Supergoop!, the category-defining SPF brand known for its innovation and education-driven marketing, needed a partner who could take their already strong eCommerce presence and push performance even further. With rapid product launches, a wide assortment, and heavy cross-channel traffic, the brand required cleaner conversion paths, stronger PDP clarity, and a strategic CRO framework to lift on-site performance year over year.

Supergoop! partnered with Roswell to refine their shopping experience, streamline product discovery, and optimize the site for higher conversion intent.

Roswell began by auditing Supergoop!’s full on-site funnel — from PLP merchandising to PDP content hierarchy to add-to-cart behaviors and mobile friction points. We paired data analysis with UX best practices to identify the specific barriers preventing customers from moving from browse to bag.

Our approach focused on improving clarity around products and routines, simplifying variant and shade selection, and making the educational components that drive Supergoop!’s brand so compelling more accessible and conversion-oriented.

The strategy: boost purchase confidence, reduce friction, and create faster, clearer paths to SPF that fits the shopper’s lifestyle.

PDP Optimization Refined content hierarchy, improved shade and variant selection, highlighted key benefits, and strengthened CTAs to reduce decision friction and increase add-to-cart momentum.

Navigation & PLP Improvements Streamlined product categorization, improved filtering, and enhanced PLP layouts to help customers quickly find the right SPF format for their needs.

CRO Testing Framework Launched iterative design and UX tests — hero messaging, CTA placement, mobile layouts, educational blocks — to validate what drives lift across device types.

Performance Enhancements Addressed mobile friction points, improved load efficiency, and removed UX blockers impacting conversion during peak-traffic periods.

• 4 percent increase in conversion rate, driven by improved clarity, faster decision pathways, and stronger PDP performance
• Nearly 2X increase in Add-to-Cart rate, indicating higher purchase intent and less friction in the evaluation stage
• Stronger PDP engagement and clearer movement from PLP → PDP → ATC

Channel Impact

Supergoop!’s optimized site experience now supports both top-of-funnel education and bottom-funnel conversion. With clearer product storytelling, improved navigability, and streamlined CTAs, the brand has a more confident and efficient path to purchase — supporting both first-time buyers and loyal repeat customers.