Philip Kingsley
A privately owned British haircare brand celebrated for it’s science-led, clinic-based approach to hair and scalp health. Philip Kingsley revolutionised the beauty industry by being one of the first to connect hair health to nutrition.
➝ Trading
➝ CRO & Development Roadmap
➝ Product Subscriptions
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Philip Kingsley needed a hands-on ecommerce lead to sharpen the online customer experience and squeeze more performance out of the site — improving conversion, refining UX, and identifying new opportunities for growth and customer retention across both the UK and US.
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During the 2 year period I spent with the brand, I led key initiatives to enhance digital performance, including building a UX-focused development roadmap and executing a robust A/B testing framework to validate design and feature improvements before rollout. I also managed the ecommerce strategy in which I;
launched a successful UK & US subscription program
overhauled the mobile search and navigation experience
introduced automated stock feeds for the digital and operations teams
onboarded an automated product merchandising tool to streamline inventory accuracy and availability
The Results
+21% conversion rate
within 6 months, driven by incremental changes from across our CRO roadmap
2k subscribers
retained through a new product subscription option in first 8 months
+4% daily revenue
increase YoY driven returning customers and optimisation of key shopping routes
In Situ - Desktop & Mobile
