An up and coming skincare brand owned by Unilever. Ferver Skincare offers skincare products that are fermented which provides customers with more effectiveness in their skincare.
The Challenge
The website we had designed initially focused primarily on showcasing our various fermentation products and their benefits. However, we quickly realized that we were missing a critical aspect: storytelling. We wanted our customers to connect with the process of fermentation and understand how it worked, but our website failed to convey this information effectively. Consequently, we were experiencing disappointing conversion rates of under 1% and witnessing a significant decline in engagement metrics from our paid traffic.
The Solution
To better communicate the benefits of fermentation for various skin concerns, we created targeted landing pages focused on the story behind our unique products. We identified common skin concerns, such as acne, dryness, sensitivity, aging, and uneven skin tone, and tailored each landing page to address a specific concern. These pages incorporated educational content, visual storytelling, and clear calls to action, explaining how fermentation could alleviate these issues through the beneficial bacteria, enzymes, and compounds produced in the process.
To make the landing pages visually appealing and engaging, we used high-quality images and videos showcasing our products in action. Real user before-and-after photos demonstrated the effectiveness of our products, while short, informative videos guided customers through proper usage and application. The visual elements enhanced the educational content and helped visitors better understand how fermentation could address their skin concerns.
Each landing page included clear calls to action that encouraged visitors to learn more or purchase our products. By simplifying navigation to relevant product pages and providing detailed information, we made it easy for users to explore our offerings further. This strategic approach not only increased user engagement but also helped us position our products as effective solutions for a wide range of skin concerns, ultimately driving higher conversion rates and fostering customer loyalty.
Results
After implementing the targeted landing pages and focusing on storytelling, we experienced a remarkable improvement in our website's performance. Our conversion rates skyrocketed to as high as 14%, reflecting a significant increase in customer interest and purchases. Furthermore, by making our content more engaging and relevant to our visitors' needs, we managed to triple our engagement metrics, which included factors such as time spent on site, pages visited per session, and overall user interaction. These impressive results demonstrated the power of effective storytelling and tailoring content to address specific customer concerns, ultimately leading to higher conversion rates and enhanced user experience.
14%
3X
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