Product features

Brands should pair each product with its unique features so customers know exactly what they're purchasing. According to a survey by Mintel, 47% of consumers agree that clear product information is essential to their purchasing decisions. By providing detailed information about the ingredients, benefits, and how-to-use instructions, customers can make informed purchasing decisions.

Rhode Skin does an excellent job of showcasing their products' unique features on their website. For example, if you click on a product, you will see a detailed description of the product, its ingredients, and its benefits. This allows customers to understand exactly what they are purchasing and how it can benefit their skin.

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Recommended products section

In addition to clear product information, it's crucial to have a recommended products section that suggests complementary products to enhance the customer's purchase. This not only increases the average order value but also makes it easier for customers to find products that work well together.

Rhode Skin's checkout section prompts customers to complete their "Rhode Routine" and offers the option to purchase a curated set of additional products.

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Personalisation

Personalisation is also becoming increasingly popular in the beauty industry, and e-commerce platforms can leverage this through quizzes that match customers with the best-suited products for their individual needs. According to a report by Epsilon, personalised emails have a 29% higher open rate than non-personalised emails. Personalisation can help build a stronger connection between the brand and the customer, increasing customer loyalty and sales.

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User-generated content and social proof

To build trust and credibility, brands can display user-generated content and social proof from satisfied customers. A survey by BrightLocal found that 86% of consumers read reviews for local businesses, and the same goes for beauty brands. Displaying reviews and ratings on a product page can help customers make informed decisions and increase their confidence in the brand.

Rhode Skin's "Reviews" section displays user-generated content and reviews from satisfied customers, building trust and credibility with potential customers.

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Quick view option

A quick view option is also essential for enhancing the customer's shopping experience. This feature allows customers to see a product's essential information without having to navigate away from the current page. This saves time and makes the shopping experience more efficient.

Rhode Skin's website has a quick view option that allows customers to see a product's essential information without navigating away from the current page. This feature makes it easy for customers to compare products and make informed decisions.

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Complimentary gifts and samples

Offering complimentary gifts or samples is also a great way to encourage customers to try new products. According to a report by Influenster, 65% of consumers are more likely to purchase a product after receiving a complimentary sample. This not only incentivises customers to purchase but also increases the likelihood of repeat purchases.

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Shop the feed

Lastly, "shop the feed" prompts customers to explore the brand's social media content and purchase products seen in real-life situations. This feature is becoming increasingly popular as customers want to see how products look and feel in real life before making a purchase.

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All in all, these simple prompts can help beauty brands stand out in the crowded e-commerce landscape and provide an exceptional shopping experience for their customers. By providing clear product information, suggesting complementary products, personalising the shopping experience, displaying user-generated content, offering a quick view option, providing complimentary gifts or samples, and encouraging customers to "shop the feed," beauty brands can set themselves apart and win the hearts (and wallets) of their customers. Rhode Skin's website does an excellent job of incorporating these prompts to provide a memorable shopping experience for their customers.

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Editor's pick: Glazing Milk

A nutrient-rich, lightweight essence that boosts barrier function and provides immediate, luminous hydration. Hailey's essential prep step to calm skin and begin the rhode routine.

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