new account' option was moved to the center of the page, with the aim of creating a more logical flow for users. The results of the A/B test showed a 30% increase in clicks on the 'create account' option, a 17% increase in transactions, and a 15% increase in revenue. This demonstrates the significant impact that user experience design can have on online sales, particularly in reducing friction in the login process.