Murad, founded over 30 years ago by Dr. Howard Murad, is a pioneer in the skincare industry, emphasizing the belief that skincare is healthcare. Known for its clinical-grade products, Murad combines innovative active ingredients to address various skin concerns while maintaining a gentle approach for customers.
Since moving to Shopify, Murad has seen:
- 56% increase in conversion rates
- 17% increase in average order value
- Enhanced operational efficiency and reduced development time
- Improved customer journey with a seamless checkout process
The challenge: Inefficiencies in the tech stack
Before migrating to Shopify, Murad faced significant challenges due to inefficiencies in their existing technology stack. Their outdated content management system was separate from their e-commerce platform, making it time-consuming to merchandise the website and difficult to train new team members. This reliance on a few specialized individuals limited the team's ability to make updates and respond to customer needs effectively. "We had a lot of inefficiencies in our tech stack, which motivated us to look for a new platform." says Sherene Perrier, Senior E-commerce and Digital Marketing Manager at Murad.
The solution: A seamless transition to Shopify
Murad's shift to Shopify was motivated by the need for a more integrated, user-friendly platform. With Shopify, Murad has streamlined these processes, benefiting from an intuitive content management system that allows for easier onboarding and quicker updates.
The flexibility of Shopify's extensive app ecosystem has also been crucial. Instead of relying on bespoke solutions that required long development times, Murad can now easily integrate plug-and-play apps, enabling rapid testing and implementation of new functionalities. This agility allows them to focus on their core business rather than getting bogged down in development.
Additionally, the transition has greatly enhanced the customer experience. Murad has introduced features like an AI-powered quiz to help customers find suitable products based on their skincare concerns, aligning with their ethos of treating skincare as healthcare. The improved checkout process and user-friendly interface have made the customer journey seamless.
The result: Significant growth and improved customer experience
In the year since we've migrated to Shopify, we've seen a plus 56% increase in conversion rates, and we've also seen an increase in average order value of plus 17%. This has been really, really positive for us.
Since migrating to Shopify, Murad has experienced remarkable growth, including a 56% increase in conversion rates and a 17% increase in average order value. The improved customer journey, characterized by a seamless checkout process and enhanced user experience, has made it easier for customers to navigate the site and complete their purchases.
Murad's focus on education throughout the customer journey has also been strengthened. With features like an AI-powered quiz and detailed product pages, customers can better understand their skincare needs and find suitable products. This commitment to education has helped build trust and loyalty among their customer base. "Shopify has made it really easy for us to be dynamic and agile, allowing us to focus on the core aspects of our business", comments Sherene.
Looking ahead, Murad plans to continue leveraging Shopify's capabilities to enhance their customer experience further, including the implementation of A/B testing to optimize their site continuously. The partnership with Shopify has positioned Murad for sustained growth and success in the competitive skincare market.