# LovelySkin redesign checked by 10 pre-launch tests: +39% conversion

- Outcome: Won
- Page type: Site-wide (Ecommerce)
- Elements: Layout, fonts & visual design
- Test run by: [Surefoot](https://liftarchive.com/practitioners/surefoot/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://surefoot.me/case-studies/lovelyskin
- Page: https://liftarchive.com/test/lovelyskin-redesign-validated-launch/

LovelySkin's site redesign was followed by a 39% rise in conversion rate and a 20% rise in average order value after launch. Before going live, Surefoot ran three rounds of user interviews and ten A/B tests on the riskiest parts of the new design. This is a before-and-after comparison of a full redesign, not a split test of new site versus old.

## Result

**+39% conversion**

- Conversion rate: up 39% after launch, compared with before.
- Average order value: up 20% after launch.
- The case study reports no performance dip after launch.
- Results of the ten individual pre-launch tests were not reported.

## Control

LovelySkin's previous website.

## Variant

A redesign by LovelySkin's in-house team, with new functionality and an updated brand look. It was refined through three rounds of 1:1 interviews on prototypes and ten A/B tests on its highest-risk pieces.

## Why it likely won (our reading)

- Testing the riskiest pieces first meant changes that would have hurt sales could be caught before launch.
- Interviews on prototypes surfaced confusion the in-house designers had stopped noticing.
- Because it is before-and-after data, some of the lift could come from season, traffic mix or promotions. The case study does not say.

## Caveats

Before-and-after comparison, not a split test: other factors could have affected the numbers. The ten pre-launch A/B tests are not reported individually, and sample size and time window were not shared.

## How to run this test

- Hypothesis: If we test the highest-risk parts of our redesign with A/B tests and user interviews before launch, then the new site will match or beat the old one because we fix problems before all traffic sees them.
- Primary metric: Site-wide conversion rate
- Guardrail: Average order value
- Guardrail: Revenue per visitor
- Guardrail: Checkout completion rate
- Who should test it: Established stores planning a major redesign with real revenue at stake. Very small stores may not have the traffic to run ten tests before launch.

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Credit: Surefoot ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/lovelyskin-redesign-validated-launch/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.