Scrubbing Data for Insights
Helping Australia’s favourite coffee scrub uncover hidden potential
Frank Body was started with a mission to remove the hyperbole that saturates the skincare industry and make natural skincare fun. This simple idea led to the birth of their original coffee scrub, their hero product that took Australia - and now the world - by storm.
As a rapidly growing brand with a highly engaged and loyal customer base, Frank Body aims to deliver an excellent customer experience at every stage of the conversion funnel. Yet after the launch of their new website, there was a noticeable drop in conversion rate, which in turn affected their revenue across all channels.
With the competitive nature of the Australian skincare industry and the growing interest for coffee scrubs, Frank Body reached out to us to develop a strategy that would allow them to dominate the coffee scrub space while growing reach across other relevant product categories.
Given the unique brand and tone of voice that Frank Body had meticulously built, it was critical that our strategy spoke directly to their customers. We needed to have the right channel mix, but also the right messaging across each channel. That's why understanding the pain points, motivations and behaviours of Frank Body's customers was a critical step to making their paid channels more effective.
After 10 weeks of discovery and research, we identified that the product page had a number of UX issues that were likely the root cause of the conversion drop. Using research methods like analytics modelling, heatmaps, customer surveys, user interviews and user testing we uncovered a few key insights.
Firstly, 60% of the users tested preferred the old product page over the new one due to an easily accessible and interactive information section, including how-to content, product videos, product features and reviews. Further to that, users who interacted with the product information tabs and videos were far more likely to convert, as content such as reviews and before-and-after results is key to the user’s purchase decision. This made the layout of the product page - and specifically the content - our main focus.
Secondly, users don’t scroll down to the product information section on mobile. Again, this is an important insight given the importance of that content to the conversion process.
Finally, 25% of users didn't like the language used for the product information as it made it unclear for them.
Based on these insights we proposed two variations of the product page design to be run against the existing product page design. Frank Body was responsible for re-writing the content to be in closer alignment with their customers’ expectations.
After five weeks of testing, both of our proposed variations came out on to of the control page. But the design that won overall increased revenue and conversion rate by 10% at a confidence level of 97%.
After a thorough analysis of the account and insights gained from keyword research, we started with a full account restructure to give us the foundation needed to improve efficiency, relevance and reach. We broke brand and generic campaigns out into more targeted segments with relevant copy and landing pages, refreshing the ad copy to allow for proper ABC testing.
To increase coverage across key audiences in the skincare space, we expanded Search generic categories and Display & YouTube prospecting activity, leveraging the Google channels during product launches, sales and key events.
Through a combination of testing, copy and keyword updates, automation, and knowing the account inside-out, we've been able to grow Frank Body's digital presence with significant improvements in both revenue and return on investment.
I've had the pleasure of working with Michael and the team for a couple of years now. SEM has formed a big part of our digital strategies to ensure we're relevant and top-of-mind throughout the entire customer journey to purchase. Yoghurt has, in a short period of time, identified our customer behaviour patterns and used them to drive very strong results across our paid channels.