Pharmavida | WayAcross

The Challenge

Pharmavida is an online parapharmacy that sells health, wellness, and cosmetic products, maintaining an active digital store for end customers.

Pharmavida needed a new look for its online store, an ERP system to provide operational support for sales and inventory, and an ongoing CRO program to identify and test improvements that would reduce friction and increase conversions. The old store did not provide sufficient visibility into business metrics or allow for fine control of inventory and commercial processes.

Objectives

The project aimed to revamp the store's front end to improve trust and usability, build an integrated ERP for reporting and inventory management, and establish a cyclical CRO testing process to discover which changes increased conversion rates without compromising the customer experience.

Strategy

We adopted a three-pronged strategy: UX/CRO redesign of the store with a focus on trust and clarity, development of a minimum viable ERP that centralizes sales, stock, and KPIs, and implementation of a continuous testing cycle (hypothesis → experiment → learn) to validate improvements to the interface, copy, and checkout flow. For the ERP, we prioritized actionable dashboards and easy integrations with e-commerce and the existing billing system.

Execution

We redesigned critical pages of the store with an emphasis on clear product files, microcopy that reduces doubts, and a simplified checkout with fewer steps. We built an ERP that collects sales in real time, calculates stock availability with security rules, and generates daily and weekly reports for marketing and operations. We implemented granular tracking (product events, funnel, heatmaps) to support CRO hypotheses. Tests were launched in short cycles: we defined a hypothesis, created A/B variants, collected sufficient data, and made decisions based on statistically relevant results. The winning changes were promoted to production and used as a starting point for the next round of testing.

Solution & Result

The store remodel, combined with ERP and the ongoing CRO program, has transformed Pharmavida into a more agile, data-driven operation:

The store's appearance and usability have been modernized, resulting in a greater perception of trust among users.
The checkout process became faster and smoother, resulting in an increase in checkout actions initiated.
The continuous CRO cycle identified multiple improvements in microcopy, layout, and field order that, when applied, increased the conversion rate on the tested pages.
The operational team gained visibility to make faster business decisions thanks to dashboards and consolidated reports.