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Sanctuary Spa: creating a superior checkout experience

About Sanctuary Spa

Sanctuary Spa, a producer of skin and body care products, is one of PZ Cussons’ signature brands and a health and beauty icon in the UK. Its instantly recognisable orange branding is especially loved by consumers searching for premium pampering gifts.

The challenge

Sanctuary Spa’s conversion rate was struggling and a static desktop design with clunky checkout process was unable to cater for its increasing number of mobile visitors. Sanctuary Spa needed a strong technology partner to boost its online sales and improve user experience across the site.

Our solution

Inviqa’s dedicated UX and design team conducted a thorough site audit to identify the primary barriers affecting conversion. The checkout pages were found to have a high abandonment rate with a design that left users with an awkward purchase experience. To address this, the UX team devised a strategy that would bring clarity, simplicity and trust back to the checkout.

The team compressed the basket and payment process to a single page and stripped away the unnecessary dynamic elements. In a bid to remove further barriers to conversion the Inviqa team introduced a guest checkout for users to purchase without registration and a clearly defined progress bar to encourage users through to payment.

A mini-basket was designed to offer a simple breakdown of prices and delivery costs ensuring complete transparency and no hidden costs at checkout.

The result is a rewarding and streamlined checkout that clearly guides the user through the final part of their purchase journey. The site’s responsive design offers users the opportunity to browse and purchase at ease on a range of devices. 

The results has been commended by users for its 'clear and easy ordering process' with 96% of surveyed users rating the shopping experience as 'excellent' or 'good.' 39% of the site’s revenue is attributed to repeat visitors and conversion has been boosted to 2.6%.

The site’s new responsive design allows visitors to browse and purchase products at ease on devices of all sizes, opening new opportunities for Sanctuary Spa to market more effectively to mobile users. 

With boosted conversion rates and regular repeat visitors PZ Cussons’ Sanctuary Spa can now begin to refine and optimise its user experience even further and implement sophisticated tracking to inform its future strategy.

Inviqa is a technology partner and consultant specialised in ecommercecontent management solutions, and digital innovationGet in touch to discover how we can support your digital journey.


Case study update

The work carried out for Sanctuary Spa was originally completed by Session Digital which unified with Inviqa in June 2016. For more information about the unification visit