About the project
Youshouldbehair (YSBH) is a US-based online boutique offering premium hair care, long-lasting extensions, and fashion-forward accessories. The brand was founded by Jay Cousar and built for women who treat hair care as self-care. It blends hair & fashion in a curated space where each product supports the customer's next confident look.
Main tasks of the project:
- Improve website conversion rate and key KPIs;
- Optimize the customer journey across all funnel stages;
- Enhance mobile usability and engagement;
- Increase customer loyalty and return visits.
Key usability issues
A UX audit and behavior analysis revealed usability issues across all funnel stages, including:
- Missing brand information and benefits on key pages;
- Lack of retention features like a visible Rewards program;
- Weak brand communication and unclear value proposition;
- Poor visibility of free shipping and purchase incentives;
- Unrefined funnel transitions with missing content or functionality.
We move to prototyping to showcase possible ways to optimize the interface to eliminate these difficulties and improve the user experience.
Homepage: engage & guide to purchase
Problem: Only 40% of users reached the catalog, and 43% reached a product page. The homepage lacked product sections, brand representation, and reasons to trust or explore.
Solution: Add blocks with company info, brand benefits, product categories, brand list, and social proof — a block with real customers’ feedback. These changes help users understand the brand advantages and move deeper into the funnel.
Product list: easy to choose and buy
Problem:
- No “Buy” button on product cards;
- Filters weren’t fixed — forced users to scroll;
- Favorites icon was too large and caused confusion.
Solution:
- Added a clear buy button for fast-track shoppers;
- Fixed filters to top/bottom for better navigation;
- Repositioned and reconfigured favorites for better usability without login required.
Product page: inform & boost CR
Problem: The CR for the purchase was only 0.82%. Users lacked information about key product details such as ingredients, how to use it, and benefits. Not fixed “Buy” button while scrolling negatively affected the CR to the shopping cart. The Rewards program was hidden, so users weren’t motivated to buy more or return.
Solution:
- Expand product descriptions with key ingredients and usage details;
- Add a fixed buy button to keep CTAs visible;
- Prominently showcase rewards program information;
- Include blocks with reviews, related products, and FAQs.
Shopping cart: no drop-off, increase AOV
Problem: Only 44% proceeded to the next step. The page lacked information about free shipping and had no cross-sell block with relevant product suggestions.
Solution:
- Add a free shipping promo to encourage users to buy more items and, thus, increase AOV;
- Implement a cross-sell section for related products (testers, accessories, etc.)
Results
During the 3-week CRO Package collaboration, we:
- Performed a comprehensive UX audit;
- Developed detailed prototypes for key website pages;
- Delivered the roadmap of actionable UX improvements.
The Youshouldbehair team independently implemented the UI updates based on our recommendations, noticing an increase in sales and overall improvement in website performance following the implementation.
