L’Occitane increases sales on mobile by 15%

Industry : Beauty and Personal Care

Location : 30 countries worldwide

Case studies
About This Project

Lift in sales on mobile

The company

L’Occitane en Provence is an international retailer of body, face, fragrance and home products. It has more than 50 websites in 30 countries with over $1 billion in revenue in 2015.


L’Occitane noticed a large discrepancy in checkout page conversion between markets. For instance, dropout was much higher in Russia and China.

The Challenge

L’Occitane needed to quickly understand how users behaved differently

in each of its key markets to optimize the checkout UX and boost ROI.

The Methodology

L’Occitane used ContentSquare Saas to conduct a step-by-step analysis of the checkout process and  identify checkout struggle points specific to each market.

In Russia, which had the lowest conversion rate, behavioural metrics surfaced several key insights. For instance, users hesitated 13 seconds longer on the delivery page than the international average. This was time spent finding the difficult-to-locate address modification button, a function Russians use more than any other country.

The Results

By understanding the behaviour of their international users and making targeted, data-driven UX improvements, L’Occitane achieved an overall 15% lift in sales on mobile devices.

“By understanding user expectations, we were able to adapt our website to the specific UX requirements of our consumers.”

Agnès Debains, International Digital Director at L’Occitane