As a leading cosmetics company, Physicians Formula is known for creating fun and glamorous makeup that is safe for sensitive skin. Found in major retailers such as Target, Walmart, Walgreens, CVS, and Rite Aid, they are known for being America's #1 Bronzer Brand, America's #1 Natural / Organic Face & Eye Makeup Brand, and America's #1 Mineral Makeup Brand. For over 75 years they have maintained a commitment to product purity and quality, which is a testament to the brand that they have built.
Every year, we do a site refresh for Physicians Formula and introduce a fresh design with an optimized user experience, using our learnings from the previous year. For the past couple of years, we had been keeping an eye on the increasing number of mobile devices used to view their website, and in 2015 website usage steadily increased to from around 40% to 60% coming from mobile devices.
Even though we had been building the website to be responsive for the past 3 years, we previously used a desktop-first design approach. With the surge of mobile device usage (and with no sign of mobile device usage declining in the near future!), we decided 2016 was the right time to use a mobile-first design approach for the refresh.
Designing for smaller screen sizes first meant that there was a much smaller area to grab the user's attention when they land on the site. This meant that we had to be incredibly intentional about what content we put in this space, so that they would be engaged from their first glance and would want to scroll down the page to see more.
During the refresh, we also made several small changes that added up to major sitewide improvements. We removed the carousel on the homepage (due to low conversion rates), added user-generated content to all product pages (social proof is shown to increase conversion), pulled related content onto product pages (awards, press mentions, product finders, and more), built out focused tutorial video pages (with related products linked for easy purchase), added social feeds to the site, and added product finding resources to select the perfect product for you, just to name a few!
Since the launch of the mobile-first redesigned site, we have seen mobile usage increase even more (it's quickly approaching 70% of device usage). The additional tweaks and new features have been very well received by users, driving increased engagement. Conversion has been up on the website as well, with the conversion rate up 130% over 2015. And not only is the site optimized for mobile devices, but it looks amazing and performs swimmingly on desktops too!