Compare two Amazon product listing pages - yours and a competitors and see which one they prefer and why.
You know how to use your software, does someone who has never seen it before know how to do it easily? Find out and improve onboarding.
When a lead lands on your homepage for the first time: do they understand what you do, how it helps them, and how much it costs?
Specifically for the beauty niche, see a user go through the purchase flow from first impression, to browsing, to checking-out.
In this flow, see how someone discovers your brand for the first time on Instagram, explores your profile, and moves towards buying.
A quick spot check to see if first-time visitors understand your value prop. Did they nail it, misinterpret it, or are they totally lost?
Ensure your check-out and cart are fully functional. Find bugs or technical issues users might be facing during checkout.