Paula’s Choice Achieves 40% Lift in Revenue with Progressive Web App from Mobify


A/B comparison of PWA and responsive-only site shows amazing results from focus on speed, effortless digital interactions and immersive experiences

An A/B test of beauty innovator Paula’s Choice Skincare’s Progressive Web App (PWA) from Mobify has yielded a 40% increase in revenue and a 46% rise in conversion rate. Retailers and brands driving digital transformation rely on Mobify as the leading provider of commerce PWAs – modern shopping websites that combine the high-converting features of an app with the wide reach of the web. A/B testing PWAs such as Paula’s Choice’s is recommended to isolate and measure the site’s capacity to accelerate business compared with conventional commerce websites.

“For our shoppers, site speed is the first essential ingredient,” explains Annie Lau, Sr. Director of Site Optimization & Customer Acquisition at Paula’s Choice. “Our PWA is really fast and has a mobile-first design that helps make the entire experience feel app-like and immersive so we can serve customers quickly and continuously, especially as they research and shop in the free moments of their daily lives.”

With holiday mobile traffic and transactions continuing to climb and mobile use eclipsing all other devices, the beloved Paula’s Choice brand sought confirmation that the shift to a fast and engaging mobile PWA built on Mobify’s Front-end as a Service would make a real difference in the bottom line.

The Paula’s Choice site gains its superior speed thanks to Mobify’s approach to performance, by which only the code needed for the current resolution is loaded. Instant navigation between pages is achieved using JavaScript, rather than waiting for the browser to load. With support for technology known as service workers, the Paula’s site is able to run offline, and be added to a shopper’s homescreen – just like a native app, but without requiring a download.

Mobify’s Front-end as a Service approach to delivering commerce PWAs and other customer-facing solutions ensures fast development of revenue-generating websites like Paula’s Choice’s, as well as superior agility via its “headless commerce” approach that separates the front-end experience from backend applications.

In addition to gaining the agility to adapt to shopper needs and some of the highest conversion and revenue metrics in the beauty industry, the Paula’s Choice PWA also drove a 55% increase in product views and a 61% increase in add to cart rates. These are important engagement metrics indicating the site supports effortless interactions and immersive experiences, which directly affects shopper confidence in the site and commitment to purchase. Additionally, in a time to task comparison, the Paula’s Choice PWA decreased the time it takes to search for a product and add it to the customer’s shopping bag by 67%.

“By paying careful attention to how we differentiate our brand and how our shoppers interact with our products, Mobify helped us focus our shopping experience on our most valuable asset, our customer”

– Annie Lau, Sr. Director of Site Optimization & Customer Acquisition at Paula’s Choic

“Paula’s Choice has a relentless focus on building trust and creating the best experience for its customers, and that has been the magic formula for its success,” says Mobify CEO Igor Faletski.  “We’re proud to have a Mobify PWA chosen to help bring this unique brand experience to new and existing Paula’s Choice customers as part of its digital transformation on mobile and beyond.”

Explore the new Paula’s Choice PWA here.

About Mobify:

Mobify is a Front-end as a Service for building modern, customer-first shopping experiences through Progressive Web Apps (PWA), Accelerated Mobile Pages (AMP), and native apps. Working as a seamless extension of ecommerce and IT teams, Mobify and its network of partners use the Mobify Platform to help retailers and brands drive immediate revenue with a friction-free shopping experience that’s up to 43% faster than previous generation mobile sites. The FaaS enables leading global brands to embrace a superior PWA experience on mobile, and then extend it across desktop, tablet, and other digital touchpoints. Mobify’s customers include digital innovators like Lancôme, Debenhams, Crabtree & Evelyn, Paula’s Choice, Payless Shoe Source, Carnival Cruise Line, US AutoParts, Hobbycraft, and PureFormulas.


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