Beauty Meets UX: The Redesign That Doubled Conversions for SILK & ASC
When a household name like Wesfarmers Limited sets out to transform the online experience of two of Australia’s biggest cosmetic clinic networks – SILK Laser Clinics and Australian Skin Clinics (ASC) – the stakes are high.
Both brands are leaders in laser, skin, and cosmetic treatments. But their digital journeys were starting to fall behind the modern standard of quality user experience expected in 2025. That’s where Click Click Media came in to give their online purchasing experience a full refresh and evolution.
Just one month after launch, the results speak for themselves: purchases doubled, conversion rates soared, and booking requests surged.
The Stakes: From “Good Enough” to Game-Changing
Both brands were already doing well. But “good enough” isn’t enough in the beauty & cosmetics world — where trust, confidence, and clarity matter as much as the services themselves.
Some of the issues:
- Scattered navigation that overwhelmed users, especially new visitors
- Important info (consultation needs, add-ons) hidden too deep
- Checkout flows that felt disjointed and heavy, especially on mobile
Wesfarmers challenged us: give SILK and ASC a purchasing UX that feels polished, mobile-first, trust-building — an experience that customers want to return to, and one that grows with the business.
Borrowing Brilliance: What We Learned From UX Research + Internet Benchmarks
Before diving into the designs, we looked at what research & industry data say about which UX changes drive serious payoffs. Some of the stats that influenced our direction:
- A well-designed user interface (UI) can increase conversion rates by up to 200%, and a full UX strategy can raise that up to 400%. (Design Rush)
- Investing in UX isn’t just “nice to have” — one stat showed every $1 invested in UX yields ~$100 in return (~9,900% ROI) in some cases. (Truelist)
- Mobile experience matters enormously: mobile users are significantly more likely to abandon a task if the site isn’t optimized — some sources say 5× more likely. (UXCam)
- Sites with slow load or clunky UX suffer: for example, a 1–10 second increase in mobile page load time leads to a 123% higher bounce probability, according to recent data. (DesignRush)
These benchmarks confirmed our intuition: focusing on clarity, speed, mobile-first design, and taking friction out of the flow isn’t just good design — it’s critical business leverage.
UX Improvements That Made the Difference
When we redesigned the purchasing flow for SILK and ASC, we focused on a handful of high-impact UX improvements. Each one was backed by research and designed to directly address the pain points we saw in the original experience.
Smarter Navigation That Reduces Cognitive Load
We introduced a two-layer floating navigation system: a top bar for switching between categories like Laser Hair Removal, Skin Treatments, Body Sculpting and Skincare, with token-style filters underneath for quick subcategory browsing. On mobile, these filters become a swipeable slider that feels natural and thumb-friendly.
Why this works: Clarity in navigation is critical. Research shows that poor navigation is one of the top reasons users bounce, especially on mobile. In fact, mobile users are up to 5× more likely to abandon a task if the site isn’t properly optimised (UXCam). By giving users a clear sense of place and a flexible way to explore, we removed friction and kept them moving forward.
Faster Browsing With Compact Treatment Cards
We redesigned treatment cards to highlight only the essentials: treatment name, price, and a short description. The more compact layout allows more cards to appear on screen at once. Flexible labels call out promotions or add-ons without overwhelming the interface.
Why this works: Simpler, more digestible cards reduce decision fatigue. Users scan visually and make faster choices when layouts are concise and consistent. A well-designed UI can increase conversion rates by up to 200%. By streamlining the cards, we made browsing quicker, easier, and more confidence-building.
Guided Product Drawers That Keep Momentum
Instead of sending customers to a separate page, clicking a treatment now opens a product drawer. Here, customers can see treatment descriptions, confirm consultation requirements, choose quantities, and add complementary skincare — all in one place.
Why this works: Interrupting a user’s flow with unnecessary page loads creates friction and confusion. Drawers keep the process familiar and mobile-friendly, mirroring common app interactions. Research confirms that smooth, mobile-optimised flows reduce task abandonment significantly (UXCam).
Mobile-First Experience Built for Today’s Users
From sticky navigation elements to layouts designed for thumb reach, the entire purchasing journey was built with mobile in mind. We prioritised performance too, ensuring the flow was lightweight, fast, and smooth across devices.
Why this works: Mobile now accounts for well over half of browsing and booking traffic in industries like beauty. If mobile performance isn’t optimised, the consequences are dramatic: a 1–10 second increase in load time increases the chance of bounce by 123% (UXCam, Eleken). By making mobile the priority, we not only improved experience but also reduced abandonment at scale.
Trust-Building Features That Drive Conversions
We added consultation requirement warnings earlier in the flow, surfaced relevant add-ons within the same journey, and made promotions visible but unobtrusive. This built transparency while creating natural opportunities for upselling.
Why this works: Trust is everything in health and beauty. Customers are far more likely to complete a purchase when they feel informed and reassured. Studies show that well-designed UX doesn’t just increase conversions, it also drives engagement and retention (Navin Rao). By integrating trust signals and add-ons in the right moments, we reduced hesitation and increased average order value without harming user confidence.
The Outcomes: Proof in the Numbers
After going live on 18 August 2025, the impact was immediate. Here are the performance gains we saw in that first month post-launch — the real payoff:
SILK Laser Clinics
- Purchases: +104.8%
- Purchase Conversion Rate: +89.3%
- Booking Requests: +86%
Australian Skin Clinics (ASC)
- Purchases: +126%
- Purchase Conversion Rate: +87.1%
- Booking Requests: +25%
These numbers show not just more people buying or booking, but more efficient and confident conversions. Users are moving through the redesigned flow more willingly, with fewer blockers.
Why It Works
For customers:
- Clear, simple navigation that feels intuitive
- Key information delivered at the right time
- A journey that builds trust, not confusion
For the business:
- A scalable digital framework for future campaigns
- Built-in upsell opportunities
- A stronger, unified brand presence across both networks
Key Takeaway
By combining data-backed UX best practices with a design that respects how real people behave online, Click Click Media helped Wesfarmers’ beauty brands transform their purchasing flows from functional to frictionless.
In just one month, SILK and ASC didn’t just see more traffic or more clicks — they saw conversion rate gains of nearly double, more booking requests, and purchases up 100-plus percent.
Great UX isn’t just about looking good. It’s about making every interaction count — for the customer and the business.
Ready to Redesign Your Digital Experience?
The results for SILK and ASC prove one thing: when UX is built around real customer behaviour, the impact is immediate and measurable. Purchases doubled, conversion rates soared, and more customers than ever booked treatments with confidence.
At Click Click Media, we specialise in turning complex digital journeys into seamless, scalable experiences that not only look good but drive growth. Whether you need a complete redesign of your purchase flow, smarter campaign performance, or a strategy to future-proof your brand, our team knows how to deliver.
Don’t let an outdated experience hold your business back. Get in touch with Click Click Media today and see how we can help you transform your digital presence into measurable results.
