JLo Beauty

Rebuilding a high-value subscription flow to cut friction and lift conversion.

OVERVIEW
JLo Beauty's Deluxe Kit sales flow was losing customers between kit selection and upsell — friction in an otherwise high-value journey. I ran the project to diagnose exactly where buyers dropped off and rebuild the flow around how customers actually move through it, from landing to cart.
client
JLo Beauty
jlobeauty.com
DELIVERABLES
GA4 & heatmap analysis
Funnel diagnosis
Landing / kit-selection / upsell redesign
Subscription flow optimization
Flexible promo-ready page design
YEAR
2024-2025
Role
Director of Client Services
Senior Project Manager

The diagnosis came first. Using GA4 and heatmaps, we pinpointed the exact drop-off points across kit selection and the upsell steps — the places where a high-intent shopper was losing momentum. From there, we restructured the three pages that mattered most: the landing page, the kit-selection step, and the upsell. The rebuild guided customers through the decision with clearer value communication and stronger visual storytelling, and the new page design was built to flex — ready to support ongoing promos and new bundle gifts without a rebuild each time.

Key Results

Following the rebuild, the flow saw lift across the metrics that matter — installment sign-ups, core product conversion, and Deluxe Kit upsell conversion — with a smoother, lower-friction path from landing to cart.
‍Specific figures withheld at the client's discretion.

What I Led

• Ran the project end to end, from diagnosis through launch
• Directed GA4 and heatmap analysis to locate funnel drop-off
• Coordinated the redesign of the landing, kit-selection, and upsell pages
• Drove a flexible page system built to support ongoing promos and bundles
• Kept the build aligned to the brand's premium standard

NEXT

HomepageServicesPortfolioAboutGet In TouchLinked In
San Marcos, California
hello@whitneycaldwell.co