Perfumerías Avenida

  • Services

    Business, Data & IA & Product Lab

  • Country

    Spain

  • Year

    2025/2026

  • Months worked

    12 months

RESUME

Perfumerías Avenida, a national leader in perfumery and cosmetics, unified and optimized its digital and omnichannel experience to maximize conversion and retention in a highly competitive online market.
The initial analysis revealed a rising bounce rate and declining engagement in certain key categories, highlighting the need to improve the relevance, consistency and usability of digital touchpoints.
The main goal was to maximize conversion and retention by increasing the quality of organic traffic, optimizing the user experience (UX/CRO) and reinforcing the brand’s visual and narrative consistency across the ecommerce.

  • Objective

    Design and implement a comprehensive digital strategy that:

    • Improves the browsing and shopping experience on the ecommerce site.
    • Reduces bounce rate and increases organic traffic conversion.
    • Strengthens SEO positioning for categories and product pages.
    • Aligns commercial content with brand identity and omnichannel customer expectations.
  • What we did

    1. Full SEO, UX & CRO Audit

    • Technical and content analysis of the website
    • Pricing strategy evaluation
    • Conversion funnel and user behavior analysis
    • Benchmarking against direct competitors

    2. Customer Journey Diagnosis

    • Identification of key friction points
    • Mapping the digital customer journey from search to repeat purchase
    • User segmentation by purchase intent and traffic source

    3. Ecommerce Redesign and Optimization

    • Structural and SEO recommendations for product pages and categories
    • Definition of prompts to generate more persuasive and consistent product descriptions
    • Web design improvements for both desktop and mobile
    • Integration of dynamic recommendations and value-added editorial content

    4. Tactical Activation

    • Implementation of dashboards combining GSC + GA4 + CRO for impact monitoring
    • Creation of a unified brand tone and UX writing guide
  • Services Involved
    • SEO & Content Strategy
    • UX/CRO Optimization
    • Digital Analytics & Insights
    • Product Experience Design
    • Brand & Copy Activation
    • Marketing Automation

KeyResults

  • +45%

    Consolidation of a consistent and strong brand identity across the entire funnel.

  • +35%

    Improvement in the website’s organic visibility.

  • +30%

    Increase in qualified organic traffic.

  • +25%

    Growth in online sales and customer loyalty.

LEARNINGS

  • An effective digital experience relies equally on SEO, UX, and narrative
  • Content consistency (categories, descriptions, tone) is key to reducing bounce rate and increasing high-quality traffic
  • Continuous analytics enables iterative improvements with significant cumulative impact
  • Marketing automation on the PDP, side cart and checkout reduces friction and multiplies the value of already-captured traffic.
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