Case study

LightenUP Plus

CLIENT: LightenUp PLUS
TIMELINE: 10 days
HEADLINE RESULT: Up to 67% increase in conversion rate

Services

Shopify Design
PDP Development

Turning Product Proof Into a 67% Conversion Lift

LightenUp PLUS is a skin-brightening body care line sold through Mitchell Brands’ Shopify store. Its Brightening Body Lotion targets dark spots and uneven skin tone, a product category where visitors need convincing proof before they trust a claim like “brightens skin” enough to buy. Conxept redesigned and redeveloped the product page (PDP) to lead with that proof and cut the reliance on dense paragraph copy. The new page was designed in Figma and built on Shopify in 10 days, delivering up to a 67% increase in conversion rate.

The challenge

Benefit discovery Trust & proof

01

Product benefits buried in paragraph copy

The page described what the lotion does (fades dark spots, hydrates for 24 hours, evens skin tone) in blocks of running text. A visitor skimming on a phone had to read past full sentences to find the specific benefit they cared about, instead of scanning a handful of clear claims.

Mobile scanning Conversion friction

02

No visual proof for a results-driven category

For a product that claims to fade dark spots, a written description does little on its own. The page had no dedicated before-and-after evidence, which is one of the strongest trust signals in the skin-brightening category, so visitors had no fast way to see that the product worked before adding it to cart.

- The Approach

Conxept redesigned and developed the Shopify PDP in Figma and launched it within 10 days. Product benefits were transformed into scannable highlights, while a dedicated before-and-after gallery, customer stories, and Loox photo and video reviews brought proof closer to the purchase decision. GA4 and Hotjar were used to track conversion behavior and identify drop-off, leading to the gallery being moved higher on the page. The Shopify build was also optimized to maintain a PageSpeed score above 80 despite the additional visual content.

Measurement and Testing

Impact & Outcomes

Results

Moving the before-and-after gallery higher up the page, next to the scannable benefit highlights, gave visitors proof and reason to buy before they lost interest, which drove the 87% increase in add-to-cart rate. Keeping the page's speed score above 80 despite the added photography meant that proof didn't come at the cost of load time. Together, that combination of faster answers and stronger evidence is what pushed the 67% increase in overall conversion rate.

Up to 67% increase

Conversion rate

Up to 87% increase

Add-to-cart rate

Improved to 80+

Page speed score

Takeaway

Making the Product Page Carry the Proof

This project shows how Conxept treats a product page as the main conversion surface, not just a spec sheet, especially for a category where visitors need to see results before they believe them. Scannable benefits, real before-and-after proof, and a fast-loading page all had to work together. For a prospective client, that’s the model: the page carries the burden of proof so the visitor doesn’t have to take a claim on faith.

- Testimonial

“Conxept completely transformed how we present the product. The new page makes the benefits much easier to understand, brings real customer results forward, and gives shoppers the proof they need before making a purchase. Seeing conversion increase by up to 67% and add-to-cart rate by 87% shows how much stronger the experience became.” - Hew Moore

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