01
Audit Overview
Your store's untapped revenue potential — and how to unlock it
Why We Created This Audit
We analyzed www.sorme.com the same way we've audited 350+ e-commerce stores — looking for the specific gaps between your current experience and what top-performing Beauty & Personal Care stores deliver. Every finding in this report is a revenue opportunity backed by industry data and competitive benchmarks.
3 Critical
3 Important
4 Opportunities
What We Analyzed
- UX & Conversion Design10 findings
- Performance & Speedvs 4 competitors
- Technology & App StackPlatform + 9 apps
- Industry BenchmarksBeauty & Personal Care
Pages Analyzed
- Homepage2 findings
- Collection Pages3 findings
- Product Pages (PDP)2 findings
- Cart & Checkout3 findings
This audit was prepared by Growisto — a CRO-led Website development team behind 167% conversion growth for Atomberg, 46% CR lift for TyresNmore, and 350+ e-commerce projects.
03
UX & Conversion Findings
Page-by-page analysis with visual comparisons against top Beauty & Personal Care stores
Add a quick-add button to homepage product tiles to cut PDP hops on a 19-product bestseller rail
Sorme Cosmetics — Mobile
Proposed Implementation — Sorme Cosmetics
Observations
- Homepage merchandising rails (Complexion Superheroes, The A-Listers, Age-Reversing Superstars) show image, title, star rating and price, but every tile is a single flat link straight to the PDP.
- There is no add-to-cart, '+', or quick-add affordance anywhere on a homepage tile — confirmed across all three homepage product rails and in the underlying DOM (no button elements inside any tile link).
- Shoppers who already know what they want (repeat buyers reordering a bestseller) are forced through a full PDP visit before they can add to cart, adding a step to an already-short mobile session.
- The Best Sellers products used in the proposed layout are live catalogue items at their current prices: LipThick Plumping Gloss $14.00 (4.6, 121 reviews), Believable Finish Powder Foundation $26.00 (4.2, 18 reviews), Under Shadow Eyeshadow Base $20.00 (4.5, 118 reviews) and Believable Finish Powder Foundation Refill $12.00 (4.6, 14 reviews).
Recommendations
- Add a lightweight 'Add' quick-add button to homepage product tiles for single-variant products, matching the pattern already used in the cart's 'Others also bought' cross-sell module.
- For multi-shade products, quick-add can open a small shade-select sheet rather than a full PDP navigation.
Sorme has already built a Klaviyo email capture form and wired its trigger — but no link anywhere on the site fires it, so the form captures nothing
Sorme Cosmetics — Mobile
e.l.f. Cosmetics — Mobile
Observations
- A fresh mobile homepage load, waiting 30+ seconds, scrolling up and down, and testing exit intent produced no popup, slide-in, or banner offering email/SMS signup at any point.
- A full-text scan of the homepage and footer for 'sign up', 'subscribe', 'newsletter' or 'join our list' returned zero matches. The only four email inputs on the page belong to the account login and password-reset forms — none is a marketing capture field.
- The homepage source contains a live Klaviyo click handler that opens signup form ID 'SbzaeG' whenever a link ending in '#klaviyo-signup' is clicked — so the form itself has already been built and wired up.
- However, no link with that target exists anywhere on the homepage, the Best Sellers collection, or the PDP. The trigger is dead code: the capture form is fully configured but unreachable by any shopper.
- Klaviyo (company ID HFTRR4) is confirmed installed and actively powering both marketing scripts and the on-site review widget — the brand is paying for the tool and gaining zero list growth from site traffic.
- This matches a documented anti-pattern for beauty & personal care: Klaviyo installed with no active capture surface.
Recommendations
- Connect the existing form: add a footer 'Get 15% off your first order' link pointing to #klaviyo-signup — the handler and form are already live, so this is a content change, not a build.
- Additionally enable the form as a delayed popup (8-10s or 40% scroll depth) so capture does not depend on the shopper finding a footer link.
- Route captured contacts into a welcome flow with the first-order incentive to convert list growth into first purchases.
Surface shade and size options on Best Sellers cards to cut the extra tap on 19 multi-variant SKUs
Sorme Cosmetics — Mobile
Drunk Elephant — Mobile
Observations
- Every card on the Best Sellers collection (19 products, confirmed in the full page listing) shows a single fixed price with no size, shade-count, or 'X variants' indicator.
- Many of the listed SKUs (lip liners, mascaras, foundations) come in multiple shades or sizes on their PDP, but the collection card gives no hint of that choice before the shopper clicks through.
- Shoppers comparing options within a category (e.g. which lip liner shade family exists) currently have to open each PDP individually to discover variant depth.
Recommendations
- Add a small shade-swatch strip or a 'X shades available' label under the price on cards for multi-variant products.
- For size-only variants, show a 'From $X' price format to signal a size range exists.
Standardize the Brow Lift Pencil's infographic thumbnail to match the other 18 plain product shots on Best Sellers for a cleaner scan
Sorme Cosmetics — Mobile
Fenty Beauty — Mobile
Observations
- 18 of 19 cards on the Best Sellers collection use a plain product photo, title, star rating, and price in a consistent layout.
- The 'Brow Lift Highlighting Pencil' card is the one exception: its thumbnail is a marketing infographic with baked-in text callouts ('CREAMY & BUILDABLE', 'BLEND INTO THE SKIN IN SECONDS', 'PERFECTLY MATCHES YOUR SKIN') and its own small star graphic reading '4.3/5 BASED ON 540 REVIEWS' overlaid on the image.
- That baked-in rating (4.3/5, 540 reviews) directly conflicts with the card's own live rating widget directly below it, which shows 4.5/5 from 106 reviews — a visible data mismatch on the same card.
- The visual inconsistency breaks the grid's scan rhythm: a shopper's eye catches on the one card that looks structurally different from its 18 neighbors, and the conflicting review numbers undercut trust in the rating shown.
Recommendations
- Replace the Brow Lift Pencil's collection-card thumbnail with a plain product shot matching the other 18 cards; keep the marketing infographic content for the PDP gallery instead.
- Remove or reconcile the baked-in '4.3/5 BASED ON 540 REVIEWS' graphic so it doesn't conflict with the live 4.5/5 (106) rating widget on the same card.
Make the Filter/Sort bar sticky on scroll so shoppers browsing 19 best-sellers don't have to scroll back to the top to refine
Sorme Cosmetics — Mobile
Proposed Implementation — Sorme Cosmetics
Observations
- The Filter and Sort buttons appear only once, directly under the 'BEST SELLERS' heading at the top of the page.
- Scrolling down through the 19-product grid confirms the Filter/Sort bar scrolls away with the rest of the content — only the site header (logo, search, cart) stays fixed, not the filter controls.
- A shopper partway down the grid who wants to change sort order or narrow by price has to scroll all the way back to the top of a 19-item page to do so.
- The Best Sellers grid used in the proposed layout holds 19 live products at current prices — LipThick Plumping Gloss $14.00, Believable Finish Powder Foundation $26.00, Under Shadow Eyeshadow Base $20.00, Believable Finish Powder Foundation Refill $12.00, Mineral Secrets Loose Finishing Powder $24.00 and Accented Hues Eyeshadow Palette $19.99.
Recommendations
- Make the Filter/Sort row sticky (fixed position) once the shopper scrolls past it, matching the already-sticky header behavior.
- Alternatively, add a floating 'Filter' button that reopens the filter panel from anywhere on the page.
Add 2-3 vegan/cruelty-free and guarantee badges beside Add to Cart to reinforce Sorme's 30-year, cruelty-free story at the exact decision point
Sorme Cosmetics — Mobile
Proposed Implementation — Sorme Cosmetics
Observations
- The zone between the price and 300px below the Add to Cart button contains only: quantity selector, Add to Cart, a 'Buy with Shop' button, a 'More payment options' link, and legal/shipping boilerplate text.
- No vegan, cruelty-free, or 'clean beauty' badge appears here, even though Sorme's own brand positioning (30 years, vegan/cruelty-free, makeup-artist-led) is a differentiator that is never visually reinforced at the point of purchase.
- No guarantee or security copy ('Secure checkout', 'Easy returns') appears in this zone either — the only reassurance is the plain 'In stock, and ready to ship' availability line.
