Building successful businesses online.
Completely Bare
Targeting Leads with Laser Precision
Scoop:
Are you familiar with Completely Bare, one of the most talked-about spas in Manhattan? Founded over ten years ago, completely bare is hailed by public and media for its unparalleled service and breakthrough treatments, including permanent hair reduction, waxing, sculpted tanning and facials. Recently the company has opened a number of additional clinics throughout New York focusing primarily on laser hair removal. To complement this move, completely bare has launched a second website to its original www.completelybare.com. The new www.laserhairremovalnyc.com informs New Yorkers about the benefits of permanent laser hair reduction, elegantly caters to various target groups, and generates relevant leads for the service.
Says Cindy Barshop, Founder of Completely Bare
"At completely bare, we believe in the power of online. We know our customers go to our website to read up on various treatment options, peruse our product line, and find a clinic near their home. We also know that a well-designed, well-executed online presence can generate valuable leads. That's why, once we decided to open new spas, we also committed to expanding our online presence. Just like our new clinics, our new site needed to focus on laser hair removal. It needed to provide all necessary information, and invite browsers to visit one of our spas. Since the site was to be key to the success of our new venture, we were looking for an experienced interactive agency to help us get it right. The COO of My Home recommended ECommerce Partners. He had recently worked with them and was happy with the results. It turned out to be a great recommendation! ECommerce Partners created www.LaserHairRemovalNYC.com for us. Traffic and conversions are high and continue to rise. And we give ECommerce Partners two thumbs up!" Cindy Barshop, Founder of completely bare
Story:
While completely bare had a main site in place, it did not lend itself to specifically promoting laser hair reduction services. Rather, www.completelybare.com served corporate branding and ecommerce purposes marketing an entire gamut of treatments and products and offering little information about the topic at hand. The experts at completely bare knew they had to provide ample explanation on laser hair reduction to attract customers to this revolutionary treatment. They also understood that they had to move quickly to gain traction with search engines. They decided to develop a dedicated site for laser hair removal and called on ECommerce Partners for help with the new venture.
Solution:
ECommerce Partners defined two clear goals for the project: drive consumers who live in the NYC area and are interested in hair removal to the new site; and use targeted information and outstanding customer service to convert visitors into qualified leads. The goal was for online visitors to leave their contact data so that staff members could follow up with them, assess their specific needs, and schedule appointments for them. ECommerce Partners created a completely new website www.laserhairremovalnyc.com. Sharing a look and feel with completely bare's main page www.completelybare.com, the new site maintains brand continuity while focusing specifically on laser hair removal. For all other treatment topics and product requests, laserhairremovalnyc.com seamlessly links to completelybare.com giving visitors instant access to the main page.
To provide a thoroughly satisfying user experience, ECommerce Partners, applied its WRS (Website Requirement Specification) process, segmenting browsers according to their online behavior, and offering customized solutions for each segment. First, ECommerce Partners identified three types of interested online visitors: those who wonder whether the treatment is right for them; those who are concerned about costs, and those who are sold on the idea. For each of these groups, ECommerce Partners developed a targeted activation approach. Doubters are steered towards a survey entitled "Are you a Candidate?" Budget-conscious customers are directed to "Request a Quote." And the most committed browsers receive a "Complimentary Test Patch," and are invited to redeem it at the spa. This multifacetted strategy has a number of advantages: It rapidly engages and converst visitors, and it collects valuable customer data, which is used to further hone the company's targeted customer service. ECommerce Partners also dedicated major efforts to optimizing the site's search engine rankings and ramping up relevant traffing. To that end, the agency relied on its systematic SEO methodology, including SDC (SEO Development Component), SEO Discovery Phase, and Keyword Effectiveness Research. Finally ECommerce Partners implemented a specific landing page for each spa location. So as the number of spas increased so did the number of landing pages and the amount of traffic Google sent to the site.
Success:
The goal of the new site was to generate traffic and leads. It is doing that and so much more. Traffic and conversion rates are already high and continue to soar; referrals to www.completelybare.com are quickly multiplying; and marketing efforts for all spas are booming thanks to the constant collection of rich, targeted customer data. ECommerce Partners continues to work with completely bare, providing support and maintenance, hosting and Internet marketing services.
Services:
To date, ECommerce Partners has provided completely bare with the following services:
- Methodology
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- WRS (Website Requirements Specifications)
- SDC (SEO Development Component)
- SEO Discovery Phase
- Keyword Effectiveness Research
- Ongoing
