Driving +36% customer growth through smarter touchpoints
Driving +36% customer growth through smarter touchpoints
PROJECT OVERVIEW
PROJECT OVERVIEW
After refining our retention rate, we helped new customers find us and trust us quicker. By improving every step from discover to booking, we grew 36% more customers while spending 70% less on ads. This strategy set us apart from traditional salons, bringing a steady flow of new customers, and even open 5 new stores in 6 months.
After refining our retention rate, we helped new customers find us and trust us quicker. By improving every step from discover to booking, we grew 36% more customers while spending 70% less on ads. This strategy set us apart from traditional salons, bringing a steady flow of new customers, and even open 5 new stores in 6 months.
DURATION
3 months
DURATION
3 months
TEAM
Researcher Peter Jian
Operation Neako Tsao
Design & Consultant Yiwei Chang
TEAM
Researcher Peter Jian
Operation Neako Tsao
Design & Consultant Yiwei Chang
Competitive analysis
Competitive analysis
User research
User research
Marketing strategy
Marketing strategy
The Challenge
The Challenge
Lots of ads… but not many bookings
We spent a lot of money on ads, but new bookings didn’t grow. We found out that looking popular online didn’t mean people trusted us. Some stylists even tried to make funny viral videos, but those didn’t bring customers in either.
We spent a lot of money on ads, but new bookings didn’t grow. We found out that looking popular online didn’t mean people trusted us. Some stylists even tried to make funny viral videos, but those didn’t bring customers in either.
Define
Define
People trust people,
not ads.
Even the best stylists lose some customers, so getting new ones is important.
But many salons chased trends, made funny videos, or tried to go viral… and still didn’t get more bookings.
User research showed why:
People trust people,
not ads.
Even the best stylists lose some customers, so getting new ones is important.
But many salons chased trends, made funny videos, or tried to go viral… and still didn’t get more bookings.
User research showed why:
01
Real stories convince,
ads just talk
A true comment like
“They fixed my hair!” wins hearts.
A loud ad makes people scroll away.
Real stories calm fear and build trust instantly.
01
Real stories convince,
ads just talk
A true comment like
“They fixed my hair!” wins hearts.
A loud ad makes people scroll away.
Real stories calm fear and build trust instantly.
02
Decisions happen in quiet places,
like Google Maps
People dream on Instagram, but they decide on Google Maps.
That’s where they check reviews, compare salons, and choose.
So that’s where trust needed to show up.
02
Decisions happen in quiet places,
like Google Maps
People dream on Instagram, but they decide on Google Maps.
That’s where they check reviews, compare salons, and choose.
So that’s where trust needed to show up.
how to reach good?
how to reach good?
We helped more people
hear the good stories
Good news spreads fast, but only if people can find it.
So instead of shouting with more ads, we helped real customer stories show up online.
We helped more people
hear the good stories
Good news spreads fast, but only if people can find it.
So instead of shouting with more ads, we helped real customer stories show up online.
01→
Let happy customers speak
Stylists invited their happy customers to leave Google Maps reviews, without pushing.
01→
Let happy customers speak
Stylists invited their happy customers to leave Google Maps reviews, without pushing.
02→
Rewarded the shout-outs
If a stylist is mentioned in reviews, we rewarded them with marketing support.
02→
Rewarded the shout-outs
If a stylist is mentioned in reviews, we rewarded them with marketing support.
03 → repeat
Watch trust spread
As reviews grew, more neighbors discovered our salons, brought new customers to us.
03 → repeat
Watch trust spread
As reviews grew, more neighbors discovered our salons, brought new customers to us.
Everyone looks for a salon differently
So on we tailored each salon page
to show the kind of experience its customers care about most.
Everyone looks for a salon differently
So on we tailored each salon page
to show the kind of experience its customers care about most.
Neighborhood
Salon
Show kindness
We highlighted kind reviews and caring stories so people felt,
“This place will take good care of me.”
Neighborhood
Salon
Show kindness
We highlighted kind reviews and caring stories so people felt,
“This place will take good care of me.”
Trendy
Salon
Show style
We showed cool photos and creative cuts so people thought,
“This salon can make me look amazing.”
Trendy
Salon
Show style
We showed cool photos and creative cuts so people thought,
“This salon can make me look amazing.”
Dive into the weeds
Dive into the weeds
Make the first second count
For trendy-salon customers, style is everything. So our ads had to show the stylist’s talent right away.
If an ad can’t grab someone in one second, they’re gone.
That’s why we refreshed all our marketing visuals to be clean, bold, and instantly show the stylist’s aesthetic.
With clearer, eye-catching designs, people stopped scrolling,
and those pauses turned into clicks, and clicks into bookings.
Make the first second count
For trendy-salon customers, style is everything. So our ads had to show the stylist’s talent right away.
If an ad can’t grab someone in one second, they’re gone.
That’s why we refreshed all our marketing visuals to be clean, bold, and instantly show the stylist’s aesthetic.
With clearer, eye-catching designs, people stopped scrolling,
and those pauses turned into clicks, and clicks into bookings.
01
+512%
page views
01
+512%
page views
02
+50%
scroll rate
02
+50%
scroll rate
achievements
achievements
300%
higher customer acquisition rate
compared to the average salon
300%
higher customer acquisition rate
compared to the average salon
72%
increase in passer-by customers
72%
increase in passer-by customers
36%
customer growth
36%
customer growth
