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
5 Important
5 Opportunities
What We Analyzed
- UX & Conversion Design13 findings
- Performance & Speedvs 4 competitors
- Technology & App StackPlatform + 9 apps
- Industry BenchmarksBeauty & Personal Care
Pages Analyzed
- Homepage3 findings
- Collection Pages3 findings
- Product Pages (PDP)4 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 one-tap Add to Bag on homepage tiles to cut a full page load out of every purchase and lift add-to-cart rate
Sorme Cosmetics — Mobile
Proposed Implementation — Sorme Cosmetics
Observations
- Homepage bestseller tiles show the photo, name, rating and price — but offer no way to add the product to the bag.
- Every purchase is forced through an extra page load at the exact moment intent is highest.
- Repeat buyers who already know the product are pushed through a page they do not need.
- Each extra step between intent and cart is another point where shoppers drop out.
- On mobile, where most beauty traffic sits, every additional page load costs seconds and attention.
- The homepage is the most visited page on the site, so this friction applies to the largest possible audience.
- The tiles already carry everything needed to decide — LipThick Plumping Gloss at $14.00, Believable Finish Powder Foundation at $26.00, Under Shadow Eyeshadow Base at $20.00 and the Refill at $12.00 all show price and rating — so the only thing missing is the ability to act on that decision.
Recommendations
- Add an inline Add button to each homepage tile so a shopper can buy in a single tap.
- Removing a full page load between intent and cart directly lifts add-to-cart rate.
- Keeps high-intent repeat buyers moving instead of re-navigating to products they already know.
- Sorme already runs this exact control inside its own cart cross-sell, so the component exists and needs no new build.
- Glossier uses the same quick-add pattern on its bestseller rail — established best practice across beauty.
Connect the email signup that is already built, and stop losing every visitor who is not ready to buy today
Sorme Cosmetics — Mobile
e.l.f. Cosmetics — Mobile
Observations
- No popup, banner or footer form anywhere on the site invites a shopper to sign up.
- The signup form has already been built and fully configured — but nothing links to it, so it never opens for anyone.
- Every visitor who is not ready to buy today leaves permanently unreachable.
- Most first-time beauty shoppers do not buy on their first visit, so the majority of traffic is lost by default.
- The email platform is installed and already being paid for, yet the list gains nothing from site traffic.
- Without a list, every future sale has to be re-bought through advertising instead of earned through owned channels.
Recommendations
- Link the existing form from the footer and open it as a timed welcome popup carrying a first-order offer.
- The form and its trigger are already live, so this is a content change rather than a build.
- Turning anonymous visits into a reachable audience lets email recover shoppers who do not buy on day one.
- Owned email revenue reduces dependence on paid acquisition and improves blended return on ad spend.
- e.l.f. Cosmetics runs a footer signup with an early-access incentive — on-site email capture is standard across every benchmarked beauty brand.
Rotate the announcement bar so the most-seen strip on the site sells the brand instead of carrying one caveated line
Sorme Cosmetics — Mobile
Proposed Implementation — Sorme Cosmetics
Observations
- The announcement bar appears on every page of the site, making it the single most-seen piece of copy the brand owns.
- It currently carries one static message and never changes, so a shopper sees the same line on every page they visit.
- That message is a shipping offer weakened by a wholesale exclusion in brackets — a caveat aimed at trade buyers, shown to every retail shopper.
- Sorme's strongest selling points — three decades of professional use, vegan and cruelty-free formulas, and a live clearance event — appear nowhere in this prime space.
- A shopper who lands deep in the site, from search or social, may never see those credentials at all.
- Prime real estate doing one job is the cheapest conversion lever on the site to fix.
- The bar's one message is a free-shipping offer above $40, weakened by a wholesale exclusion that most readers of it will never be affected by.
Recommendations
- Rotate the bar through several short messages instead of holding one.
- Lead with free shipping, then cycle the thirty-year heritage, the vegan and cruelty-free credentials, and the current clearance event.
- Move the wholesale exclusion onto the trade pages where it belongs, so retail shoppers see a clean offer rather than a restriction.
- Reinforcing credibility on every page lifts trust before the shopper ever reaches a product, which compounds across the whole funnel.
