Noli Cuts Through the Beauty Jungle, Doubling Purchase Conversions

Insight/Action/Outcome: In one of the many insights Noli’s teams have gotten from Amplitude, they discovered new users arriving from Google were too price- and time-sensitive to complete their diagnostic survey. So, they A/B tested a simpler onboarding flow and found that 20% more traffic engaged with the simpler variant. These results helped boost add-to-carts by 3x and purchase conversions by 2x.

It’s a jungle out there—especially in the beauty industry. Consumers face an endless, noisy choice of products, ingredients, and brands. Figuring out which options to choose can be time-consuming, expensive, and frustrating.

That’s why we created Noli, short for "No one like I." We’re a personalized beauty e-commerce startup launched in 2024 and backed by L’Oréal Group. Our mission is to become the beauty matchmaker of choice, helping consumers navigate the beauty jungle.

Our AI-powered platform diagnoses users’ needs, provides scientific and unbiased recommendations, and delivers the right products to eager customers. By using Amplitude to optimize our platform, we have experienced a 4x increase in add to cart (ATC), a 3x increase in purchase conversions, and more than 50% re-engagement for users engaging with our personalization services (Noli AI).

The missing piece of our routine

The only way to create and deliver the right products is to use the right data. Only then can we make decisions based on facts and align everyone on critical decisions.

I joined Noli right before launch, and one thing jumped out immediately: we had no product analytics in place, so we didn't have the right data to guide us toward the best possible experience. It was a glaring gap.

As a product lead, having a robust analytics platform is essential. We had ambitious goals and tight timelines, so I knew we had to act fast to onboard a solution that would give us the data necessary to make smart decisions post-launch. I told the team we needed a powerful product analytics platform to help us back up every business decision with solid data.

It could've been a long journey to find the right partner, but the search ended quickly when I showed them Amplitude.

I had worked with Amplitude at a previous startup, and I knew it was the right choice for Noli. We did our due diligence, including looking at other platforms in the market. Just as I expected, Amplitude had the capabilities we needed to personalize our offering. This solution delivered on features and pricing with a customer experience unlike anything we had seen. From the start, the Amplitude team was always available, incredibly kind, and their investment in our success made us comfortable moving forward.

Increasing conversions, ATC, and engagement

Individuality and personalization is at the heart of everything we do. To maximize our service, users follow a specific flow:

1. Get diagnosed. Users answer a few quick questions and use our AI-powered computer vision facescan to discover their unique skin and hair needs, creating a personalized BeautyDNA profile.
2. Discover matches. That BeautyDNA profile helps us match all our products to the user and unlocks personalized recommendations.
3. Shop confidently. Users can shop their personalized store and build a routine with top brands we curate carefully.

One of my favorite examples of Amplitude's impact comes from a deep dive into the behavior of users coming from Google. We noticed that these users were price- and time-sensitive. They didn’t want to go through a full diagnosis. Instead, they wanted to get to the product faster. The introductory diagnostic survey was almost a distraction that created friction in the experience.

We thought: why not bring the diagnosis directly onto the product detail page and shorten the process?

We tested a partial diagnosis on the product detail page and ran an A/B test. The test revealed that 20% of the traffic landing on that page engaged with that partial diagnosis, and those 20% had higher ATC and conversion rates compared to those who didn't. Further nurturing those customers helped us increase ATC by 3x and purchase conversions by 2x.

That’s just one example of how Amplitude has positively impacted key business KPIs. Using Amplitude to enhance our recommendation engine has had a positive impact on all our key business KPIs:

• 4x increase in ATC
• 3x increase in purchase conversions
• +50% re-engagement on site

These kinds of results extend far beyond a single campaign. The more we learn, the more we can cut through the noise and build better for our customers.

Using the full palette of the Amplitude platform

Today, our team uses the full Amplitude platform anywhere between five and 20 times a day.

We started with Analytics, which is what we use the most. Then we got access to Session Replay, which is extremely useful. If we see people dropping off but we don’t understand why, we can click on Session Replay and watch real users’ sessions to see what people are doing on the page. Reaching that level of granularity from one platform is really valuable.

Heatmaps allows us to better understand how users engage with a page: How far do users scroll, and where do they stop? Do they mostly click at the top or at the bottom? Which button is the most appealing? For example, when working on improving our product detail page, we wanted to know the best place to put some fundamental information. Thanks to the Hotjar integration, we found where most of the scrolling happened and decided that the most important details should be “above the fold.”

We dig into A/B testing with Feature Experimentation, leaning heavily on feature flags when we launch a new experience so we can easily turn certain features on and off depending on their performance. We launch a new experiment every week or two.

Most recently, we launched Guides and Surveys to help users learn more about our products and share feedback easily. With these solutions from Amplitude, we’re learning more about our users and adapting our product so they engage more with us.

Blending data with action across the organization

We got Amplitude for the product team, but it sparked a more data-driven approach that has seeped into every part of Noli’s organizational culture.

I have proud mama bear moments when I see everyone from product managers to tech leads jumping into Amplitude to understand why users behave in certain ways. They then run their own analysis and make informed decisions based on what they find. It’s rewarding and satisfying to know that this data is available for everyone, and they know how to use it.

Using Amplitude means all of the decisions we make are grounded in reality. Without it, our teams would be running in the dark, not having the data to back up any hypotheses, and risking hours of work on initiatives that might not move the needle.