Trade Secrets By: Saraah F, Paloma F, Vivian H Online Content - - PowerPoint PPT Presentation
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,
HAIR|BEAUTY|SALON
By: Saraah F, Paloma F, Vivian H
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
Synopsis of project: to audit,
development process from brainstorming to implementation Created target personas to understand the clientele of the company Identified pain-points and
Deliver value to customers during their journey at Trade Secrets
INTRODUCTION
COMPANY OVERVIEW & PROJECT SCOPE
Known as Glamour Secrets Founded in 1990 by Joseph Belloti and Mitch Petrera Headquartered in Woodbridge, Ontario Beauty company that sells brands and products in: haircare, styling tools, hair extensions, skincare, cosmetics, nail care, services Has 75 locations in Canada
WHAT IS TRADE SECRETS?
Lacks interactive aspects - animations Currently has limited product information Cluttered content in design Lack of consistency in fonts and content theme
WHAT IS THE PROJECT SCOPE?
To redefine Trade Secrets' website to deliver a smoother user experience for customers. Reasons:
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
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 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
OBJECTIVES
CONTENT STRATEGY: TYPES
Step-by-step how-to clips on products Tips and shortcuts Demonstration video on services Cool Sculpting, Laser Hair removal
Educational How to Videos
Customer reviews & content Customer and company engagement Builds trust!
Blog Page
Active on all social media platforms that consumers use Content calendar & help of Hootsuite to ensure proper uploads
Social Media
Working with local micro-influencers to build trust and awareness Strong influencer rapport = strong brand image
Micro-Influencer Vlogs
Develop stronger understanding of the consumers Engagement and participation Offeres personalization
Quizzes
CONTENT STRATEGY: PROMOTIONS
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
Social Media
Share their thoughts and admiration with retailer Top GTA influencers: @lapetitenoob, @dineandfash, and @thefloralaw.
Micro-Influencer Vlogs
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
SEO/SEM
CONTENT STRATEGY: MEASUREMENT
WIREFRAME: HOMEPAGE
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 Wanted to change the original homepage and exclude irrelvant content that causes too much noise Includes: Why did we include this?
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 Includes:
WIREFRAME: SHOP
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 Original website focuses heavily on price-point and lacked content design and online features Includes: Why did we include this?
WIREFRAME: SALE
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 Trade Secrets offers various services; however, they are not present on original website Includes: Why did we include this?
WIREFRAME: SERVICES
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 To engage consumers and help them find a quick solution Personalization Includes: Why did we include this?
WIREFRAME: QUIZZES
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 To engage consumers and show their reviews and content which helps build trust Includes: Why did we include this?
WIREFRAME: BLOGS
HOMEPAGE (BEFORE)
Did you know it's Canadian? Too many static images Not an appealing shopping cart Confusing
Consistent theme Consistent font Simple, yet to the point
HOMEPAGE (AFTER)
Navigational menu based on what you're looking for
SHOP (BEFORE)
Not easy to follow
Navigational menu to filter and browse Recommended products for easy find
SHOP (AFTER)
Why do I not have the option of what I want to browse for ?
To many numbers - old price, new price, % off? Inconsistent - some products show ($) discount, some show (%) discount
SALE (BEFORE)
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
SALE (AFTER)
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 (BEFORE)
Different categories
with a referral image and description
SERVICES (AFTER)
Call-to-action button: "Book Now"
QUIZZES (BEFORE)
Featured Quizzes allow visitors to browse and find something they are interested in Individual quizzes allow visitors to select exactly what they are focusing on (to fulfill search intent)
QUIZZES (AFTER)
BLOGS (BEFORE)
Simple blog containing how-to videos, demos, and beauty tips Testimonials from consumers to help build trust amongst other consumers
BLOGS (AFTER)
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