- Rotating announcement bars are near-universal in beauty, and Kiehl's cycles four messages in exactly this space — it is established best practice.
Show shade and size options on collection cards so shoppers find their match without opening products one by one
Sorme Cosmetics — Mobile
Drunk Elephant — Mobile
Observations
- Collection cards show a single fixed price with no shade, size or variant indicator.
- Many products come in multiple shades or sizes, but the card gives no hint that the choice exists.
- Finding the right shade means opening and backing out of product pages one at a time.
- In colour cosmetics shade is usually the deciding factor, so hiding it delays every decision.
- Every extra back-and-forth is another chance for the shopper to abandon the category.
- Shoppers who cannot tell whether their shade is stocked often assume it is not and leave.
Recommendations
- Show a small shade-swatch strip, or a simple 'shades available' label, on cards for multi-variant products.
- For size-only products, show a 'from' price so the range is visible at a glance.
- Letting shoppers judge fit straight from the grid shortens the path to the right product.
- Fewer wasted product views means a higher share of sessions ending in an add to cart.
- Drunk Elephant surfaces shade count and a shade selector directly on its collection cards — a proven pattern in colour cosmetics.
Pin the filter and sort bar while scrolling so shoppers keep refining instead of abandoning the category
Sorme Cosmetics — Mobile
Proposed Implementation — Sorme Cosmetics
Observations
- The Filter and Sort controls sit at the top of the collection and scroll out of view with the page.
- Changing a filter mid-browse means scrolling all the way back to the top to reach them.
- The deeper a shopper browses, the more effort every refinement costs.
- Shoppers who cannot refine easily tend to leave the category rather than keep scrolling.
- Refinement is how a shopper narrows a range down to something they will actually buy.
- The cost grows as the catalogue grows, so the problem worsens with every product added.
- The grid holds real choice worth refining — LipThick Plumping Gloss $14.00, Believable Finish Powder Foundation $26.00, Under Shadow Eyeshadow Base $20.00, the Refill $12.00, Mineral Secrets Loose Finishing Powder $24.00 and Accented Hues Eyeshadow Palette $19.99 — which is exactly why losing the filters mid-scroll costs sales.
Recommendations
- Pin the Filter and Sort bar to the top of the screen so it stays visible while the shopper scrolls.
- Keeping refinement one tap away at any depth helps shoppers reach a match instead of giving up.
- More successful refinements means more qualified product views and a higher conversion rate.
- Reduces the need for a shopper to scroll an entire grid to find a single item.
- Persistent filter and sort controls are standard on larger beauty catalogues and scale with the range.
Replace the marketing-graphic thumbnail with a clean product photo to remove the conflicting rating and restore trust in the grid
Sorme Cosmetics — Mobile
Proposed Implementation — Sorme Cosmetics
Observations
- Almost every card in the collection uses a clean product photo; one uses a marketing graphic with text baked into the image.
- That graphic carries its own star rating printed directly onto the picture.
- The printed rating disagrees with the live rating shown immediately below it on the same card.
- Two different ratings on a single card undermines confidence in every rating on the page.
- The odd image breaks the visual rhythm of the grid and pulls attention away from the products around it.
- Text baked into an image cannot be corrected, updated or translated without re-editing the file.
- The surrounding cards prove the standard already works — LipThick Plumping Gloss at $14.00, Brow Lift Highlighting Pencil at $16.00, Believable Finish Powder Foundation at $26.00 and Under Shadow Eyeshadow Base at $20.00 all use a clean photo with one live rating.
Recommendations
- Replace the graphic with a clean product photo matching the rest of the grid.
- Move any claims out of the image and into the product description, where they stay accurate and editable.
- Consistent visuals let shoppers compare products at a glance and keep them scanning rather than stalling.
- Removing the conflicting rating protects the credibility of review scores across the whole site.
- Clean single-product imagery across the grid is used by every benchmarked competitor — it is the category norm.
Add vegan, cruelty-free and secure-checkout badges beside Add to Cart to reduce first-time buyer hesitation at the decision point
Sorme Cosmetics — Mobile
Proposed Implementation — Sorme Cosmetics
Observations
- Nothing surrounds the Add to Cart button: no vegan or cruelty-free badge, no security mark, no returns or guarantee line.
