Colavosalon | Website Revamp

A Responsive, User-Driven Website to Boost Growth

With the new feature release, I revised the product messaging and enhanced the user-centered presentation of service features. I also migrated the website to WordPress, implementing responsive design and setting up analytics to track user behavior and optimize the conversion funnel.

Timeline

Apr - Jun, 2023

Role

Product Marketer

Responsibilities

Website Strategy & Planning

Website Design & Development

Content Reframing & Optimization

Tools

Wordpress

Wix

Figma

Google Analytics

What is Colavosalon?

Colavosalon is a digital platform designed to streamline operations for beauty and wellness businesses, with a focus on independent salon owners. The platform offers features like automated appointment scheduling, client management, and marketing tools, helping salon professionals save time and grow their businesses.

Background

The new feature release provided an opportunity to revise the main messaging. Additionally, we identified several areas for improvement on the existing website:

1. Shifting from a feature-centric to a user-centric presentation

2. Setting up a sales funnel

3. Implementing responsive design

4. Upgrading from Google Analytics 3 to 4

1. Shifting from a feature-centric to a user-centric presentation

2. Setting up a sales funnel

3. Implementing responsive design

4. Upgrading from Google Analytics 3 to 4

To address these opportunities, we decided to revamp the website using WordPress for a better user experience.

Solution

1. User-centric Message Enhancement

Updated Service Messaging

I revised the overall messaging to align with user needs, highlighting multi-channel booking capabilities and providing a clearer value proposition to potential users.

Restructured Key Features

I reorganized the main features to emphasize the pain points addressed by the product, focusing on how the platform solves user challenges effectively rather than explaining how to use use each feature.

2. Sales Funnel Implementation

Revamped Pricing Page

Given the high traffic on the pricing page, I restructured the content to highlight the value of paid plans compared to the free plan, clearly communicate the benefits of upgrading.

Strategic Call-to-Action Placement

I strategically placed app download and free trial buttons throughout the site, allowing users to easily access the app whenever they were persuaded by the content.

3. Technical Improvements

Responsive Design Implementation

I applied a responsive design to enhance the user experience across all devices, ensuring the website is accessible and user-friendly on both desktop and mobile.

Technical SEO Enhancement

I improved the site’s technical SEO by implementing proper H-tags, increasing search engine visibility and ensuring better accessibility for users.

Analytics Upgrade

I upgraded the site's analytics setup from Google Analytics 3

to 4 for improved data tracking

and insights.

I upgraded the site's analytics setup from Google Analytics 3

to 4 for improved data tracking

and insights.

Results

This revamp streamlined the user journey from search engines and ad traffic to the website, making it smoother and more intuitive. Additionally, it enabled us to effectively track users converting to app downloads.

Insight

Effectiveness of User-Centric Messaging

Through user feedback analysis, I learned that marketing messages for addressing specific user pain points were far more persuasive and resonated better with the audience.

Impact of Strategic Sales Funnel

I discovered that implementing a well-designed sales funnel significantly boosted app downloads, especially among outbound users, by effectively guiding them through the conversion process.