～ 12 min

Era Pro Makeup is an online store for professional cosmetics that offers a wide selection of products for face, lip, and eye makeup. The website features a quiz to help choose the right cosmetics and filters to easily find the necessary products. The project was created using services such as Tilda, Airtable, Integromat, Collabza, and Sendpulse. Payments are processed through Stripe. The project's support in the form of subscriptions to all services costs the client $463 per year, which is four times cheaper than Shopify.

Era Pro Makeup is a manufacturer of mineral decorative cosmetics. The main target audience is women who care about their health and want to use eco-friendly cosmetics. The store operates within the EU. The company's annual turnover is 290,000 euros.

The client approached me with a request to improve the operation of her online store, Era Pro Makeup. The customer wanted the store to be more convenient and functional for buyers, as well as to increase sales.

The previous store was complicated for customers – buyers got lost in the product cards, there was no convenient switching between shades (they had to navigate to a new page for each shade), and it was difficult to choose cosmetics that matched their skin tone.

The initial task of the client was formulated as follows: "Make my online store better and so that I can edit it myself if needed." But I rephrased it into more specific goals:

- Transfer the store to a user-friendly platform – Tilda turned out to be the right choice. The client can make changes at any time.
- Rebuild the database on Airtable – it’s convenient to work with customers, products, and inventory, even from a phone.
- Add a step-by-step quiz for selecting cosmetics. It’s easy to find the right shade for one’s skin type and not get lost in a large catalog.
- Automate everything possible to reduce manual labor and avoid hiring unnecessary staff. For example, automatic deduction of stock upon purchase and removal of products from publication if they are out of stock, while sending a notification to the employee via email.

The client complained that the current online store does not meet the needs of its target audience. Women who care about their health and want to use eco-friendly cosmetics often encounter problems when shopping on the site. The store is not user-friendly, and some features are not intuitive.

The current online store is built on 1C Bitrix. The site cannot be edited without the involvement of a specialist, the platform does not comply with GDPR requirements under sanctions, and the site itself is morally outdated and does not inspire trust among the target audience compared to competitors.

Started work with an analysis of the current website and identifying problem areas. As a result, I identified the following issues:

Complex interface; Non-intuitive search; Inconvenient checkout process; Limited options for product returns. Inability to edit website sections without a specialist.

I proposed a number of solutions to improve the store, including:

Simplifying the interface to make it more intuitive and user-friendly. Adding a quick search function to help users quickly find the desired product. As an option – a step-by-step quiz for selecting cosmetics. Optimizing the checkout process. Eliminating manual work: so that customer data is automatically sent to CRM, a receipt is sent to the client, an order is generated for the warehouse, and the customer receives a tracking number for delivery. Adding the ability for product returns.

I also suggested several additional features to the client, including:

A blog that will help customers get additional information about cosmetics and improve search performance. Adding a review section so that customers can share their comments and recommendations.

Full automation of processes: purchasing, notifications, shipping, document management, and inventory management. Abandoned cart feature – if a customer leaves their cart but does not complete the payment, they will receive an email with a button to return to payment.
Database – which is also the CRM. No need for third-party services; you can check order statuses, shipping statuses, handle customer objections, and reconcile inventory with the warehouse.
Scaling in 2 clicks. The database is synchronized with the website. If the customer adds 100 new products, the product cards will be generated automatically and appear in the catalog. You can remove a group of products from publication with one click.
Step-by-step quiz with automatic product selection from the catalog.
Editing the website, managing the customer database, and working with the warehouse – directly from your smartphone without needing to involve a specialist.

~ 2 min

~ 1 min

I will show how dynamic product cards are formed.

~ 3 min

We place orders and make payments for goods, review the processes involved in purchasing, automation of purchases and accounting.

~ 2 min

I will show you how to change the data in the product card without logging into the website.

~ 2 min

~ 3 min

Database and structure, store operation logic, process flow, and CRM system

~ 1 min

I will show you how to easily edit content on the website without involving specialists.

As a result of the work, the online store Era Pro Makeup has become more convenient and functional for customers. The client is satisfied: now she can edit the site herself without specialists, works with the database from her phone, adds products to the site with one click, and conveniently withdraws funds from the Stripe payment system.

In the first week after the launch of the online store, we sent out a newsletter to customers who visited the previous site in February but did not make a purchase, and received 12 sales with a total check of 5500 euros. The conversion rate to sales was 12%.

Client's feedback: