Nail brand Deborah Lippmann is all about reducing friction at e-checkout.

The business had one of the first beauty e-commerce sites after its 1995 launch, and continues to implement new technologies to make its customer experience easier, according to Mark Lippmann, managing partner and cofounder of Deborah Lippmann, and brother to Deborah.

Lippmann told the crowd at the WWD Digital Summit that the brand’s goal is to create fresh, engaging, shoppable content while shortening the path to conversion and reducing checkout friction, particularly in mobile.

“We want to put it in context for the user, whether that’s the new fall color collection or backstage at fashion week, or how to choose the right gift for holiday or how-to videos…and then [make] that content shoppable,” Lippmann said.

When customers are in the store, if they want to look at a color more closely, they just pick it up and aren’t moved out of the brand experience, he said. “But with e-commerce, you come to a landing page, maybe with that beautiful branded imagery, and then you might go to the product listing page, where now you just kind of have a boring grid catalogue and you’ve taken all the product out of context, and then you might take them to the product detail page, and then some sites might even — Lord forbid — take you to the cart, and then we expect the user to find their way back to that original content with which they were so engaged. That’s kind of a crooked path,” Lippmann said.

In order to make that transaction simpler, Deborah Lippmann has implemented a system called Zmags Creator that allows them to create shoppable images and videos. “It doesn’t require a developer at all,” Lippmann said. “At Deborah Lippmann, our creative and our digital marketing team, which is me, is able to create all of these experiences and push them live.”

The brand has also created a Tinderlike mobile experience where users can swipe right to add to bag, he said. “On a mobile device exclusively, not an app, you can actually swipe right through a section we call Meet Your Match and when you swipe right, you add to bag,” Lippmann said.

The brand is also big on Apple Pay, which it uses for mobile and is working to implement through desktops so that when a customer taps a video their “phone lights up asking for [their] fingertip to confirm and the purchase is over,” Lippmann said.

So far, the strategy seems to be working. Mobile conversions are up more than 100 percent, desktop conversations are up almost 250 percent, average order value is up almost 40 percent, Lippmann shared. About 50 percent of mobile customers are using Apple Pay, he said, and of those, about 50 percent are new customers.

“We’re reducing, if not eliminating, the friction of checkout at mobile,” he said.

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