Cocolab
Reimagining the digital experience for a next generation oral care brand
Services
websites
CRO
AI marketing GEO
Overview
Cocolab is a dental care brand built by two sisters who wanted to make flossing more fun, motivating, and rewarding. With a growing product line and an expanding customer base, the brand partnered with Darkroom to redesign and continuously optimize its digital experience, from homepage and product detail pages to navigation, mobile flows, and subscription conversion.
Outcomes
3.23%
Revenue per Visitor growth (YoY)
2%
Conversion Rate increase (Q1 2026)
A playful brand with a digital experience that wasn't converting
Cocolab had the product, the brand identity, and a growing audience, but the site wasn't keeping up. Heatmap analysis revealed that 50% of desktop users dropped off past the buy box, suggesting the product description and page structure weren't compelling enough to drive action. Navigation was unintuitive, subscription options were buried, and the mobile experience didn't reflect the energy of the brand. Darkroom identified that the opportunity wasn't a single redesign, it was a continuous optimization program built on A/B testing, heatmap analysis, and iterative design, where every change earned its place through data before going live.
Iterative optimization across every touchpoint
Darkroom partnered with Cocolab to redesign key pages and user journeys through a test-first approach, launching A/B experiments on subscription box presentation, homepage hero banners, category carousels, image galleries, and PDP layouts, then pushing only the variants that outperformed control into production. The team restructured navigation, revamped the side cart to reduce decision friction, optimized checkout upsells, and rebuilt the mobile experience to match the playful identity that defines Cocolab on every other channel. The subscription box optimization was validated through testing and pushed live, and the redesigned site now reflects both the brand's personality and a conversion-oriented structure built to improve with every sprint.