- The PDP used for this assessment is Lip Rescue Tinted Lip Balms, Prepack, currently marked down from $197.82 to $168.15, and Sorme's site-wide free-shipping threshold is $40.
Recommendations
- Add 2-3 compact benefit/certification icons (Vegan, Cruelty-Free, Made in USA) directly under the price, above the Add to Cart button.
- Add one guarantee line ('30-Day Easy Returns' or 'Secure Checkout') directly under the Add to Cart button.
Sorme's review infrastructure is well built — but hero products carry 18–121 reviews where US beauty benchmarks run in the thousands
Sorme Cosmetics — Mobile
Fenty Beauty — Mobile
Observations
- The Believable Finish Powder Foundation, a hero SKU at $26.00, shows 4.2/5 from just 18 reviews. The best-performing product seen across the catalogue, LipThick Plumping Gloss, carries 121.
- The review system itself is not the problem — it is genuinely well implemented: an aggregate score, a 5-star distribution histogram, review search, and Most relevant / All ratings filters are all present and working.
- For context, the US beauty stores in our benchmark set carry review counts in a different order of magnitude: Kiehl's 10,057, Fenty Beauty 7,118, Glossier 4,634 and The Ordinary 2,561 on their hero products.
- Review volume is the single strongest trust signal in beauty — 10/10 benchmarked stores surface star ratings and counts on the PDP. At 18 reviews the widget is working against the brand: it signals low adoption rather than social proof, on a brand that has been trading for 30 years.
- This is a solicitation problem, not a technology problem. Klaviyo is already installed and already powers the review widget, so post-purchase review request flows can be switched on without new tooling.
Recommendations
- Turn on automated post-purchase review request flows in Klaviyo, timed 10–14 days after delivery, prioritising hero SKUs.
- Offer a small incentive (loyalty points or a discount on next order) for a photo review, and disclose the incentive — Kiehl's does this and it builds trust rather than eroding it.
- Run a one-off back-catalogue campaign to past purchasers; 30 years of customers is a large untapped pool of first reviews.
- Once volume builds, surface review counts on collection cards as well as the PDP to carry the trust signal earlier in the journey.
Reframe the cart's 3-item cross-sell rail from 'Others also bought' to 'Complete Your Routine' to lift AOV with beauty-specific framing
Sorme Cosmetics — Mobile
Proposed Implementation — Sorme Cosmetics
Observations
- The cart already has a functional Rebuy-powered cross-sell module with add buttons and live pricing, seeded with a lip balm shows lip liner and eyeliner recommendations.
- The module is headed 'Others also bought' — a generic, catalog-wide framing rather than a routine-based recommendation.
- Beauty shoppers respond more strongly to routine-completion framing ('Complete Your Routine', 'Pairs Well With') than to generic social-proof headers, per category benchmark patterns; the cross-sell mechanics here are already working, only the merchandising label is generic.
Recommendations
- Rename the cart cross-sell heading from 'Others also bought' to 'Complete Your Routine' or 'Pairs Well With This.'
- Where possible, bias the Rebuy recommendation logic toward complementary categories (e.g. liner + gloss + primer) rather than pure co-purchase frequency.
The final screen before checkout carries neither security reassurance nor a one-tap payment path — two of the cheapest abandonment reducers available
Sorme Cosmetics — Mobile
Proposed Implementation — Sorme Cosmetics
Observations
- The Checkout button sits directly under the subtotal with nothing else in the surrounding 200px: no payment-method icons, no security lock or badge, no guarantee text.
- Sorme does carry a full set of payment-method logos (Visa, Mastercard, Amex, PayPal, Apple Pay, Google Pay, Shop Pay and more) — but only in the site footer, far below the checkout action where they do no reassurance work.
- There is also no express checkout row on the cart page. Shop Pay, Apple Pay and Google Pay are all available at Sorme's checkout, but the shopper cannot reach them without first loading the full checkout flow — e.l.f. surfaces Shop Pay and Secure Checkout side by side directly in the cart.
- This is the last on-site screen before the shopper commits; leaving it without trust reinforcement or a one-tap path is a missed opportunity at the highest-friction step of the funnel.
