Primary CTA Prominence: 9
CTA Density: Just Right
Thumb Reachability: 7
Visual Hierarchy: Excellent
Unique Strategies: Very clear price in CTA. Excellent radio button design for purchase type. CTA disappears on scroll.
Primary CTA Prominence: 9
CTA Density: Just Right
Thumb Reachability: 10
Visual Hierarchy: Very Good
Unique Strategies: Effective use of a sticky footer CTA, which is a key best practice. The initial CTA button is slightly less prominent than others.
Primary CTA Prominence: 9
CTA Density: Just Right
Thumb Reachability: 7
Visual Hierarchy: Good
Unique Strategies: Use of brand color (green) for the primary CTA. Offers 'Find in Store' and 'Gift Wrap' options, adding utility.
Primary CTA Prominence: 8
CTA Density: Just Right
Thumb Reachability: 8
Visual Hierarchy: Excellent
Unique Strategies: CTA is disabled until a shade is selected, guiding user flow. Excellent visual shade selector. Seamless cross-sell CTA for the brush.
Primary CTA Prominence: 10
CTA Density: Just Right
Thumb Reachability: 6
Visual Hierarchy: Excellent
Unique Strategies: Extremely prominent, high-contrast primary CTA within a colored block, making it the undeniable focal point. Lacks a sticky CTA.
Primary CTA Prominence: 7
CTA Density: Just Right
Thumb Reachability: 6
Visual Hierarchy: Good
Unique Strategies: Brand color (periwinkle blue) used for the primary CTA. Unique quantity selector design. CTA is not sticky and gets lost on scroll.
Primary CTA Prominence: 7
CTA Density: A Bit Busy
Thumb Reachability: 7
Visual Hierarchy: Moderate
Unique Strategies: Uses 'Add to Basket' copy. The overall CTA block feels less cohesive than competitors, with multiple outlined buttons creating some visual competition.
Primary CTA Prominence: 9
CTA Density: Just Right
Thumb Reachability: 10
Visual Hierarchy: Very Good
Unique Strategies: Excellent use of a sticky footer CTA. The 'Get the look' section has a clean, integrated 'Add to bag' CTA. 'Find your store' is a good secondary CTA.
Primary CTA Prominence: 8
CTA Density: Just Right
Thumb Reachability: 7
Visual Hierarchy: Good
Unique Strategies: Clean, minimalist design. The cross-sell CTAs are prominent and match the primary CTA style. No sticky footer.
Primary CTA Prominence: 8
CTA Density: Just Right
Thumb Reachability: 7
Visual Hierarchy: Very Good
Unique Strategies: Primary CTA is disabled until a shade is selected. Very clear visual shade selectors. CTA is not sticky.
Primary CTA Prominence: 8
CTA Density: Just Right
Thumb Reachability: 7
Visual Hierarchy: Good
Unique Strategies: 'Complete Your Routine' section features a compelling 'Build Your Ritual' CTA, promoting discovery over a simple cross-sell. No sticky footer.
Primary CTA Prominence: 8
CTA Density: Just Right
Thumb Reachability: 6
Visual Hierarchy: Good (Above Fold Only)
Unique Strategies: Strong, clear, full-width primary CTA above the fold. However, its effectiveness plummets once the user scrolls, as there is no sticky element.
Primary CTA Prominence: 3
CTA Density: Too Few
Thumb Reachability: 2
Visual Hierarchy: Poor
Unique Strategies: The primary CTA is not visible in the initial viewport, a major conversion inhibitor. The focus is on shade selection and content, but the path to purchase is missing.
Primary CTA Prominence: 9
CTA Density: Just Right
Thumb Reachability: 10
Visual Hierarchy: Excellent
Unique Strategies: Combines a disabled CTA until shade selection with a sticky footer, which is a powerful combination for guiding the user and ensuring the CTA is always present.
Primary CTA Prominence: 9
CTA Density: Just Right
Thumb Reachability: 10
Visual Hierarchy: Excellent
Unique Strategies: Excellent sticky footer CTA. Clearly shows disabled/OOS state for variants with a 'Notify Me' CTA, capturing potential future sales. Great bundling options.
Reasoning: This is the single most impactful optimization for mobile PDPs. It keeps the primary conversion action within the user's thumb-reach at all times, drastically reducing friction and increasing conversion rates. Hero, Glossier, Rhode, and Saie demonstrate this perfectly.
Reasoning: The 'Add to Cart/Bag' button should be the most visually dominant element in the purchase area. A full-width, solid, high-contrast button is unambiguous and easy to tap.
Reasoning: For products with required options like shades, disabling the 'Add to Cart' button until a selection is made prevents errors and provides a clear, visual cue for the user's next step. Merit, Summer Fridays, and Saie do this well.
Reasoning: The value proposition (e.g., 'Save 15%') should be the most prominent part of the subscription copy. Using simple radio buttons for selection reduces cognitive load.
Reasoning: Instead of just showing other products, frame them as 'Complete Your Routine' (Crown Affair) or offer easy bundling (Rhode Skin). This increases AOV by providing curated solutions, not just more items.
Reasoning: Adding the price to the button copy (e.g., 'Add to Bag - $25') reinforces the commitment and adds a layer of transparency, which can increase user confidence before they proceed to checkout.
