Esker Beauty Analysis: Maximizing Ecommerce Potential

You can watch the full review here: DTC Ecommerce Beauty Brand Amazon and Shopify Breakdown - Esker Beauty (youtube.com)

Hi everyone, Keith here from Tendi Agency. Today, I'm diving into Esker Beauty, an emerging DTC eCommerce brand focused on women's skincare. I'll break down their website and Amazon store, highlighting areas of strength and opportunities for improvement.

Esker Beauty Website Review

Homepage

1. Unique Selling Proposition (USP):
   The homepage showcases Esker's USP prominently: "Care for the skin below your chin." This catchy and rhyming slogan effectively communicates their focus on body skincare.

2. Hero Image:
   The large splash image is visually appealing but might be occupying too much space. It’s essential for branding but could be balanced better.

3. Body Skin Type Quiz:
   The body skin type quiz is a fantastic tool for engaging visitors and personalizing their experience. I recommend placing this quiz front and center to drive more traffic into their quiz funnel, reducing any resistance to entry.

4. Imagery and Media Mentions:
   The product images are well-shot, set against a slightly off-white background that stands out on the white page. Esker's media mentions (Allure, Vogue) are strategically placed but could benefit from a redesign for better alignment and prominence.

5. Shopify Enhancements:
   Consider hiring a Shopify developer to rearrange elements for a cleaner look, ensuring all important badges and media mentions are visible simultaneously.

6. Build Your Bathroom Sanctuary Section:
   The interactive element mimicking Amazon's premium A+ content is great but needs better product-focused shots. Highlight the products more than the bathroom background.

7. Reviews and Testimonials:
   While boasting 2000+ five-star reviews is impressive, personalizing these reviews can be more impactful. Phrases like "2000+ five-star Esker transformations" align better with the brand's message.

8. User-Generated Content (UGC):
   Replace generic testimonial images with authentic UGC photos and videos. This adds credibility and relatability. Consider adding before-and-after images to demonstrate product efficacy.

Amazon Store Review

Main Listing: Limited Edition Beauty Body Plane Set

1. Main Image:
   The current image uses the original product packaging, which appears unpolished. Opt for a 3D render to achieve a cleaner, more professional look.

2. Readability and Layout:
   The packaging design instructs users to read from right to left, which is counterintuitive. Redesign the layout for a left-to-right flow and enlarge the text for better readability.

3. Highlight Ingredients:
   Key ingredients should be prominently displayed on the packaging, similar to supplement brands. This strategy helps highlight product benefits effectively.

4. Adding Badges and Ribbons:
   Incorporate badges or ribbons on the main image to emphasize key features or USPs, such as "Viral on TikTok" or "Made in the USA." This draws attention and provides instant context.

5. Videos:
   Current videos lack sound and text, diminishing their effectiveness. Add voiceovers or on-screen text to explain the unboxing process and product features.

6. A+ Content:
   Esker needs to leverage Amazon's premium A+ content capabilities. This enhances the product listing with rich media and detailed information, improving customer experience and conversion rates.

Additional Listing: Firming Oil

1. Title and Keywords:
   Revise the title to include more descriptive keywords. For instance, mentioning "Cellulite" can target a broader audience searching for firming solutions.

2. Main Image Improvements:
   Similar to the previous listing, highlight key ingredients and benefits on the packaging. Use bolder text and include visuals of the ingredients to make the product stand out.

3. Enhanced Content:
   Add A+ content to provide a comprehensive overview of the product, its benefits, and real-life applications. Include before-and-after photos and UGC to build trust.

Overall Recommendations

Esker Beauty has a strong foundation with their branding and product focus. However, implementing these enhancements can significantly improve their online presence and sales performance:

1. Website Enhancements:

• Prioritize interactive tools like the body skin type quiz.

• Optimize media mentions and reviews for better visibility and impact.

• Utilize authentic UGC and before-and-after images to build credibility.

2. Amazon Store Improvements:

• Use 3D renders for cleaner product images.

• Redesign packaging for better readability and alignment with user reading habits.

• Highlight key ingredients and USPs prominently.

• Add engaging and informative videos with voiceovers and on-screen text.

• Utilize Amazon's premium A+ content for a richer shopping experience.

By addressing these areas, Esker Beauty can enhance their brand presence, engage customers more effectively, and ultimately drive higher sales and conversion rates. Looking forward to seeing their growth!