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Rossano Ferretti Parma is a luxury haircare brand that bridges ecommerce with a network of physical HairSpa locations (Zurich, Abu Dhabi, Parma). For this case study, I reviewed the storefront through a conversion-focused lens — homepage priorities, category navigation, and credibility signals — to find what's driving purchases and where there's room to lift conversion further.
Key focus areas:
Hero priority — the "NEW! Rossano Ferretti HairSpa Zurich" slide promotes a physical salon location above product, worth testing against a product- or bestseller-led hero for online shoppers not near a HairSpa
Shop by Product navigation — Conditioners & Masks / Serums & Oils / Sprays & Mousse tiles with individual "Shop Now" CTAs, giving quick category entry
Award/credibility badges — "Clinically Proven" and press award seals stacked on product tiles, reinforcing quality claims at a glance
Education content — "How to Videos" (Glossy Definition, Voluminous Hair Tutorial) building product usage confidence before purchase
Expert/artist credibility — named stylist/artist profiles (Art Director, Hair Artist) with location tags, lending salon-level authority to an ecommerce site
Shipping incentives — Free Samples/Free 2-Day Shipping thresholds in the top bar, worth testing prominence and whether AOV nudges could reinforce them further down the page
Deliverables: full audit report, prioritized quick wins, and an A/B testing roadmap ranked by impact vs. effort.
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