Case Study 2 — Make Up
From one page to multi-intent selling
Buying Moment
Help me choose · Show me · I know what I want
Structural Unlock
Parallel selling motions
Outcome
From a single PDP flow to intent-led journeys
Key Insight
From one page to multi-intent selling — without redesigning the site.
The Challenge
Traditional e-commerce structures weren't built for the complexity of modern customer journeys. Every visitor arrived with different intent, but they all saw the same experience.
- Generic product pages that didn't match the promise of paid ads
- One-size-fits-all navigation that confused first-time visitors
- No way to create targeted experiences without rebuilding the entire site
- Lost conversions from the disconnect between ad messaging and landing pages
We were spending thousands on ads, but our landing pages weren't speaking to what brought people in. The disconnect was killing our conversion rates.
At-a-Glance
Make Up (DTC)
Global
Paid social, creators, search, email
Help me choose · Show me · I know what I want
3 core storefront types
Days
The Situation
Context, Not Problem
The brand was a performance-led make up company with strong hero products across base, lips, and eyes. Growth was driven through a mix of creator content, benefit-led paid campaigns, and bestseller-focused search traffic.
The team was running multiple campaign angles in parallel — tutorials, before/after, shade matching, viral product pushes — all sending traffic to the same product detail page.
The Structural Mismatch
Shoppers were arriving in different mindsets:
But the site was built for one behavior.
- Some wanted help choosing the right option
- Some wanted to watch and be inspired
- Some were ready to buy immediately
This wasn't a creative problem. It was a structural one.
Different intents were being forced through the same page.
The Constraint
This mismatch created clear limits:
- Decision-driven campaigns underperformed because there was no guidance layer
- Creator traffic engaged but didn't convert
- High-intent users were slowed down by unnecessary content
The team had ideas. The site had only one way to sell.
The Decision
Instead of redesigning the PDP, creating dozens of one-off landing pages, or compromising on campaign strategy, the team chose to add dedicated storefronts for each buying moment using RevWay.
Additive
the core site remained intact
No rebuild
existing PDPs and collections stayed
Faster
new journeys could be launched in days
Design for intent, not for compromise.
Storefront Strategy
Core
The team launched three distinct storefront types, each with a clear job.
Virtual PDP
Help Me Choose
A guided decision experience designed to resolve between multiple options.
- 3–4 products in one flow
- Each with its own images, variants, pricing
- Clear differentiation by coverage, finish, or use case
The system helps the user decide.
Video-led Storefront
Show Me
An inspiration-first experience designed to carry the creator story through to purchase.
- Short-form video as the primary driver
- Minimal friction between story and product
- Seamless transition from watching to buying
The story leads. The product follows.
Modern PDP
I Know What I Want
A fast, clean buying experience for high-intent users.
- Immediate value clarity
- Reduced noise
- Prominent CTA
No detours. Straight to purchase.
Campaign Mapping
With structure in place, the brand mapped campaigns intentionally:
“Find your perfect foundation”
Virtual PDP
“Creator tutorials / UGC”
Video-led storefront
“Bestseller + viral product ads”
Modern PDP
Each campaign now landed on a journey that matched the shopper's mindset.
The Storefronts
Visual Proof
Visual Coming Soon
Virtual PDP — 4 options in one flow
Visual Coming Soon
Video-led Storefront — creator video above product
Visual Coming Soon
Modern PDP — clean, fast buy view
Each visual shows a different selling motion for the same category.
How It Was Used
Process + Iteration
The team followed a simple pattern:
Identify the intent
Duplicate a winning storefront
Swap products, copy, and media
Launch
Iterate based on performance
Once one storefront worked, creating the next one was a breeze.
Storefronts became reusable patterns, not one-off builds.
Impact
Higher conversion across decision-led campaigns
Improved performance from creator traffic
Faster purchase paths for high-intent users
Increased velocity of campaign launches
Different intents finally had different outcomes.
Why It Worked
Category Thesis
Make up is not a single motion category. It is discovery, decision, and desire — often at the same time. By designing separate paths, the brand stopped forcing all shoppers into one experience.
Because different buying moments need different journeys.
Key Takeaways
Multi-intent selling unlocked
The brand now sells through parallel journeys, not a single page.
Campaign strategy decoupled from site structure
Ideas are no longer blocked by page limitations.
Narrative control per product
The same product can be positioned differently by journey.
PDP no longer the center of the universe
The journey now leads. The catalog follows.
Reuse + iteration, not reinvention
Once a pattern worked, it was duplicated and evolved.
“We finally have different ways to sell, instead of one page trying to do everything.”
— Head of Ecommerce
What's Next
The brand is expanding into:
Each new idea now has a structure to live in.
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