- The brand's strongest credentials — three decades of professional use, vegan and cruelty-free formulas — are never stated where the decision is made.
- Payment logos sit only in the footer, far below the decision, where they do no reassurance work.
- A shopper meeting the brand for the first time has nothing on screen justifying trusting it with card details.
- The same page also shows no reviews at all, so there is no social proof to compensate for the missing trust signals — the shopper is asked to trust the brand on nothing.
- Hesitation at this point is the most expensive kind, because the shopper has already chosen the product.
- Competitor pages answer exactly these doubts in the same screen space Sorme currently leaves empty.
- The offer on this page is strong — marked down from $197.82 to $168.15 and comfortably over the $40 free-shipping threshold — yet nothing on screen reinforces either the saving or the brand behind it.
Recommendations
- Place a compact badge strip immediately below Add to Cart carrying vegan, cruelty-free, the brand's heritage and a secure-checkout mark.
- Reinforcing credibility at the decision point reduces hesitation and lifts the share of product views that convert.
- Reuses claims the brand already makes elsewhere, so no new certification or proof is required.
- Answers first-time-buyer doubt without adding a single step to the journey.
- Nearly every benchmarked beauty store shows claim badges in this exact zone — it is the category baseline, so its absence is conspicuous.
Switch on post-purchase review requests to grow review volume and stop a thirty-year-old brand looking untested
Sorme Cosmetics — Mobile
Fenty Beauty — Mobile
Observations
- Hero products show only a handful of reviews, where established beauty competitors show thousands.
- The review system itself is well built — score, star breakdown, search and filters all work correctly.
- Low counts read as low adoption, which badly misrepresents a brand that has traded for three decades.
- Social proof is the single strongest trust signal in beauty, so thin counts weaken every product page at once.
- A shopper comparing Sorme against a competitor sees a visible gap in apparent popularity.
- This is a solicitation gap rather than a technology gap — the tool needed to fix it is already installed and running.
Recommendations
- Switch on automated post-purchase review requests using the email platform already running on the site.
- Offer a small incentive for photo reviews and disclose that incentive openly.
- Run a one-off campaign to past customers — three decades of buyers is a large untapped pool of first reviews.
- Rising review counts lift conversion across every product page at once, and the effect compounds over time.
- Every benchmarked competitor leads with review volume as its primary trust signal.
Show an expected delivery date on the product page so shoppers stop guessing, or leaving to check a competitor
Sorme Cosmetics — Mobile
Proposed Implementation — Sorme Cosmetics
Observations
- The product page gives no expected delivery date, no shipping window and no ZIP check.
- The only shipping reference is 'Shipping calculated at checkout', which hides the answer behind the checkout flow.
- A shopper buying for an event or a gift cannot tell whether the order will arrive in time.
- Uncertainty about timing is one of the most common reasons a ready shopper delays a purchase.
- The free-shipping threshold is announced site-wide but never repeated where the shopper is deciding.
- Shoppers who cannot get an answer here often open a competitor tab to compare delivery promises.
- The page is already discounting heavily, from $197.82 to $168.15 with free shipping above $40, so a shopper is being asked to commit without knowing when the order would actually arrive.
Recommendations
- Add a delivery block beneath Add to Cart showing an expected arrival window.
- Repeat the free-shipping threshold there so the shopper knows what they are working toward.
- Add a short returns line to remove the risk of committing to an unfamiliar brand.
- Answering the timing question on the page removes a reason to hesitate and keeps the shopper out of a competitor's tab.
- e.l.f. Cosmetics shows an estimated arrival date beside its add-to-bag button — delivery clarity on the product page is standard in the category.
Add a breadcrumb trail that reaches the category, so shoppers landing on a product can keep browsing instead of leaving
Sorme Cosmetics — Mobile
Proposed Implementation — Sorme Cosmetics
Observations
- Most product pages show no breadcrumb trail at all above the product title.
- The few pages that do show one link only back to the homepage — the category the product belongs to is never a step in the trail.
- Breadcrumbs are therefore inconsistent across the catalogue: two shoppers on two products get different navigation.
- A shopper arriving from search, social or an ad lands deep in the site with no visible route into the wider range.
- Their only ways onward are the hamburger menu or the back button, and the back button takes them off the site.
