50+ Test Ideas for Charlotte Tilbury

After 7 years in CRO, working with 250+ Europe 1% DTC brands, I can tell you: a great funnel is not a finished funnel.

Here's what I'd test first:

Shade selectors show abstract color tiles with no skin preview beside them.

The PDP carries strong editorial imagery at the top but drops into dense text before the ATC.

The cart experience has a loyalty program upsell mid-flow. That's a second decision inserted at the highest-intent moment of the session.

Collection pages mix editorial content with product grids in a way that works beautifully on desktop, but it creates scroll confusion on mobile.

The AI-powered "Ask" feature on PDP is one of the smartest uncertainty-reduction tools I've seen on a beauty brand.

The homepage hero rotates campaigns without a clear hierarchy.

...and more! Full hypotesis in Figma.

Want the full file?