HAIR|BEAUTY|SALON Trade Secrets By: Saraah F, Paloma F, Vivian H Online Content Website Redesign
TODAY'S AGENDA Introduction Company Overview / Project Scope Customer Persona Competitive Assessments Goal Settings Content Strategy (Types, Promotion, Measurement) Website Wireframes / Sitemap Creative Mockups (Before and After) Conclusion Q & A
INTRODUCTION Synopsis of project: to audit, observe, and analyze the entire development process from brainstorming to implementation Created target personas to understand the clientele of the company Identified pain-points and opportunities Deliver value to customers during their journey at Trade Secrets
COMPANY OVERVIEW & PROJECT SCOPE WHAT IS TRADE SECRETS? WHAT IS THE PROJECT SCOPE? To redefine Trade Secrets' website to deliver a smoother Known as Glamour Secrets user experience for customers. Founded in 1990 by Joseph Belloti and Mitch Petrera Reasons: Headquartered in Woodbridge, Ontario Lacks interactive aspects - animations Beauty company that sells brands and Currently has limited product information products in: haircare, styling tools, hair Cluttered content in design extensions, skincare, cosmetics, nail care, Lack of consistency in fonts and content theme services Has 75 locations in Canada
CUSTOMER PERSONA Likes to share short and simple content Prefers images over videos Attracted to soft tones and colours High users of Instagram, Youtube, Snapchat, and Facebook Explore content on influencers page Best reach them on social media platforms
OBJECTIVES To increase online conversion by 15% within 2 months by redesigning the website and adding engaging content and consistency To increase visitor time and engagement spent on the website by 15% within 2 months after the website redesigning process To achieve a 25% increase in brand awareness within 2 months of the redesign process by including all services offered in-store including fat- freezing, laser hair removal, and waxing
CONTENT STRATEGY: TYPES Educational How to Videos Micro-Influencer Vlogs Step-by-step how-to clips on products Working with local micro-influencers to Tips and shortcuts build trust and awareness Demonstration video on services Cool Strong influencer rapport = strong brand Sculpting, Laser Hair removal image Blog Page Quizzes Customer reviews & content Develop stronger understanding of the consumers Customer and company engagement Engagement and participation Builds trust! Offeres personalization Social Media Active on all social media platforms that consumers use Content calendar & help of Hootsuite to ensure proper uploads
CONTENT STRATEGY: PROMOTIONS Social Media Facebook - Engage audience through photos, promotional ads, social link bars, contests Twitter - Tweet promotion links Instagram - Engage audience by posting contests, tutorial clips on stories Youtube - CTA statement Micro-Influencer Vlogs Share their thoughts and admiration with retailer Top GTA influencers: @lapetitenoob, @dineandfash, and @thefloralaw. SEO/SEM Examples of keywords: “hair mask”, “best curling iron to buy”, “ cheap hair salon”, or “ waxing services in Toronto” Enhances visibility, ad rank and position, conversion rate
CONTENT STRATEGY: MEASUREMENT
SITEMAP
WIREFRAME: HOMEPAGE Includes: Menu / Pages tab at the top Log-in on top, to ensure customer information saved Slider which varies monthly, showing products and services Below, quick links to Quizzes, newest products, and demo videos Below, there are the top 5 products of the month Footer located at bottom of the page which includes about me section, FAQ, locations, social media, sign up information Why did we include this? Wanted to change the original homepage and exclude irrelvant content that causes too much noise
WIREFRAME: SHOP Includes: Menu bar 'Filter by' option Boxes represent photos of sale items Users can scroll to view more items A 'recommended products' section with popular products and suggested products for customers
WIREFRAME: SALE Includes: Menu tab at the top Log-in on top, to ensure customer information saved Navigational Menu on left where consumer can filter what they are searching for Main page is filled with images/buttons of sale products Footer located at bottom Why did we include this? Original website focuses heavily on price-point and lacked content design and online features
WIREFRAME: SERVICES Includes: Menu tab at the top Log-in on top, to ensure customer information saved Different services available with a call-to-action to "book now" Salon Services, Hair Removal, Cool Sculpting Footer located at bottom Why did we include this? Trade Secrets offers various services; however, they are not present on original website
WIREFRAME: QUIZZES Includes: Menu tab at the top Log-in on top, to ensure customer information saved Featured Quizzes on top and offers popular categorizes Individual types provided with descriptions of what it entails Footer located at bottom Why did we include this? To engage consumers and help them find a quick solution Personalization
WIREFRAME: BLOGS Includes: Menu tab at the top Log-in on top, to ensure customer information saved Includes How-to Videos, Demos, Beauty Tips Bottom half includes testimonials Footer located at bottom of the page Why did we include this? To engage consumers and show their reviews and content which helps build trust
BEFORE AFTER
HOMEPAGE (BEFORE) Too many static Did you know it's images Canadian? Not an appealing shopping cart Confusing
HOMEPAGE (AFTER) Consistent theme Simple, yet to the point Consistent font
SHOP (BEFORE) Navigational menu based on what you're looking for Not easy to follow
SHOP (AFTER) Navigational menu to filter and browse Recommended products for easy find
SALE (BEFORE) Why do I not have the option of what I want to browse for ? Inconsistent - some products show ($) discount, some show (%) discount To many numbers - old price, new price, % off?
SALE (AFTER) Simple to follow Old price and new price are evident Ability to browse by category and different sale types Filter-by section Clear, spread out, consistent theme
SERVICES (BEFORE) Non-existent No information regarding services available at all Customers must go into store to inquire any service related questions How would customers know?
SERVICES (AFTER) Different categories of services shown with a referral image and description Call-to-action button: "Book Now"
QUIZZES (BEFORE)
QUIZZES (AFTER) Featured Quizzes allow visitors to browse Individual quizzes allow visitors to select and find something they are interested in exactly what they are focusing on (to fulfill search intent)
BLOGS (BEFORE)
BLOGS (AFTER) Simple blog containing how-to videos, demos, Testimonials from consumers to help build and beauty tips trust amongst other consumers
CONCLUSION After thorough analysis, changes made includes: Potential increase in conversion rate, and time spent online With the inclusion of quizzes, blogs, and consistency, it results in: Easy navigation Simple flow allowing visitors to find what they're looking for Personalization Increase in engagement amongst Trade Secrets, online community, and visitors
Q&A
Recommend
More recommend
