1. Pink Gellac are an international manufacturer and retailer of
gel nail polish, operating in the US, UK, Germany, France,
Netherlands and Switzerland.
They sell direct to consumers via their e-commerce enabled
websites.
In 2016 Pink Gellac selected Formisimo to provide
intelligence on their checkout process.
They knew that their checkout was causing users to drop out
of the sales funnel, but they didn’t know why. They wanted to
understand what they should change in their checkout
process to increase sales, and reduce customer friction.
“Installing Formisimo was easy and the Formisimo team supported me
throughout. We went from installation to seeing valuable insights very quickly”
“Formisimo increased our turnover by 1 million euros, which will increase to 5
million euros over the next 12 months. This is a significant return on investment.”
“Formisimo has allowed us to get the most out of our marketing budget.
Their insights allowed us to maximise the value of the traffic that visited our site,”
Steven Renes, CEO
reduction in
checkout drop offs
reduction in
checkout corrections
annual increase
in sales
€5m 20%14%
The Formisimo team on-boarded Pink Gellac, providing them with an easy installation process
followed by a data review session. Our data showed Pink Gellac where the critical drop off points in
their checkout were, allowing their team to make informed changes to their checkout process.
Formisimo allowed Pink Gellac to monitor the performance of the changes, leading them to a
checkout process that converted at a much higher rate.

2. Formisimo is the most advanced form
and checkout behavioural analytics
platform available.
Formisimo measures interactions within forms,
tracking thousands of data points per session.
Our customers use us to reduce checkout
abandonment, decrease cost per acquisition and
increase average customer LTV.
● Installed in seconds with no coding
required. Formisimo works out of the box
with complex forms and checkouts.
● No PII is tracked from form fields.
● Account management support, with
telephone, email and Skype assistance.
● Your insights and data stay active forever
- we never delete old data.
"We're an evidence-driven organisation, but
Formisimo is giving us actionable insights into a
critical part of our conversion funnel like we've not
been getting before from any other analytics tool.
We're using the insights to make our booking
process and conversion rates the best they've
ever been."
Dan Cohen, Product Director
"We found that the insight matched and
complemented the results we get in our testing
labs, validating the data. It’s easy to use, and has
an impact on both our customer happiness and
sales volumes.
Using data to inform our site design helps us
deliver a more intuitive shopping experience."
Sam Barton, Head of UX