Case Study Overview
Key Results
The original website was an early-stage template-based brand site with outdated design, single-dimensional product displays, and a lack of interactive content and trust signals. During the independent website upgrade, the brand visual identity was reinvented, a product review content library was established, and social proof with user-generated content was integrated. The entire project took three months to complete. Specific results are as follows:
Website Performance: Lighthouse score increased from an average of 93 after the upgrade (achieved through lightweight design + global CDN acceleration, enhancing mobile and international access experience).
Website Traffic: Average monthly visits were under 300 before the upgrade. After the upgrade, through synchronized Xiaohongshu/Instagram content + SEO optimization, organic traffic increased by 600% within six months, with overseas traffic accounting for 50%.
Website Inquiries/Orders: The first consumer order was received in the 2nd month after launch. B2B inquiries began flowing in from the 4th month onward. Average monthly orders/inquiries stabilized at over 200 from the 8th month.
Website Revenue: In the 6th month, monthly consumer sales exceeded $20,000. In the 9th month, three overseas distributors were secured, with the first B2B order reaching $80,000 (approximately RMB 580,000). By the 11th month, an annual supply agreement was signed with a European beauty retailer, with an estimated annual procurement value exceeding $500,000.
Project Background
The client’s original website was built in 2018 using a generic template, primarily focused on brand image display. Product detail pages were thin, lacking critical purchasing decision information such as ingredient descriptions, real-user reviews, and usage tutorials. For years, sales relied mainly on offline distributors and e-commerce platforms, with the website generating virtually no direct revenue.
With the rise of the DTC model and intensifying competition in overseas beauty markets, the client sought to establish direct-to-consumer capabilities through their website and reduce dependence on third-party platforms. However, lacking experience in content operations, they were initially skeptical about whether the website could drive sales, believing that only platform traffic or influencer promotions could generate revenue.
After in-depth communication, we recognized their strong product quality and完善的供应链 as having DTC brand potential, but they lacked effective visual presentation and content种草 systems. Therefore, we decided to abandon the old template site and rebuild it as a content-driven, socially integrated, conversion-oriented brand independent website.
Our Approach
Conducted in-depth analysis of beauty consumption trends in Europe, America, and Southeast Asia, researching the website architectures, visual styles, and content strategies of 15 international DTC beauty brands.
Leveraged Google Keywords and social platform trending searches to identify high-value keywords such as “anti-aging serum,” “clean beauty,” and “sensitive skin care,” developing a layered keyword strategy.
Established a product review content production system, including real-user testing, before-and-after comparisons, ingredient analysis, and influencer口碑 modules to strengthen trust and conversion.
Integrated social platforms including Instagram/TikTok/Pinterest for synchronized user-generated content display, social sharing incentives, and influencer content implementation.
Designed a trial-size product引导 + subscription mechanism to cultivate a私域 traffic pool, increasing repurchase rates and customer lifetime value.
Guided the client on regularly updating new product tutorials, skincare knowledge, and user stories, while using data monitoring tools for continuous conversion funnel optimization.