- The cart used for this assessment held two items totalling a subtotal of $35.99, and the Checkout button at that point carried no security, payment-brand or guarantee signal of any kind.
Recommendations
- Add a trust strip immediately below the Checkout button: padlock + 'Secure Checkout', the payment-brand icons already used in the footer, and a short returns/guarantee line.
- Surface the express payment buttons (Shop Pay, Apple Pay, Google Pay) on the cart page above the standard Checkout button, as e.l.f. Cosmetics does.
- Keep the existing Checkout button as the primary action so shoppers who prefer the full flow are unaffected.
Shoppers holding a promo code have nowhere to enter it, and shoppers already getting a discount are never told how much they saved
Sorme Cosmetics — Mobile
Proposed Implementation — Sorme Cosmetics
Observations
- The cart order summary (Subtotal $35.99, tax/shipping note, Checkout button) has no promo-code input field anywhere on the page.
- The same summary shows no aggregate savings line. The seeded cart held a discounted item (Accented Hues Eyeshadow Palette, list $25.00, sale $19.99) alongside a full-price Believable Bronzer at $16.00 — a real $5.01 saving that is never totalled for the shopper.
- Per-item strikethrough pricing is visible on the line item, but the benefit is never summarised at the moment of commitment.
- Shoppers holding an email or influencer promo code have no on-cart way to apply it and may open a new tab to search for one, a well-documented abandonment trigger. Sorme currently runs a 40% OFF clearance collection, so both gaps are live today.
- Before the markdown, the same two items list at $41.00 — so the $5.01 saving the shopper is already receiving is never stated anywhere in the order summary.
Recommendations
- Add a discount-code input with an Apply button to the cart order summary, above the Checkout button.
- Add an aggregate 'You saved $X' line to the summary, totalling per-item markdowns already being given.
- Show the savings line in a positive accent colour so it reads as a gain rather than another cost row.
04
App Ecosystem
What's installed vs what's missing from best-in-class Beauty & Personal Care stores
Present (9)
Klaviyo (Email/SMS + Product Reviews)
Email Marketing & Reviews
Powers both email/SMS flows and the on-site review widget (star ratings, histogram, written reviews) seen on multiple PDPs
Rebuy
Cross-sell & Personalization
Powers the 'Others also bought' cross-sell module in the cart, functioning correctly with live pricing and add buttons
Recharge
Subscriptions
Subscription infrastructure is installed and referenced in checkout legal copy ('Subscriptions are unable to be cancelled until second shipment arrives')
Wholesale Gorilla
B2B / Wholesale Portal
Powers the separate wholesale/PRO buyer login and pricing funnel alongside the DTC storefront
Ground
Affiliate / Creator Marketing
Accessibly
Accessibility Widget
Accessibility toolbar visible on every page
PostHog
Product Analytics
Google Tag Manager / Google Analytics 4 / Google Ads
Analytics & Ads
Meta (Facebook) Pixel
Analytics & Ads
Missing (3)
Live Chat (Gorgias / Tidio / Zendesk) Recommended
Customer Support
📈 Faster pre-purchase question resolution on shade/ingredient concerns
Live chat widgets are common on top beauty & personal care storefronts for pre-purchase shade and ingredient questions
Loyalty / Rewards Program (Smile.io / LoyaltyLion) Recommended
Customer Retention
🔄 Repeat purchase incentive for a 30-year consumable-replenishment brand
No loyalty or points program was detected on-site during this audit
BNPL / Installments (Klarna, Afterpay, Affirm) Recommended
Payments
📈 Reduces price friction on multi-item and bundle carts averaging $150+
No BNPL messaging found on PDP, cart, or footer despite bundle/set pricing up to $89.99
App Stack Assessment
Sorme's app stack is more complete than it first appears: Klaviyo doubles as both email/SMS and the review engine, Rebuy powers a working cross-sell module, Recharge is installed for subscriptions, and Wholesale Gorilla runs the separate PRO/wholesale buyer funnel alongside the DTC storefront. The clearest gaps are on the retention and support side — no live chat and no loyalty/rewards program were found — plus no BNPL/installment option despite cart values well above typical BNPL adoption thresholds.
Confidential — Prepared for Sorme Cosmetics by Growisto | September 2026