Ulike Tripled Conversion Rate and Entered the Top 20 Best-Selling Products

Despite being the world’s No.1 IPL brand, Ulike’s global strength was not reflected in its digital shelf performance in Türkiye, where its products were unable to enter the top 50 best sellers in Trendyol’s IPL category.

With Dot Insights, Ulike analyzed 65,000+ competitor reviews and 42,000+ shopper questions to uncover the expectations and uncertainties influencing purchase decisions.

These insights were translated directly into product content, making the information shoppers needed before purchase more visible and accessible. As a result, Ulike entered the top 20 best-selling products and tripled its conversion rate without offering any discount.

Challenge

Ulike had a strong global position in the IPL category, but its performance in Türkiye was not reflecting the same level of brand strength.

On Trendyol:

• Ulike products were not among the top 50 best sellers in the IPL category
• Critical information shoppers needed before purchasing was not sufficiently clear on product pages
• Uncertainty around usage, compatibility, and product reassurance created friction in the decision process
• Global brand strength was not translating into equivalent digital shelf performance in the Turkish market

The challenge was not simply to offer a stronger price incentive. Ulike needed to understand what information shoppers required to confidently evaluate the product and remove those uncertainties directly on the product page.

Action (Solution Process)

Ulike used Dot Insights to conduct a large-scale analysis of shopper behavior across the IPL category.

The analysis included:

• 65,000+ competitor reviews
• 42,000+ shopper questions
• Recurring expectations, concerns, and pre-purchase uncertainties across the category

The analysis revealed that shoppers were actively looking for clarity around:

• Pain level
• Suitability for male users
• Skin and hair type compatibility
• Box contents
• Warranty period
• Areas of use

These insights were translated directly into Ulike’s product pages. Product visuals and content were restructured to proactively answer the questions shoppers needed resolved before making a purchase.

The strategy was to improve conversion not through deeper discounts, but by using real shopper data to eliminate uncertainty, communicate product benefits more clearly, and make the purchase decision easier.

Results

Following the product content optimization driven by Dot Insights:

• Ulike products entered the top 20 best-selling products in Trendyol’s IPL category
• Conversion rate increased 3x
• The growth was achieved without any discount
• Key shopper uncertainties were addressed directly on the product page
• Question and review data were transformed into product content designed to support purchase decisions

Ulike changed how the product was communicated rather than changing its price. By translating real shopper questions and competitor reviews into clearer product content, the brand reduced purchase uncertainty and tripled conversion performance.

Source: Dot Insights, 2025. Trendyol “IPL” category shelf analysis covering the top 24 best-selling products & Dot Insights Question and Review Analysis.