A few lines of JavaScript on DeborahLippmann.com helped the nail polish manufacturer and online retailer upload content faster, generating spikes in engagement and sales. Having a website that looked just like that of his competitors wasn’t cutting it anymore for Mark Lippman, co-founder and managing partner of nail polish and treatment products manufacturer Deborah Lippmann.
“Our home page was one large image,” he says of the site named for his sister, celebrity manicurist Deborah Lippmann. “It was a carousel three or four or five images could go through. That image could only go to one location [on the site]. We styled it after other big, Estee Lauder-type brands.”