Case Study
Case Study
How Gaea Built Leo & Petra into a Purpose-Led Skincare Brand with a 3%+ Conversion Rate in Its First Month
How Gaea Built Leo & Petra into a Purpose-Led Skincare Brand with a 3%+ Conversion Rate in Its First Month
How Gaea Built Leo & Petra into a Purpose-Led Skincare Brand with a 3%+ Conversion Rate in Its First Month
Company
Leo & Petra
Company
Leo & Petra
Company
Leo & Petra
Services
Shopify Store Development
Services
Shopify Store Development
Services
Shopify Store Development
Industry
Skincare & Wellness
Industry
Skincare & Wellness
Industry
Skincare & Wellness
Year
2025
Year
2025
Year
2025
Leo & Petra came to us as a clean skincare brand born with purpose — but without a digital foundation. When they approached Gaea, they had no Shopify store, no data systems, and no online strategy. We led the end-to-end D2C launch — from UX design and Shopify development to initial CRO setup and analytics. Within the first 30 days post-launch, Leo & Petra achieved ₹1 Lakh in sales, a 3%+ conversion rate, and 93% traffic growth — organically, without any paid ads.
Anisha Shenoy
Founder & CEO
They brought our brand to life online. From visuals to flow, everything feels intentional and true to our ethos. The store isn’t just beautiful - it performs.
The Challenges
Breaking into the Indian skincare market meant competing with established players, where trust, clarity, and experience decide who wins.
Core Challenges:
No online foundation: the brand existed entirely offline.
Unstructured UX: no user journey or product flow defined.
Lack of CRO systems: no hierarchy for calls-to-action or funnel tracking.
Need for credibility: new brand with no data or design consistency.
The founder brought strong creative direction and a clear sense of aesthetic. Gaea’s role was to convert that vision into a functional, measurable digital experience.
Our Approach
We approached the project as a design-led conversion system not just a website build. Every UX decision, page structure, and content block was crafted to tell a story and drive a sale.
Our process focused on two key phases: building the store and optimizing it for conversions.
Phase 1: Shopify Store Development: Building the Shopify Experience
We began by designing and developing a clean, high-performing Shopify store tailored for modern skincare consumers.
Deliverables:
Custom Shopify design & development
UX/UI layout optimized for faster browsing and purchase clarity
Product storytelling structure: Benefits → Ingredients → Experience
Mobile-first responsive setup for seamless navigation
Cart & checkout flow optimization
Integrated speed, analytics, and tracking tools
The founder’s creative sensibility shaped every visual decision from tone and imagery to how the layout flowed. Our role was to make it intuitive, fast, and optimized for the modern shopper.
Phase 2: Early CRO Optimization
Once live, we monitored user behavior and early traffic patterns to identify where users were engaging most - and where they dropped off.
Optimizations Implemented:
Re-sequenced products for higher visibility
Simplified PDP hierarchy for faster decision-making
Adjusted layout based on scroll-depth heatmaps
Set up conversion tracking and analytics dashboards
Results in the First 30 Days:
₹1 Lakh in Sales
3% Conversion Rate
8.5% Add-to-Cart Rate
6.9% Checkout Reach
+93% Traffic Growth (Organic)
No ads, no overhauls — just good design meeting good data.
Metric | Result | Growth Impact |
|---|---|---|
Revenue | ₹1 Lakh (First 30 Days) | Strong launch traction for a new brand |
Conversion Rate | 3% | Industry-leading for skincare category |
Add-to-Cart Rate | 8.5% | High buyer intent from UX clarity |
Checkout Reach | 6.9% | Smooth funnel and reduced drop-offs |
Traffic Growth | +93% | Organic audience through curiosity and brand shareability |
Key Takeaways
Design clarity drives growth. A beautiful store must also make decisions easy.
Good UX is invisible. When flow feels effortless, conversions follow naturally.
CRO begins at launch. Tracking, behavior, and testing start from day one.
Leo & Petra’s journey shows that when aesthetics and CRO work together, growth feels natural, not forced — proof that great design is measurable.
The Challenges
Breaking into the Indian skincare market meant competing with established players, where trust, clarity, and experience decide who wins.
Core Challenges:
No online foundation: the brand existed entirely offline.
Unstructured UX: no user journey or product flow defined.
Lack of CRO systems: no hierarchy for calls-to-action or funnel tracking.
Need for credibility: new brand with no data or design consistency.
The founder brought strong creative direction and a clear sense of aesthetic. Gaea’s role was to convert that vision into a functional, measurable digital experience.
Our Approach
We approached the project as a design-led conversion system not just a website build. Every UX decision, page structure, and content block was crafted to tell a story and drive a sale.
Our process focused on two key phases: building the store and optimizing it for conversions.
Phase 1: Shopify Store Development: Building the Shopify Experience
We began by designing and developing a clean, high-performing Shopify store tailored for modern skincare consumers.
