Anne Semonin

Increasing revenue from AnneSemonin.com website by intercepting relevant user journeys, convincing users to buy and maximising conversion rate.

Anne Semonin Paris is a pioneering made-to-measure skincare brand. Their personalised skincare approach has been appreciated by many celebrities and beauty influencers. However, website sales did not reflect that. In addition, brand awareness in France was much lower than in the UK.

The analysis of industry trends and our own search insight research showed a significant shift in consumer behaviour towards sustainable but personalised skincare routines. Search terms related to ‘skincare mixology’ were becoming more popular.

As this aligned to Anne Semonin’s positioning, it was a perfect opportunity to make the brand relevant in this crowded space, drive new sales and up-sell to customers.

The CRO audit and user video recording also revealed several important yet easy to fix conversion blockers, e.g. unnecessary and confusing messaging during the checkout process.

We analysed the existing customer base and identified common traits, interests and media consumption. Next, we mapped it to the personas and customer journey to identify gaps. As it turned out, the UK-based audience was already aware of the brand but were not converting. The French audience, on the other hand, exhibited low awareness levels.

This led to the development of channel strategy for both markets. This focused more on the consideration and conversion in the UK (Search, SEO, CRO) and awareness channels in France (Paid Social).

SEO visits increased by 15% year-on-year in the first 6 months.
Paid Social and Display campaigns delivered 265% more visits than expected.
Average conversion rate increased by 33% year on year.