Project History 

Adore Beauty launched online 16 years ago in 2000.  The strategic vision of Adore Beauty is to create an empowered beauty consumer, through superior brand selection, tools and service to help with product choice, and opportunities for trial.

Target audience:

  • 88% female, age 25-45
  • Busy women seeking convenience
  • “Beauty junkies” who like to discover new products

Technologies Used:

- E-commerce platform: Magento Enterprise

  • Flexible system that can cope with many SKUs (we have over 20 000), and integrates readily with other systems
  • Multi-store capability is enabling us to roll out both white-labelled ecommerce stores (for single brands), as well as localised sites (e.g. NZ)

- Site acceleration:
  • Site speed is extremely important for maximising conversion; has been able to reduce our page load times by ~2 seconds

- Site search: SLI Systems
  • Selected for its Learning Search capabilities – with thousands of products, it’s paramount that customers can find what they’re looking for quickly and easily

- Wordpress blog functionality
  • Wordpress is integrated with Magento to provide a magazine-style content experience, across all areas of the site to educate the consumer and assist choice. Adaptive layout provides a quality experience on all devices.

- Olark – Live Chat
  • Easy to use in-browser live chat software that routes chats across our customer service teams in 2 timezones. Customers use chat to help make product decisions.

- Testing & UX: Visual Website Optimiser + Hotjar
  • We constantly conduct A/B and multivariate testing with VWO to optimise conversion and improve the customer experience
  • Hotjar records user sessions to inform our UX strategy

- Email & Recommendations: Emarsys
  • Provides personalised recommendations for customers, both onsite and within editorial & automated email campaigns

Site Usability


  1. Inline Quick Look – allows users to quickly check product details from category/result pages, without interrupting the browsing experience (especially on a tablet) – you don’t have to open or close a popover, you can just keep scrolling

  2. Infinite scroll – no need to click to navigate to the next page of results

  3. Adaptive layout gives maximum usability on mobile devices. The mobile template focuses on search and category navigation, while never compromising on product information. Meanwhile the desktop site was specifically designed to work just as well on a tablet, with attention paid to spacing and touch areas.

  4. Features & Benefits  - customers can refine their results by the product feature or benefit they are looking for.  E.g. in Mascaras, customers can refine by Waterproof.

  5. Shop By Concern - This navigation option enables customers to browse by products that treat a particular skincare concern

  6. Skincare Profile - A more detailed option than Shop by Concern, Skincare Profile uses a questionnaire to deliver more customised recommendations across 24 different skin profiles.

  7. Learning recommendations - Leveraging machine learning and AI, we track customer behaviour including email, site and search behaviour to recommend just the right product at the right time.

  8. Location & time based personalisation - e.g. you are browsing before 11am and are in Melbourne, you will be shown information about our same day shipping service. 10am in Perth - you will be shown how long you have to get a product shipped the same day.

  9. Multiple sort options - customers can sort results by 16 different options including best sellers, latest arrivals, top rated, most viewed, and staff picks.

Project Performance

Revenue: ~$15m (FY16). Projected $21-22m for FY17

Conversion Rate: 4.24% (12 months to May 1, 2016)

Customer Rating:

  1. 4.9/5 from 4000+ reviews, Google Trusted Stores

  2. 9.65/10 from 5000+ reviews, ResellerRatings

Growth stats (12 months to May 1 2016, compared to previous year):

  1. Sessions +62%

  2. Bounce Rate improved by 11%

  3. Revenue +73%

  4. Average order value +8.55%


  1. Deloitte Tech Fast 50 (2014, 2015)

  2. Deloitte Asia Pacific Tech Fast 500 (2014, 2015)

Customer Experience

  1. Multiple shipping options including free standard delivery (eParcel), Express next day delivery nationally, Same Day delivery in Melbourne, Click and Collect in Melbourne

  2. Multiple payment options:  credit card (can be saved for registered members), Paypal, bank deposit, Afterpay, Alipay

  3. Comprehensive customer service available 7 days a week until 9pm:

    • Live chat

    • Email

    • Phone

    • Social media

  4. Opportunities to try before you buy:  

    • 2 free samples with every order, plus a Tim Tam  for that extra surprise and delight

    • Weekly deluxe size sample for a featured product, available on orders over $79

    • Regular gift with purchase opportunities featuring trial sized products

  5. 30 day returns policy, fully tracked using ParcelPoint network for customer ease of use

  6. Complimentary personalised skin/hair/makeup consultations available from our team of beauty experts

  7. Online experience is personalised for every user with learning recommendations based on purchase/browse behaviour

  8. Easy to use across any device; adaptive layout for mobile

  9. World-first proprietary foundation matching tool to assist shade selection for foundations

  10. Beauty IQ blog/knowledge base, designed to assist product choice (e.g. “what’s the best hair straightener for your hair?”) and to educate on product use and application (“the foolproof way to apply false lashes”)

  11. Onboarding assistance for customers:

    • Non purchasers receive a customised series of emails with product recommendations and guidance, and are also offered a one on one consultation with a beauty expert

    • First time purchasers are invited to review their experience, and receive information on our services and additional value

  12. Regular loyalty rewards for ongoing customers

Site Design


  1. Aspirational, yet approachable

  2. Simple enough so as not to clash with the identity of any of our brands – yet distinctive enough that the Adore Beauty brand is instantly recognisable

  3. Clean yet feminine colour palette


  1. Emphasis on search – large search box in top nav

  2. Product pages are designed to include maximum information, without looking overwhelming or messy (//  We are also trialing longform content-rich product pages based on our learnings with Tmall in China, particularly for products that need more explanation - e.g. //

  3. Maximises merchandising/promotional real estate to encourage exploration and discovery (//

  4. Dynamic content used heavily throughout the site to ensure the site is always looking fresh – e.g. New Arrivals, Best Sellers, Latest Promotions

  5. Personalised recommendation widgets are seamlessly integrated to dynamically customise the browsing experience for each individual user.  E.g.

  6. Blog content is integrated with shopping pages - e.g. // (scroll to the bottom)

  7. Custom landing pages – designed to convert traffic driven from a particular source – e.g. for a new customer prospecting campaign: //

  8. Adore Beauty Live (on the homepage- scroll down // is a virtual peek inside someone’s bathroom cabinet – displays what others are buying in real time

  9. Adaptive layout is easy to use across any device or screen size, while maximising performance on mobile