About the client

The beauty industry is dominated by misinformation--we cut through the noise & explain the research, empowering you to make educated skin care decisions.

—Paula's Choice, About Us

Paula's Choice has been dominating the skincare space since 1995. I found out about the company in 2010 on a Reddit forum raving about theirBHA Liquid Exfoliant. It was a lovely surprise to find them a client of CQL and a dream to be appointed to the team!

The Work

Supplementing the Paula's Choice development team, I built branded interfaces and admin dashboards on a headless commerce/content management system withSalesforce Commerce Cloud using React and TypeScript. Customer rewards and campaign call-to-actions were placed on the product, checkout, and index pages integrating with Google Optimize and Analytics for A/B testing driving data-driven decision-making and customer segmentation strategies. Enhanced web and mobile accessibility and addressed critical ADA compliance issues in HTML and CSS3.

From the employer

As a result of CQL’s UX Audit, CRO recommendations, and front-end development enhancements, PaulasChoice.com generated a 53.6% increase in conversion rates year-over-year, reduced abandoned carts by 7.8%, and reduced abandoned checkouts by 62.5%! With Paula’s Choice, shoppers can enjoy the best of both worlds – effective, research-based skincare products and effective, research-based online user experiences that build brand loyalty and produce glowing results.

—CQL, Salesforce Commerce Cloud Case Study: Paula's Choice