When Ingrid used to work for Clairol with Coty in NYC, she managed Clairol.com and its ‘Beauty School’ educational blog division. This case study is from her time there.
The issue:
How do we encourage consumers to have the confidence to step out of their comfort zone to do their hair at home and thereby purchase Clairol products?
The answer:
Optimize the website to increase conversion rates to move customers further down the sales funnel to purchase.
In order to improve website optimization, several tactics were implemented:
(1) Improved website design with updated banners, menu navigation, and beautiful eye catching graphics and videos
(2) Content strategy #1 - provide educational resources (videos / blogs) to boost customer confidence through knowledge that they could do their hair color at home
(3) Content strategy #2 - provide hair trend resources in the Beauty School section to increase traffic to the site as a credible hub of knowledge
(4) SEO optimization to boost search and site rankings by using keywords, organization, trending content, and hyperlinks (backlinks)
(5) Audit performance with an analytical tool for content selection. Adobe Analytics was used to determine content placement and type.
The results:
In summary, the results were boosted product sales, educated customers, data collection, site traffic, and creation of a new product line.
- Increase in site traffic per month and product sales
- Discovery that Clairol YouTube tutorial videos placed on the homepage helped with boosting site traffic and visit duration time
- Expand Clairol's Beauty School educational blog section by updating the website bi-monthly and monthly with new articles about trending hair styles and shades with links to product lines and other sources boosted traffic
- Installing a custom quiz for each visitor to take to determine which product was right for them, ending with links to purchase - helped boost sales and consumer confidence
- The addition of a virtual live appointment feature via Instabook that was free for all customers to sign up for a personalized consultation with a Clairol licensed stylist to visually determine which product was the right fit. Customers filled out surveys before and after appointments, resulting in successful data collection. From this customer feedback, Clairol created a new product line called Natural Instincts Root Touch-Up which was a semi-permanent root product for those customers afraid of permanent color and not ready for an all over color product.
Examples below:
Beauty School landing page when it was active and headers of 2 popular articles.
Click below to enlarge.
Clairol.com had a Beauty School educational blog section that Ingrid managed all graphics and content strategy for seo
Clairol.com's trend article to featuring hair styling steps and recommended product links
example of Clairol.com article created to help customers navigate doing their hair color at home
