Task Comb Analytics for Audience Insights
By closely monitoring Marlo Beauty Supply’s website analytics, we were able to find ineffective keywords that were driving unqualified traffic to their site. Since Marlo sells only to licensed cosmetologists, many general keywords were sending retail beauty supply customers to the site. Lacking a cosmetology license, these users couldn’t make a purchase - so they weren’t converting. To solve this problem, we refined the copy. The team implemented new messaging on the site and in paid search ads, such as: “For Licensed Cosmetologists Only” and “Public Not Welcome”. This not only turned away unqualified traffic, it appealed more to visitors with professional cosmetology licenses. They felt like part of an elite group, and they knew that Marlo’s site was meant just for them.
We also redesigned the Marlo Beauty Supply homepage and several product category pages. Using attribution modeling technology, we developed and implemented a model that moved beyond the “last touch”, allowing us to track which channels and campaigns were successfully introducing people into the sales funnel. A/B testing helped us to optimize the copy on landing pages and in calls to action, exposing users to keywords strategically targeted at each phase of the buying process -- further improving conversion rates.