Beauty products website design

The Brief: Aromatherapy Associates, the leading brand in spa and aromatherapy products, asked Graphic Alliance to take over its design, development and management of its UK, US and Asia websites. The brand has become known globally for its therapeutic products over the last 30 years and now features in many superb hotels, resorts and day spas around the world. Graphic Alliance’s brief was to update the Aromatherapy Associates family of Magento e-commerce websites in order to make the online experience consistent with the physical spa experience.

Project Notes: The Aromatherapy Associates websites were extremely sales focused with a real emphasis on the product catalogue and it was important to expand the brand experience side of the online presences. The brand has a wonderful story to tell as the founders have proven time and again that their products can enhance the physical, mental and emotional wellbeing of its customers. Thus it seemed necessary to expand the branded content areas of the websites to communicate these key messages strongly.

Furthermore on a practical note it was still beneficial to review the product catalogue and shopping process in order to make the purchasing experience seamless. Graphic Alliance introduced a new look and feel to the promotional banners with clear calls-to-action. An intuitive mega-menu was added to the main navigation in order to make all the product categories one click away. Products categories were regrouped by not only product type (e.g. candles, body oils) but also the positive effect that these products have on the customer (e.g calm, revive). Further enhancements were also made to the shopping process in order to dramatically reduce basket abandonment and increase conversions.

The Result: The Aromatherapy Associates websites are now fully responsive to desktop, tablet and mobile devices which means the excellent online experience is assured across all platforms. There has been a notable rise in appointments booked using the floating ‘Book a Treatment’ functionality. Online conversions has improved since Graphic Alliance implemented its list of on-site enhancements and basket abandonment is notably decreased this year.