Case Study: Noli doubles purchase conversions with Amplitude

Noli Cuts Through the Beauty Jungle, Doubling Purchase Conversions

Noli, a personalized beauty e-commerce startup backed by L’Oréal Group, needed a better way to understand user behavior and improve its onboarding and shopping experience. Before launching, the team lacked product analytics, and the complexity of the beauty category made it hard to guide customers quickly to the right products. Noli turned to Amplitude and its analytics platform to bring data into product decisions and personalization.

Using Amplitude, Noli analyzed Google traffic and found many users were too price- and time-sensitive to complete a full diagnostic survey. The team A/B tested a simpler onboarding flow and saw 20% more traffic engage with the shorter variant, helping drive a 3x increase in add-to-carts and a 2x increase in purchase conversions. Overall, Amplitude helped Noli achieve a 4x increase in ATC, 3x higher purchase conversions, and more than 50% re-engagement on its personalization service.

Noli