Aesop
Rebuilt their US DTC site in Webflow. Editorial luxury feel, sub 2 second loads and a product discovery flow that turned browsers into buyers without ever feeling pushy.
Where they were stuck.
Aesop US had a beautiful brand but a website that was not converting. Average session duration was strong at 3 minutes 40 seconds but conversion rate was just 0.8%, well below the luxury DTC benchmark of 1.8%. Product pages had minimal editorial context, the ingredient story was buried in a tab no one clicked and checkout dropped to a generic Shopify template that felt jarring after the premium brand experience.
What we did about it.
We rebuilt the site in Webflow with a fully custom checkout skin that matched the brand aesthetic throughout. Product pages were redesigned as editorial experiences with ingredient origin stories, ritual instructions and in context pairings shown as recommendations rather than upsells. Page speed was a core constraint and we hit 1.7 second load times on mobile. Navigation was simplified from 11 items to 5 and a scent finder quiz was added to the homepage to guide first time buyers to the right product without requiring them to browse.
What changed.
Conversion rate improved from 0.8% to 2.1% in the 90 days post launch. Online revenue grew 2.8x. Average order value increased from $68 to $94 as the editorial product pairings drove more multi item baskets. The scent finder quiz became the highest converting entry point on the entire site with a 6.4% conversion rate from quiz completion to purchase.
Numbers
that mattered.
The conversion up close.
Plotted across the engagement window. Each checkpoint represents a measurable shift in the underlying metric.
The site finally feels like Aesop. Conversion rate went from 0.8% to over 2% and the scent quiz alone became our best performing funnel entry. It is the most commercially impactful thing we have done to our digital presence in years.
Let's build yours.
Tell us about your brand and we'll send back a 90 days plan with milestones and pricing.