Deliverables:
Custom Shopify design & development
UX/UI layout optimized for faster browsing and purchase clarity
Product storytelling structure: Benefits → Ingredients → Experience
Mobile-first responsive setup for seamless navigation
Cart & checkout flow optimization
Integrated speed, analytics, and tracking tools
The founder’s creative sensibility shaped every visual decision from tone and imagery to how the layout flowed. Our role was to make it intuitive, fast, and optimized for the modern shopper.
Phase 2: Early CRO Optimization
Once live, we monitored user behavior and early traffic patterns to identify where users were engaging most - and where they dropped off.
Optimizations Implemented:
Re-sequenced products for higher visibility
Simplified PDP hierarchy for faster decision-making
Adjusted layout based on scroll-depth heatmaps
Set up conversion tracking and analytics dashboards
Results in the First 30 Days:
₹1 Lakh in Sales
3% Conversion Rate
8.5% Add-to-Cart Rate
6.9% Checkout Reach
+93% Traffic Growth (Organic)
No ads, no overhauls — just good design meeting good data.
Metric | Result | Growth Impact |
|---|---|---|
Revenue | ₹1 Lakh (First 30 Days) | Strong launch traction for a new brand |
Conversion Rate | 3% | Industry-leading for skincare category |
Add-to-Cart Rate | 8.5% | High buyer intent from UX clarity |
Checkout Reach | 6.9% | Smooth funnel and reduced drop-offs |
Traffic Growth | +93% | Organic audience through curiosity and brand shareability |
Key Takeaways
Design clarity drives growth. A beautiful store must also make decisions easy.
Good UX is invisible. When flow feels effortless, conversions follow naturally.
CRO begins at launch. Tracking, behavior, and testing start from day one.
Leo & Petra’s journey shows that when aesthetics and CRO work together, growth feels natural, not forced — proof that great design is measurable.
The Challenges
Breaking into the Indian skincare market meant competing with established players, where trust, clarity, and experience decide who wins.
Core Challenges:
No online foundation: the brand existed entirely offline.
Unstructured UX: no user journey or product flow defined.
Lack of CRO systems: no hierarchy for calls-to-action or funnel tracking.
Need for credibility: new brand with no data or design consistency.
The founder brought strong creative direction and a clear sense of aesthetic. Gaea’s role was to convert that vision into a functional, measurable digital experience.
Our Approach
We approached the project as a design-led conversion system not just a website build. Every UX decision, page structure, and content block was crafted to tell a story and drive a sale.
Our process focused on two key phases: building the store and optimizing it for conversions.
Phase 1: Shopify Store Development: Building the Shopify Experience
We began by designing and developing a clean, high-performing Shopify store tailored for modern skincare consumers.
Deliverables:
Custom Shopify design & development
UX/UI layout optimized for faster browsing and purchase clarity
Product storytelling structure: Benefits → Ingredients → Experience
Mobile-first responsive setup for seamless navigation
Cart & checkout flow optimization
Integrated speed, analytics, and tracking tools
The founder’s creative sensibility shaped every visual decision from tone and imagery to how the layout flowed. Our role was to make it intuitive, fast, and optimized for the modern shopper.
Phase 2: Early CRO Optimization
Once live, we monitored user behavior and early traffic patterns to identify where users were engaging most - and where they dropped off.
Optimizations Implemented:
Re-sequenced products for higher visibility
Simplified PDP hierarchy for faster decision-making
Adjusted layout based on scroll-depth heatmaps
Set up conversion tracking and analytics dashboards
Results in the First 30 Days:
₹1 Lakh in Sales
3% Conversion Rate
8.5% Add-to-Cart Rate
6.9% Checkout Reach
+93% Traffic Growth (Organic)
No ads, no overhauls — just good design meeting good data.
Metric | Result | Growth Impact |
|---|---|---|
Revenue | ₹1 Lakh (First 30 Days) | Strong launch traction for a new brand |
Conversion Rate | 3% | Industry-leading for skincare category |
Add-to-Cart Rate | 8.5% | High buyer intent from UX clarity |
Checkout Reach | 6.9% | Smooth funnel and reduced drop-offs |
Traffic Growth | +93% | Organic audience through curiosity and brand shareability |
Key Takeaways
Design clarity drives growth. A beautiful store must also make decisions easy.
Good UX is invisible. When flow feels effortless, conversions follow naturally.
CRO begins at launch. Tracking, behavior, and testing start from day one.
Leo & Petra’s journey shows that when aesthetics and CRO work together, growth feels natural, not forced — proof that great design is measurable.
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Sometimes the hardest part is reaching out — but once you do, we’ll make the rest easy.
Address
Opening Hours
Mon to Sat: 9.00am - 6.00pm
Sun: Closed
Sometimes the hardest part is reaching out — but once you do, we’ll make the rest easy.
Address
Opening Hours
Mon to Sat: 9.00am - 6.00pm
Sun: Closed