How Laura Geller Beauty Consolidated Their Tech Stack and Increased Revenue by 30.7%

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Conversion Rate Uplift

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Per Session Value Increase

Total Experiences & Tests

Background

When Harry Roth joined Laura Geller of AS Beauty Group as their marketing leader, he brought extensive experience from Fair Harbor, Parade, and Tommy John, plus intimate knowledge of enterprise personalization platforms from his time at Dynamic Yield.

What he found at Laura Geller was a familiar problem: a fragmented approach to onsite optimization.

Challenges

The brand was simultaneously running three separate tools for their website experiences:

  • One platform for A/B testing
  • Another for upsells and cross-sells
  • A third for customized banners

This multi-tool approach was creating significant operational challenges:

  • Scattered data across platforms made it difficult to get a unified view of performance
  • Dev resource drain from managing multiple integrations and implementations
  • Site performance issues from loading multiple scripts and tools
  • Slow testing velocity due to complex workflows across different systems

The Solution

Drawing from his experience with Dynamic Yield at enterprise brands, Harry recognized that Laura Geller needed a unified platform, but one built specifically for Shopify brands. The decision to switch to Visually came down to three critical factors:

1. Site Performance

Visually's unique architecture eliminates the latency issues, flicker, and user experience interruptions that plague many testing platforms. For a beauty brand where visual presentation is paramount, this was non-negotiable.

2. Ease of Use

The platform enables rapid testing without consuming precious development resources, allowing Harry's team to increase their experimentation velocity significantly.

3. Consolidation

All testing capabilities and data unified in one place, with built-in segmentation, merchandising, and audience targeting, eliminating the need to stitch together insights from multiple platforms.

The Results

Within months of implementation, Harry and his team were running 30+ experiences simultaneously. Here are their three biggest wins:

AUTO-APPLY DISCOUNT: 15.9% REVENUE INCREASE

The Test: Laura Geller implemented an auto-apply discount with confirmation banner, prioritizing reduced friction over potential margin concerns.

The Insight: By removing barriers to purchase and providing immediate savings validation, the brand saw a 15.9% increase in revenue from paid campaign traffic.

Next Steps: The team is expanding the successful test to additional shopper segments. 

Laura Geller - Auto Apply Discount
Laura Geller - Empty Search

EMPTY SEARCH RECOMMENDATIONS: 30.7% CONVERSION RATE BOOST

The Test: Transform dead-end empty search results into product discovery moments.

The Impact: An astounding 30.7% increase in conversion rate by showing relevant products when searches returned no results.

Next Steps: Testing which specific products and collections perform best in this placement.

CHECKOUT UPSELLS: 1.6% REVENUE LIFT

The Test: Leverage Visually's checkout extensibility to implement seamless upsells below the order summary.

The Bottom Line: A 1.6% increase in checkout revenue—going directly to profitability.

Ongoing Optimization: Continued testing of different products and audience targeting for maximum impact.

Laura Geller - Checkout Upsells

The Results

Operational Efficiency 

  • Reduced from three separate tools to one unified platform 
  • Eliminated development bottlenecks
  • Improved site performance metrics

Revenue Impact 

  • 30.7% conversion rate increase from empty search optimization 
  • 15.9% revenue boost from auto-apply discount
  • 1.6% direct revenue lift from checkout upsells  

The Takeaway

Laura Geller's  experience demonstrates that the right consolidation strategy can simultaneously improve operational efficiency and drive meaningful revenue growth. By moving from a fragmented multi-tool approach to a unified platform built for their specific needs, they achieved:

  • More tests running simultaneously 
  • Faster iterations  without developmental dependencies
  • Bigger wins through comprehensive optimization

Here are Harry's thoughts on using Visually:

Something that I found extremely rewarding is how Visually has helped us execute promotions and experiences targeting specific groups of customers, showing them unique creative while the rest of our site remains business as usual.


Harry Roth - Director of Ecommerce, AS Beauty Group