Hair Care Customized by Hair Type | Function of Beauty
Function of Beauty is a direct-to-consumer brand specializing in highly customized hair and body care products, allowing customers to formulate personalized shampoos, conditioners, and treatments based on their specific hair type and goals.
Performance
Tech Stack (30)
| Tool | Category | Detection |
|---|---|---|
| 9gtb | analytics | app |
| addshoppers | advertising | pixel |
| Adobe Fonts | cdn | app |
| Attentive | sms | pixel |
| bazaarvoice | reviews | app |
| Cloudflare | cdn | app |
| contentsquare | heatmap | pixel |
| Google Ads | advertising | app |
| Google Analytics 4 | analytics | pixel |
| Google Analytics (Universal) | analytics | app |
| Google Fonts | cdn | app |
| Google Tag Manager | analytics | pixel |
| Gorgias | support | app |
| Hotjar | heatmap | pixel |
| Klaviyo | app | |
| Meta Pixel (Facebook) | advertising | pixel |
| Microsoft Clarity | heatmap | app |
| newrelic | analytics | app |
| osano | consent | app |
| PayPal | payments | app |
| pepperjam | advertising | app |
| Recharge | subscriptions | app |
| safeopt | advertising | app |
| Shopify | platform | app |
| TikTok Pixel | advertising | pixel |
| VWO (Visual Website Optimizer) | ab_testing | app |
| wunderkind | advertising | pixel |
| Yotpo | reviews | app |
| yottaa | platform | app |
| youtube | video | app |
Classification
Details
Findings (9)
The H1 tag is set to 'Your cart' rather than a brand-building or product-focused keyword.
Update the primary H1 on the homepage/landing page to reflect the core value proposition (e.g., 'Customized Hair Care Tailored to You') to improve search engine relevance and user orientation.
Data shows 'Reviews: None' and 'Social links: none', despite having review providers like Yotpo and Bazaarvoice in the tool stack.
Correctly implement and surface customer reviews on product pages and add social media icons to the footer to establish brand credibility and trust.
No Buy Now Pay Later (BNPL) options are detected, which is a missed opportunity for higher-priced sets.
Integrate a BNPL provider (Affirm, Klarna, or Afterpay) to reduce price friction for bundles and high-value orders up to $150.
The 'recharge' tool is installed, yet 'Subscriptions' is flagged as False.
Ensure the subscription model is active and promoted for replenishment products like shampoo and conditioner to drive recurring revenue and LTV.
Total PageLoad time is 5.7s with 40+ third-party tools detected, including redundant analytics.
Audit and consolidate the tool stack (e.g., GA UA vs GA4 vs Northbeam) and use a tool like Yottaa (already present) to defer non-critical scripts to improve total load speed.
The store ships to 48 countries but supports 0 additional languages.
Implement multi-language support (e.g., Spanish for US/LATAM markets) to improve the experience for the 48 countries the brand currently ships to.
There is a 1:1 ratio between products and collections (1000 each).
Restructure collections to be more categorical and less granular to avoid 'thin content' SEO penalties and improve navigation UX.
Product types contain duplicate entries with inconsistent casing (e.g., 'Body Lotion' vs 'body lotion').
Standardize product type naming conventions to ensure accurate automated collections and cleaner filtering for customers.
The discount rate is reported at 0%.
Incentivize the 'Hair Quiz' completion with a first-purchase discount code to capture lead data and improve the quiz-to-cart conversion rate.