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.