TUA is a well-known Chilean retail chain specializing in beauty which sells leading professional brands in the hair care, skin care, and beauty appliances categories. Under the slogan “Your Attitude Is Your Beauty,” the brand brings together in one place a specialized and accessible selection for daily personal care routines, operating through a network of brick-and-mortar stores and an e-commerce an official platform with coverage throughout Chile. For a comprehensive catalog featuring a wide variety of products, the ease of navigating through categories is a critical factor in conversion. Through its Evolutive Support service, Known Online implemented a key technical intervention on TUA’s platform to correct a structural usability issue and improve navigation performance.
The Challenge: The Invisible Impact of Infinite Scrolling on Performance
TUA presented a critical friction point in the user experience (UX) on its product listing pages (PLPs): the use of infinite scrolling. This mechanism caused serious operational and usability issues:
- Footer Blockage: Because products loaded indefinitely, users could never reach the footer, blocking access to essential company links such as return policies, branch locations, FAQs, and support channels.
- Performance Degradation: The web browser continuously accumulated a heavy load of resources (images, scripts, prices), drastically slowing down navigation.
- Extreme friction on mobile: On mobile devices, category pages became excessively long and slow, leading to frustration and abandonment.
- Loss of context: If a user clicked on a product and then returned to the list, they would lose their place and have to start browsing all over again from the beginning.
The Solution: Strategic pagination aligned with VTEX best practices
The project involved front-end development work on the VTEX platform , specifically the search results and product listing (PLP) component, with a focus on the catalog navigation system.
Known Online replaced the infinite scroll mechanism with a standard pagination system on all product listing pages on the site. This migration followed the official recommendations of the VTEX technical team, which has deprecated infinite scroll due to its negative impact on user experience, performance, and maintainability.
The implementation ensured that users could access the site’s footer from any PLP, resume their browsing position after viewing a product, and prevent the browser from accumulating an increasing load of resources as they browsed the catalog. In addition, the solution improves the ability to track browsing behavior and lays a more solid foundation for the catalog’s long-term growth.
The Results: A Stabilized Catalog and Technical Scalability
With the migration to the pagination system, the TUA website completely eliminated the barrier that prevented users from accessing the footer from category pages. The catalog browsing experience became more stable, reducing the cumulative load of resources on the browser and improving performance, especially on mobile devices.
Users regained the ability to resume browsing from where they left off, without losing their browsing context when visiting a product and returning. This contributes to a more seamless, more predictable experience that is better aligned with current expectations for online shopping.
The implemented solution also ensured that the site was in optimal condition in terms of maintainability and scalability for future growth of the catalog. In that sense, the project not only resolved a specific issue but also strengthened TUA’s technological foundation to support its digital evolution with a more robust architecture.
This case study demonstrates how a well-targeted technical improvement can translate into concrete business benefits: better access to information, more efficient navigation, and a more stable foundation for scaling the online channel. In industries such as beauty retail, where the breadth of the product catalog and the browsing experience are key factors, the quality of navigation can directly influence brand perception and commercial effectiveness.
Is your digital catalog making it difficult for your users to navigate?
At Known Online, we design and implement continuous improvements as part of our Evolutionary Support service, which is aimed at optimizing the usability and conversion rates of your e-commerce site. Contact us and let’s evaluate your platform!
