Through brand creation, content production, 360 funnel development, site and app design and development, analytical optimization we brought this premium hair extension company to 7 figures in sales, 25k captured leads, 24k followers, and a 39% retention rate of $6k LTV.
Creative Direction
At TURNKEE, we specialize in building brands that not only stick out but stick with the customer. In a market where all the competitors are using bright colors, sparkling logos, and flashy content, we decided to zig where they zagged by creating a modern yet timeless feel using a minimalistic approach.
We spent weeks in the initial discovery phase to extensively research into not just the site or company, but the entire industry to truly understand the white space Loxi needed to own. What we found was that, most companies are deceiving about the quality of their product as being “real” when it’s actually synthetic (which makes a huge difference so we've learned), taking advantage of the lack of regulations in the industry. As a result, majority of customers are dissatisfied with their purchase and reluctant to trust online hair companies.
This was important to understand when creating the brand as we determined that, in order to have repeat customers (and higher lifetime value), we needed to earn the trust by being transparent with the brand, messaging and creative content. The approach we took with Loxi was that they needed to be the one and only brand to educate the market with informative content and an easy-to-remember brand to cut through the clutter. We came up with the “Keep It 100” branding, encompassing “ 100% Virgin Hair”, “$100 Bundles”, and “100 Day Guarantee”.
Site Design & Development
Highlights:
Increased overall site purchase conversion rate by 342% over 22 months.
Reduced page load time by 3.26 seconds using speed optimization techniques throughout site.
Site Optimization Example: By adding Instagram story product quick buttons the landing page click through rate to product collection pages went from 31% to 44%.
Using an analytics-first approach when designing and developing sites, we constantly A/B tested almost every aspect of the site to make sure we were optimized for the best rate of conversion at every turn. One example that increased product page visit rates from the landing page was to develop an Instagram Story-like option menu for different product types at the top of the site on mobile. Since most customers were used to the user experience, it increased click-through rates to the product page on our site. Other examples of optimization include bringing estimated delivery dates to the product page, “free shipping” messaging, providing a direct “call customer service” button in the header, and much more.
Conversion Strategy & Implementation
Highlights:
For every $1 spent on paid ads to users who abandoned their cart there was a return of $4.94 in revenue over 455k impressions.
Email from captured leads made up 23% of total sales.
Overall customer retention rate of 39%.
Developed 360 funnels leveraging paid and organic social, influencers, direct messengers, social lives, emails, push notifications, direct calls, direct mail, and more to bring users from prospects to repeat customers with a lifetime value of $6k. Through these efforts we drove digital ad campaigns to bring in up to 36x ROAS through an overall engagement rate of 31%.
Social Growth
By listening and understanding our core audience we were able to create a community of loyal brand advocates through ongoing content creation, giveaways, weekly social live shows, messenger drip funnels, and more. This community was not only highly engaging but very vocal in sharing with their friends and family.
App Design & Development
Anyone who buys hair extensions requires a hair stylist to install them. Experienced hair stylists have a trained eye for the type of hair that would best suit their clients, based on their face shape, climate, maintenance tolerance. With these these two elements in. mind, we saw an opportunity to develop a Loxi affiliate mobile app that would allow hair stylists to virtually handpick Loxi hair for their clients while making a commission. We did this by developing a brand new technology for the app that photographed and indexed every item of hair, given that every item is unique since it’s human hair, so that they could pick the exact items from our inventory that would meet their clients’ needs.
Content Creation