- Losing a landed shopper because they cannot find the category is the cheapest kind of traffic to waste.
- This product page carries a real offer — marked down from $197.82 to $168.15 — so a shopper who cannot navigate onward from it is an expensive one to lose.
Recommendations
- Add a breadcrumb trail to every product page, applied through the template so no product is missed.
- Always include the parent category as a clickable step, not just a link back to the homepage.
- Keep the trail above the product title where shoppers expect to find it.
- Giving landed shoppers an obvious route into the category turns single-product visits into browsing sessions, which lifts pages per session and conversion.
- A category-level breadcrumb is standard on beauty product pages and is a template change rather than a redesign.
Add a discount-code field and a savings line so shoppers stop leaving the page to hunt for a code
Sorme Cosmetics — Mobile
Proposed Implementation — Sorme Cosmetics
Observations
- The order summary has no field anywhere for entering a discount code.
- Shoppers holding an email or influencer code leave the site to look for somewhere to use it, and frequently do not return.
- Savings the shopper is already receiving are never totalled anywhere in the summary.
- The basket shows a marked-down item, yet the summary reports only a plain subtotal.
- A discount that goes unnoticed does nothing to reinforce the decision to buy.
- Leaving the page to hunt for a code is one of the most common causes of cart abandonment.
- The shopper is already saving $5.01 — an Accented Hues Eyeshadow Palette down from $25.00 to $19.99 beside a full-price Believable Bronzer at $16.00, bringing $41.00 of items down to $35.99 — and the summary never mentions it.
Recommendations
- Add a discount-code field to the order summary so codes can be applied without leaving the page.
- Add a 'You saved' line so the discount already being given is visible at the moment of payment.
- Keeping shoppers on the page removes a well-documented abandonment trigger.
- A visible saving reinforces the decision at the point of commitment, improving checkout completion.
- Both patterns are standard across benchmarked beauty carts, where discount entry and savings reinforcement sit together in the summary.
Reframe cart suggestions around the shopper's own basket to lift average order value at the last moment before payment
Sorme Cosmetics — Mobile
Proposed Implementation — Sorme Cosmetics
Observations
- The cart suggests products under a generic heading that could sit on any store in any category.
- Nothing connects the suggested products to what the shopper has already chosen.
- Beauty shoppers buy in routines and complete looks, not as isolated single items.
- Suggestions that ignore the basket read as advertising and are easy to scroll past.
- The cart is the last moment to raise order value before the shopper commits to paying.
- An add missed here is revenue lost at the cheapest acquisition cost the business will ever have.
Recommendations
- Reframe the rail as 'Complete Your Routine' and order the suggestions as steps that follow what is already in the cart.
- Routine framing answers the shopper's real question — what else do I need — which lifts average order value.
- Relevant pairings feel helpful rather than promotional, so they get engaged with instead of ignored.
- Higher order value improves margin without buying a single extra visit.
- Routine and bundle framing is used widely across beauty; Glossier pairs cart items with a bundle-and-save prompt at the same moment.
Add trust signals and express payment at checkout to recover baskets at the biggest drop-off point in the journey
Sorme Cosmetics — Mobile
Proposed Implementation — Sorme Cosmetics
Observations
- The Checkout button sits alone, with no security mark, payment logos or guarantee text anywhere near it.
- Payment logos appear only in the footer, well below the button the shopper is about to press.
- There is no express payment option, so every shopper must load the full checkout flow to pay.
- This is the step where most baskets are abandoned, and it currently offers nothing to hold the shopper.
- Returning shoppers who could pay in one tap are instead made to enter their details again.
- Doubt at this point wastes every dollar and hour already spent acquiring that visit.
- The basket reaches $35.99 before the shopper is asked to commit, and at that moment the page offers no security mark, no payment logos and no faster way to pay.
Recommendations
- Add a trust strip beneath the Checkout button carrying a secure-checkout mark, the payment logos already used in the footer, and a short returns line.
- Surface express payment buttons above it so returning shoppers can pay in a single tap.
- Reassurance reduces hesitation at the exact step where baskets are most often abandoned.
- One-tap payment removes form friction, the largest single drop-off on mobile checkouts.
- e.l.f. Cosmetics shows express pay and a secure-checkout label side by side in its cart — a well established pattern in the category.
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