How Ilia Guides Customers Through Every Stage of the Purchase Journey
Blog
5 Min Read
Ilia is a quiet powerhouse in the clean beauty space, and their Shopify site shows exactly why. It doesn’t try to be flashy, it tries to be useful. And that’s what makes it beautiful. Ilia guides the shopper step-by-step through the exact actions they’re likely to take. For any skincare or beauty brand selling on Shopify, it’s an exceptional model for building trust, increasing AOV, and creating repeatable systems.
Homepage Progression Mirrors Customer Intent
Ilia’s homepage walks with you hand-in-hand as you explore their brand and product offerings. The order isn’t random, it’s mapped to how people shop: what’s trending → what’s on sale → what people love → what’s new → how to save more → what's great together (bundles). That clarity reduces bounce and lifts engagement.
Product Cards Communicate Value at a Glance
Each product tile is more than a name and a price. When relevant it includes a badge (like “award-winning” or “bestseller”) in the main image, a one-liner explaining the key benefits (“light coverage,” “dewy finish”), and an action-oriented CTA like “Select Shade.” This encourages quick decision-making without requiring multiple clicks.
Founder Quote Section Adds Authentic Credibility
Ilia includes a short note from the founder on why the product exists and why it matters. This is such a powerful yet simple piece of social proof that most brands miss, and it’s especially effective for founder-led brands. Often brands focus on leveraging the trust from external figures while glossing over the in-house credibility that exists in their company.
Action Oriented Recycling & Sustainability Integration
Rather than just claiming sustainability, they show it in action. Their PDPs include a Bluebird widget that tells you exactly how to recycle each item.
Reviews Filtered by Skin Type, Tone, and Use Case
Ilia doesn’t just collect reviews, they make them easy to use. Customers can filter based on skin type, tone, concerns, and more, making the review content feel deeply relevant and increasing purchase confidence for new customers.
How You Can Apply This to Your Shopify Site
Whether you’re a beauty brand focused on guiding customer decisions or a skincare company looking to build trust through thoughtful details, here’s what you can take away:
Structure your homepage like a funnel. Start with bestsellers, then show promotions, reviews, newness, and finally ways to save or subscribe. Reflect the natural way your customers think and shop. Use website analytics to refine and tailor this strategy.
Upgrade your product cards. Include credibility (badges), benefits, and purpose to tell your product's story. Inspire the visitor to click to learn more or add to cart.
Include founder commentary or POV wherever possible. Even one thoughtful quote per PDP builds connection and trust.
Replace static “sustainable” language with tools. Integrate a how-to-recycle widget or sustainability claim that’s interactive.
Make reviews filterable by use case. Tools like Okendo can help customers find reviews that relate to their specific use-case. A review can be a powerful conversion driver if it can articulate how your product is great for the customer's unique needs.
Work With Us
If you’re a skincare or wellness brand on Shopify looking to revamp your site experience, our team specializes in design, development, and long-term store management tailored for high-growth beauty brands. Reach out to us and we’ll help bring this level of polish, conversion thinking, and brand depth to your store.
