PIONEERS IN NATURAL DEODORANT REVITALIZE eCOMMERCE
In 2007, Lavanila became a trailblazer in its market as the first natural deodorant in Sephora. With a boom in demand for aluminum-free deodorant and an upcoming launch with Target, Lavanila was seeking a refresh of their eCommerce website. Their goals were to increase brand awareness, grow their eCommerce business, and drive traffic to retail. Lavanila also sought to accommodate the nearly 20 SKUs they plan to release in the coming year.
SEO Keyword Strategy
Digital + Web Desgn
Strategic Digital Marketing
In order to determine the best plan of action, MSLK completed a review of existing site analytics and an audit of the top site features in the natural deodorant category. Analyzing all areas from seals and certifications to user checkout experience, we determined what parts of the existing site were working versus where the brand could capture market white space. In addition, MSLK examined typical consumer search patterns online and formed a recommended SEO keyword plan to capture consumers who search organically.
WIREFRAMES AND FINAL DESIGN
Capitalizing on the trend that users are clicking less and scrolling more, MSLK first focused visitors’ attention by consolidating pages that did not contribute to site conversion. MSLK also restructured Lavanila’s existing linear product navigation into a dynamic hub where shoppers filter products by type, scent, price, etc., granting them faster access to the products they love while introducing new products.
The product pages themselves were enhanced to include more consumer education including at-a-glance health and safety assurances, technology, reviews, results, FAQs, and brand values. These features provide consumers with the assurance that each product is perfect for their needs. In addition, ingredient visuals encourage shoppers to further explore scents and key ingredients within a product’s category. Product size options, volume discounts, and related products to complete the regimen were also brought to the forefront, encouraging increase in order size.
Within the first two weeks of launch, Lavanila had a notable increase in conversion and sales. Postlaunch heatmap analyses and user recordings showed that visitors explored more of the content and there was a significant rise in customers that reached checkout.
With the website conversion up, we turned our sights towards improving the email marketing eco-system. We developed a strategy for email marketing automation, as well as designed and programmed templates for seasonal marketing campaigns and post-purchase email support. Upon implementing our suggestions, Lavanila immediately saw a 25% open rate and a 20% conversion from email alone.
Each template is highly customizable and provides an opportunity for two product promotions in a single message. Content above the fold spotlights the seasonal campaign or order logistics, curated in the health conscious, familiar voice of Lavanila, while the bottom half showcases an evergreen module that cross promotes one of three best-selling products.
“MSLK’s review of our brand positioning, competitive white space, site analytics, and marketing challenges produced a long-term strategy for our website that also influenced our communication objectives across all media. Their thoughtful recommendations anticipated our needs and produced clean, clear designs that embodied everything we wanted in our brand evolution. MSLK provides us with a holistic perspective on our digital marketing efforts throughout every channel and is quick to offer suggestions and solutions that help us make all of our efforts more effective.” – Danielle Raynor, Founder and CEO