About IL MAKIAGE
IL MAKIAGE is a high-profile make-up brand based in Israel, known for its bold identity and long-standing presence in the beauty industry.
After 45 years in the market, the brand was preparing for a major relaunch, including a refreshed website and new online presence. But with any high-profile digital relaunch, customer experience matters from the first interaction.
The site needed to look right, work smoothly and support customers through key journeys without unnecessary friction.
The challenge
IL MAKIAGE knew internal testing alone would not be enough to give the team full confidence ahead of launch.
With limited time, limited device coverage and the risk of internal teams becoming too familiar with the site, there was a clear need for external validation. The brand needed to understand how the website performed for real users, across real devices, browsers and customer journeys.
IL MAKIAGE needed a way to:
- Test the new website across a wide range of devices and browsers
- Identify issues that could block customers from buying
- Find broken links, 404 pages and layout issues before launch
- Validate key user journeys from browsing through to account creation and purchase
- Prioritise issues clearly so the team could act quickly
- Protect sales, conversions and customer satisfaction during the relaunch
The risk was simple. I customers hit friction during the relaunch, conversion opportunities could be lost before the brand had fully established its new online presence.
Our solution
Digivante provided community-based website testing using real user experience paths.
Rather than relying only on automated checks or internal review, Digivante’s testing community explored the site as customers would, across a range of devices, browsers and platforms. This helped identify the types of issues that automated systems can miss, including layout problems, broken journeys and usability barriers.
This included:
- Real-user journey testing across the website
- Device and browser coverage beyond the internal team’s capacity
- Identification of broken links and 404 pages
- Conversion-focused testing across key customer paths
- Clear severity ranking from highest to lowest impact
- Screenshot and video evidence uploaded to the Digivante Portal
- Issue authentication and replication across relevant devices
The Digivante Portal gave IL MAKIAGE a clear view of the issues found, the evidence behind them and the order in which they needed to be addressed.
The results
Digivante identified issues that could have prevented users from purchasing products or created unnecessary barriers in the customer journey.
One key issue affected desktop users trying to create accounts. This could have reduced new account creation, affected retention and created avoidable friction at a crucial point in the customer relationship.
Across the testing, Digivante identified:
- 3 critical issues
- 93 conversion issues
- 226 customer experience issues
- Broken links and 404 pages
- Customer journey barriers that could be prioritised and removed before launch
“By identifying and ranking these issues before the site went live, Digivante helped IL MAKIAGE reduce launch risk, improve the customer journey and protect online revenue opportunities.”
3
critical issues identified
93
conversion issues uncovered
226
customer experience issues found
100%
of key issues prioritised with evidence
The takeaway
For IL MAKIAGE, the website relaunch was not just a design update. It was a major moment for the brand’s online presence.
Digivante helped the team move beyond internal assumptions and understand how real users experienced the site across different devices and browsers. By identifying critical issues, conversion barriers and customer experience problems before launch, IL MAKIAGE was able to improve the website before customers were impacted.
The result was a more confident relaunch, with fewer barriers to purchase and a stronger digital experience from day one.
Planning a website relaunch or major digital update? Let’s talk.
