eSalon is a beauty e-commerce brand headquartered in El Segundo, California, providing hair coloring products that give customers a salon-style experience from the comfort of their home. Whereas over-the-counter hair coloring products limit a customer’s options, eSalon products are custom-created by a personal colorist, giving customers a personalized hair care experience. To date, eSalon has shipped over 9.6 million orders to clients across North America, the UK, the EU, Australia, and New Zealand. In October 2019, eSalon received the Allure Best of Beauty award for ”Best Home Hair Color” for the fifth time.
In the last two years, eSalon has expanded its brand with a series of new initiatives and an office in London, and now ships its products to multiple countries worldwide. They’ve also launched two new brands in the last year: men’s grooming brand Colorsmith and personal hair care company AURA, which targets a younger customer base. As the company is expanding, so is their need for highly effective page experiences.
The situation and business challenges
Since the company’s founding in 2010, the eSalon team has invested heavily in performance marketing to attract new customers and market its products. Over the years, their advertising spend across platforms has increased significantly, especially on Google and Facebook. They now spend millions of dollars each year on digital ads.
Because of their significant investment in advertising, eSalon has taken steps to ensure that its ad campaigns and core site are in top shape. The company places its focus on precise ad buying and ongoing site optimization. They have continually A/B tested elements of their site since launching it. As a result, eSalon has a wealth of insights. But despite having all that rigor and insight, focus on the ad-to-post-click landing page experience was lacking.
VP of Growth Andrew Grant wanted to bridge this gap and achieve higher conversion rates through ad-to-page personalization. In the past, eSalon handled their landing page efforts in-house, relying on their tech company bona fides to expand their marketing. However, eSalon lacked the in-house tools, resources, and expertise to scale landing page experiences by themselves.
Postclick clicks with eSalon’s internal processes
eSalon started its conversation with Postclick during a hectic time, amid launching new brands while gearing up for Q1, which is its busiest season. As a result, eSalon needed to know that it could partner with and trust Postclick with the entire experience creation process.
As a data-driven company, eSalon wanted to ensure that the Postclick landing page experiences could drive measurable improvements. Postclick suggested a three-month turnaround period during which Postclick would create personalized post-click experiences for eSalon based on their customer profiles and show quantifiable results.
At the outset, Grant felt unsure about Postclick’s ability to integrate into eSalon’s processes and technology, which the company had primarily developed in-house over several years. For example, could Postclick build reporting and analytics between eSalon’s framework and the new landing pages? The answer was a resounding yes. eSalon also liked the fact that, unlike other niche solution providers and agencies, Postclick uses a consultative approach to building contextual micro-stories for each landing page, resulting in a noticeably better user experience. After evaluating and testing the new Postclick page experiences against internal landing pages, eSalon decided to allocate a bulk of its ad spend to Postclick pages to capitalize on the success.
“Working with Postclick has been really good. I’d say the responsiveness has been good. Overall I feel that our teamwork is working well to get us to this point.”‒ Andrew Grant, VP Growth Marketing, eSalon
Postclick improves conversion rates across ad platforms
After working with Postclick, eSalon began to see improvements in their ad success. The company’s conversion rate ranking on Facebook rose from 5% above average to 60% above average. What’s more, their Google Ads ranking also grew, from <1% above average landing page experience to 22% above average. This increase came with a correlating 60% drop in bounce rates for Google Ads.
eSalon also enjoyed a noticeable improvement in return on ad spend. After implementing personalized post-click experiences, eSalon saw a 13% increase in overall conversion rates, a 52% increase on top-of-page rate, and a marked 1.25-point increase in Google Ads Quality Score. While in one of the VWO landing page split tests, tied to a Google non-brand search campaign, they noticed that the Postclick variant drove a 55% increase in conversion rate (5.03% vs. 7.79%). In other words, Postclick helped eSalon earn more from their digital ad campaigns while lowering the costs of those campaigns. Throughout the process, Postclick was there to communicate and collaborate with eSalon so that they retained complete control of the final product without needing to micromanage the design themselves.
“Postclick has exceeded my expectations. We’re growing fast internationally, and Postclick allowed us to go more places, faster.”‒ Graham Jones, CEO, eSalon
By letting Postclick manage the task of creating and scaling post-click landing page experiences for their ad campaigns, eSalon could direct resources and attention to bold projects and initiatives that could shape the company’s future. These experiences helped eSalon boost their ROAS, lower costs, and successfully launch two new brands.
“I feel like we’re in a good spot with Postclick. Having that partner there and being able to prioritize and focus as we need, while everyone internally is focused on the big fires that we need to put out as we launch new brands, has been nice to have. If we didn’t have [Postclick] and those fires came up, we wouldn’t be able to prioritize post-click experiences. I know we’ve been able to launch more experiences for the new brand launch than we would have if we were only working internally”.‒ Andrew Grant, VP Growth Marketing, eSalon