Vichy Laboratoires

Committed to Skin Health Science
Client
  • Vichy Laboratoires
Services
  • User Experience
  • Conversion Optimization
Industry
  • Retail
  • Pharmaceutical
Deliverables
  • Optimization (AB) Tests
  • Data Analysis
  • Workshops & Training
  • Expert Reviews

About the project

Committed to Skin Health Science

Vichy Laboratoires is well-known brand for anyone who ever endured problems with their skin like acne. And even for those who simply want to enjoy the sun, Vichy Laboratoires offers a solution with their sunscreen. But do you know what products fit your skin-type? Or the order/ routine to apply it in the most effective way?

Lucky for those in need, their website offers plenty of information. From interesting blog posts, to a digital self-scan that finds the perfect products to improve the quality and health of your skin! And obviously you can find more information about each product, where to buy it and more.

Video created by Vichy Laboratoires™

My role in this project

Conversion Optimization Campaign

My role as a CRO Consultant for Vichy Laboratoires was to find possibilities in the online customer journey that would lead to conversion growth. A role that required lots of research, creativity and many AB tests.

Setting up and filling a test backlog, building test-variations in Google Optimize, digging through data sources like Google Analytics and obviously reporting test results where part of the weekly routine. A routine that lasted almost 2 years!

And to top it all, I even got the chance to help them create a voice controlled application. This diversity is one of the things that I truly loved about the assignment. Vichy Laboratoires gave me their full trust to experiment what I deemed worthy. And that repaid itself in a subconscious level of gratitude that made me even more motivated to succeed. With great results I might add!

Examples of my work for Vichy Laboratoires™
Vichy offers a great User Experience by giving the visitors all the information they could ask for. There's even a tool that matches the best product with your skin through the camera of your phone!
'Hey Google, talk to Vichy!' The use of voice applications grew rapidly in recent years, so it was time for Vichy to jump on board. Imagine doing your skincare routine while getting perfect instructions in both sound and video. And al of that without touching any screen with your creamy fingers.
Now test tools often show the winning variant with a nice green number behind your goal. But you shouldn’t jump to conclusions too soon. Even though the variant shows green numbers on your selected goal, it might stil have effect on other parts of your customer journey. That’s why I always finish with a strong Result Analysis.

The biggest challenge I faced

International hierarchy

The market Vichy Laboratoires operates in, is much bigger than the Netherlands or Belgium. Vichy supplies the world. And even though it would be easy if everyone on the planet spoke the same language, we all know this is not the case. To solve this issue, Vichy made their website available for everyone in their preferred language.

To make sure every country or region uses the same brand style, the main domain in ‘Paris, France’ is responsible for the look & feel. It sounds logical, but comes with a major sacrifice in flexibility. The international market can only ask for desired changes. When the main domain is not convinced of the requested alteration, it won’t happen.

Does this make it nearly impossible to change the website? Definitely not! Paris might control the main domain, but it doesn’t mean they aren’t open to improvement. They just want to make sure the requested changes have a solid foundation and reasoning. And what better argument than big fat numbers?