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In order to capitalize on their viral TikTok marketing, Truly Beauty has built a website shopping experience that focuses on surfacing relevant products for whatever portion of their hygiene routine customers are shopping for, from shampoo and conditioner combinations to body wash and shaving needs.
The product detail page (PDP) of individual products includes educational and instructional information about key ingredients and how to use the product to make sure they’re picking the right product for them. It also quickly calls out if that product is part of a set, which could potentially save the customer money, and increase the average order value (AOV) for Truly Beauty.
In addition to mentioning any sets a product may be a part of, Truly Beauty also has a module featuring products that are frequently bought together (which are often complementary to the original product the customer is considering). Truly drives purchases of the whole routine with a button encouraging customers to add all the products mentioned to their cart, essentially allowing customers to build their own bundles.
Once a customer is in the process of checking out, Truly Beauty includes a product ladder as a final attempt to increase average order value.
The product ladder shows additional products during checkout, and decreases the price of the products they’re offering after declining the previous offer. It’s a last ditch effort to add items and value to the customer’s cart before placing their order.