Case Study

Mobile Visual Shopping Increases Urban Decay Conversion Rate and Maximizes Acquisition Efforts

Urban Decay is the retailer that provides beauty with an edge. Feminine, dangerous, and fun, it appeals to women who relish their individuality and dare to express it. In addition to being in tune with their customers and the products they will love, Urban Decay also understands how their customers’ shopping habits are evolving.

Urban Decay has seen their mobile shopper traffic grow to over half of their total online traffic. They also have seen their loyal customer base become increasingly more active on visually-immersive apps like Pinterest and Instagram. In order to provide a brand experience that feels relevant and inspiring to their shoppers, Urban Decay launched the Edgecase Visual Shopping solution on their responsive website.

Urban Decay shoppers are now able to tap and swipe their way to a more relevant selection of products and drive new levels of engagement—all within the mobile browser. As a result, they are seeing 5x more products viewed per session, 150% higher conversion rate, and 16% higher AOV when shoppers use Visual Shopping. Additionally, nearly 10% of shoppers are sharing products with others (via social media and email), ensuring the Urban Decay brand is top-of-mind when they shop and buy outside of the mobile site.


First-generation responsive design has yielded rigid navigation structures, grid layouts, and product “dead-ends” with few options other than to purchase or bounce. With Visual Shopping, retailers can instantly assemble and display a visual collage of relevant products whenever a shopper lands on a category or product page.

Products are related through Edgecase’s platform using shopper-friendly attributes (“vegan”, “neutral”, “for blue eyes”)—not a manufacturer’s product copy. Visual Shopping adapts and learns as the shopper continues to interact, clicking and tapping their way to a more relevant selection of products.


With anywhere from 40–60% of retailers’ mobile site traffic coming from paid and natural search and 45% of email being checked on mobile devices, it’s vital to give mobile shoppers inspiring and relevant navigation options and many reasons to stay.

Since launching Visual Shopping, traffic to driven from search engines is converting 35% higher and bounce rates are 10% lower.

The new offering ensures that a shopper can always click, scroll, or tap to another item or action, eliminating “dead ends” and allowing brands to maximize existing brand and direct marketing investments.

“Our customers are highly visual beauty fans who turn to Pinterest and Instagram for inspiration. Edgecase’s Visual Shopping offering allows us to provide a mobile browsing experience that is similar to these apps, with a layer of intelligence to show shoppers what they are looking for, even if they can’t name it themselves. This is an amazing value proposition, and our early results are exceeding expectations.”
— Katherine LaFranchise, AVP, Digital, Urban Decay Cosmetics