Il Makiage | Case Study | Digivante

How Did IL Makiage Target Their Website Blemishes?

Discover how Il Makiage relaunched its website in the US after 45 years in the industry.

Who is Il Makiage?

Il Makiage is a high-profile make-up brand based in Israel, who was preparing to relaunch after 45 years in the industry. However, they lacked the testing resources needed to ensure a successful launch which would maximise conversions and sales.

The Challenge

After a successful 45 years in the industry, Il Makiage looked towards the future of their brand and began preparing to relaunch with a new look and a new online presence. However, they knew that internal testing alone would not be enough to perform a successful relaunch. With limitations in device coverage and time plus the risk of browser blindness knocking at their door, Il Makiage turned to Digivante to perform community-based web testing.

The process

The site had to provide a seamless experience across a wide range of devices and browsers. So, Digivante’s global team got to work using real user experience paths. This identified issues that robotic systems simply cannot pick up (including layout issues) whilst never interacting with the core website coding.

The stats

– 389 Testers were used to cover android, IOS and tablet devices. As well as, Mac and Windows desktop devices.
– 322 bugs were identified, including 1 critical, 52 conversion and 21 scenario based issues.
– Among the 322 bug identified, these included broken links, incorrect results, layout issues and button issues.

All issues are replicated across a range of devices, authenticated and ordered in terms of severity on the Digivante portal.

The results


The issues identified would have prevented users from purchasing products or would have created barriers in the customer journey process. For instance, customers using desktop browsers would not be able to create accounts, significantly impacting the amount of new accounts created and user retention.


Digivante prevented problems in conversions and sales meaning that Il Makiage was able to launch their updated online presence with the assurance that no sales or conversions would be prevented. Maximising revenue.


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Target Areas

The testing community focused on the home page for registered and unregistered users, search results, the checkout process and data sections (terms and conditions).

Devices & Browsers

We identified the most popular devices and browsers used by Il Makiage customers. Including iPads, Safari , ZenPads Galaxy notes and Chrome.

Bugs Identified

Across the website many issues, specifically conversion issues were discovered. Including problems adding items to the basket, social media links being broken and submission barriers.

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