Multi Select
E-commerce
DTC purchase decision: skincare brand website
This survey asks 15 U.S. consumers which factors would most influence their decision to buy from a skincare brand's website for the first time. It's a Multi-Select survey with the general population, presenting seven trust signals including before-and-after photos, clinical claims, ingredient transparency, and sample sizes. Before-and-after photos from real customers won by a wide margin at 80%, followed by dermatologist-tested claims at 53%. Press mentions received zero votes, suggesting that for first-time DTC buyers, peer proof and clinical credibility matter far more than media coverage.
- Poll type
- Multi Select
- Respondents
- 15
- Location
- U.S.
- Audience
- General population
- Industry
- E-commerce
- Use case
- DTC website optimization, purchase decision research, trust signal testing
“Knowing what all the ingredients are — and understanding them — and being dermatologist tested or recommended are very important to me, and I always like realistic before and after photos.”
“Normally I'd include positive reviews, but I find it unlikely a company would include any negative feedback on their homepage. With that, a skin care product approved and tested by certified dermatologists provides solid peace of mind along with certified before/after photos.”
“I don't care about magazine opinions, fake photos, guarantees, fake reviews, or fake dermatology claims. I know what ingredients I want to avoid.”