Opportunity: Implement a Sticky Footer CTA
Recommendation: Loops has a strong primary CTA above the fold, but it disappears upon scrolling. This is a significant friction point. A sticky footer containing the 'ADD TO CART - $20.00' button should be implemented to keep the purchase action constantly accessible, mirroring the best-in-class experiences of competitors like Hero Cosmetics, Glossier, and Rhode Skin.
Potential Impact: High. Likely to increase add-to-cart rates and overall conversion.
Opportunity: Strengthen 'Subscribe & Save' Copy
Recommendation: The current copy is 'Subscribe + Save'. While good, it could be more compelling by explicitly stating the benefit. Test variations like 'Subscribe & Save 15%' (if applicable) to make the financial incentive immediately clear, as seen on Necessaire and Hero Cosmetics.
Potential Impact: Medium. Likely to increase subscription adoption rate.
Opportunity: Introduce Contextual Cross-Sell/Bundling CTAs
Recommendation: The PDP currently lacks opportunities to increase Average Order Value (AOV). Introduce a 'Complete Your Routine' or 'Pairs Well With' section below the main product info, featuring other relevant Loops products with simple 'Add' CTAs. This encourages users to buy multiple items in one transaction.
Potential Impact: Medium. Likely to increase AOV.
Opportunity: Add 'Notify Me' Functionality for OOS Products
Recommendation: While not visible here, if a product goes out of stock, the 'Add to Cart' button should be replaced with a 'Notify Me When Available' CTA. This captures valuable lead data from high-intent customers and allows for re-engagement marketing, as demonstrated effectively by Rhode Skin.
Potential Impact: High. Recaptures otherwise lost sales and builds a waiting list.
Description: The main 'Add to Cart/Bag' button is a solid, high-contrast (usually black or a dark brand color) rectangle that spans the full width of the screen. This gives it maximum visual weight and makes it easy to tap.
Examples:
Color Psychology: Black or dark colors convey sophistication, luxury, and authority, creating a decisive call to action.
Description: A persistent CTA bar at the bottom of the viewport that remains visible as the user scrolls. It often contains the primary 'Add to Cart' button and sometimes the price.
Examples:
Effectiveness: Extremely effective for mobile conversion as it removes the friction of having to scroll back up to make a purchase decision. It keeps the primary conversion goal always within thumb's reach.
Description: Using clear radio buttons to select between 'One-time Purchase' and 'Subscribe & Save'. The selected option is often visually emphasized with a solid border or background color.
Examples:
Effectiveness: Provides a clear, binary choice, reducing cognitive load. Highlighting the savings on the subscription option is a key persuasive element.
Description: For products with shades or colors, circular swatches are used instead of text dropdowns. The selected swatch is typically highlighted with a border or checkmark.
Examples:
Effectiveness: Highly effective for beauty products, as it provides a visual representation of the product, aiding the decision-making process.
Description: Small, secondary 'Add' or 'Add to Bag' buttons are placed next to complementary products within 'Complete the Look/Routine' sections, facilitating easy AOV increase.
Examples:
Effectiveness: Reduces friction for adding related items by not requiring the user to navigate to a new PDP.
Description: The primary 'Add to Cart' button is visually disabled (e.g., grayed out, lower opacity) until a required variant (like a shade) is selected. This guides the user through the necessary steps.
Examples:
Effectiveness: Excellent for preventing errors and clearly communicating the required user flow before purchase.
Strategy: Primary CTA Above the Fold
Description: The main purchase CTAs (variant selection, quantity, Add to Cart) are placed in the top section of the PDP, immediately visible upon loading without scrolling.
Effectiveness: High. This caters to decisive shoppers and ensures the path to purchase is immediately clear. All analyzed brands follow this principle.
Challenge: The CTA can be lost once the user scrolls down to read reviews or ingredients.
Strategy: Sticky Footer CTA for Persistent Access
Description: Placing the primary CTA in a persistent footer bar. This is a direct solution to the 'above the fold' challenge.
Effectiveness: Very High. This is a mobile-first best practice that keeps the conversion action constantly available, significantly improving thumb-reachability and reducing user friction.
Examples:
Strategy: Contextual Cross-Sell Placement
Description: Placing 'Add' CTAs for other products within relevant sections like 'Complete Your Routine' or 'You May Also Like', rather than just a generic product carousel.
Effectiveness: High. It feels more like a helpful recommendation than an upsell, increasing the likelihood of an add-on purchase.
Examples:
Strategy: Thumb-Zone Optimization
Description: Key interactive elements like the primary CTA, quantity selectors, and variant selectors are placed in the center or bottom half of the screen, making them easy to reach with a thumb.
Effectiveness: Critical for mobile usability. Sticky footers are the ultimate execution of this strategy. Brands without them have lower thumb-reachability scores as users scroll.
Variations:
Analysis: 'Add to Bag' is slightly more common among fashion/lifestyle-leaning beauty brands (Glossier, Merit), implying a boutique or curated experience. 'Add to Cart' is a more universal e-commerce term. Both are highly effective and instantly recognizable.
Variations:
Analysis: Including the price directly in the CTA button reinforces the value exchange and reduces the chance of surprise. It's a confidence-building micro-copy strategy.
Variations:
Analysis: The most effective copy clearly and concisely states the direct benefit (the percentage saved). Using '+' or '&' is more scannable than 'and'. Necessaire's 'Subscribe + Save 15%' is a prime example of clarity.