4 min read
CRO
BOOM by Cindy Joseph is a pro-age makeup and skincare brand founded in 2010 by Ezra Firestone, celebrating beauty in women aged 50 and over. It sells millions of products worldwide and generates eight figures a year.

BOOM by Cindy Joseph

Founded by
Ezra Firestone
The challenge

What Was Holding Them Back.

What Was Holding Them Back

Challenge
01

Inefficient navigation

Users struggled to find bestselling products quickly through the existing menu.
Challenge
02

Low landing page engagement

Poor readability and flow were holding back key landing pages.
Challenge
03

High cart abandonment

Friction in the checkout process was costing completed orders.
THE approach

How We Diagnosed It.

We audited BOOM's site across five key areas, from navigation to checkout, and prioritised fixes by where the biggest engagement and revenue leaks were.

01
Optimised Mega Menu

Rebuilt with a bestsellers carousel and clearer organisation.

02
Revamped Landing Pages

Improved content structure, visual design and mobile responsiveness.

03
Enhanced Product Pages

Added social proof and clearer, better laid out product information.

04
Streamlined Cart

Simplified design and added trust signals, with a better mobile layout.

05
Improved Collection Pages

Added persuasive labels, social proof and clearer visual hierarchy.

the work

What We Shipped.

Over 90 days we redesigned and rebuilt the highest-impact surfaces across the site.

No items found.
the results

What Moved.

Over 12 months, the programme produced compounding wins across traffic, engagement, and revenue. The headline number — $3.2M+ in additional annual profit — came from continuous iteration on what was already working.

$3,296,000

Projected annual revenue increase
The combined effect of the mega menu, landing page and product page work.

32%

Increase in revenue per session
Delivered by the mega menu optimisation alone.

25%

Increase in PDP click-through rate
From the landing page redesign driving more qualified traffic through.
I have finally found an agency that I believe I'll be with for the rest of my career because they're that good! They're called ConversionWise by Oliver Kenyon, and these guys have made my brand a couple hundred grand in the first 4 months!
Ezra Firestone
Founder, BOOM by Cindy Joseph

Want Numbers Like These On Your Store?

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more work

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In additional monthly revenue generated

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Overall conversion rate

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ready to book?

Ready For Results Like These?

Book a free 30-minute discovery call. We'll review your store, tell you where we'd focus first, and walk you through what it would take to move your numbers.

Oliver takes roughly 10–15 speaking engagements per year. Lead times of 2–3 months are preferred. Shorter timelines considered case-by-case.