Hershesons, a hair salon and beauty brand, aimed to grow their online presence and turn their existing website traffic into customers. They sought to increase the conversion rate, order frequency, and average order value (AOV) on their D2C store. They approached JDThomson for assistance in implementing effective marketing tactics and improving their D2C store.

To address Hershesons’ objectives, we began by conducting a comprehensive 360 Marketing Audit. This allowed us to gain a deeper understanding of their target customers and evaluate the overall user experience. By identifying potential conversion leaks and growth opportunities, we developed a two-phase approach to achieve their goals.

In Phase 1, we utilized our BuiltWithData Service, specifically designed to build D2C stores using data-driven strategies to maximize conversion rates. We migrated Hershesons’ existing store from Magento to Shopify, implementing a new theme design. The reason for changing from Magento was due to how expensive it was to run and maintain, along with the feature set not aligning with current marketing goals. We focused on optimizing the checkout process, both on mobile and desktop, by incorporating upsells, trust signals, and technical improvements. Additionally, we created new landing page sections to address price objections and employ risk reversal techniques, ensuring a smoother customer journey.

In Phase 2, we implemented our 90-day growth labs service. During this phase, we conducted a series of growth experiments aimed at further increasing the conversion rate, AOV