Murad
eCommerce ■ UX ■ Experience Management
Index
A new digital look for Murad Italy
Murad, the first modern Doctor Brand, reaffirms its online presence by landing on Shopify with a revamped digital identity and immersive experience proposition.
Redesigning digital brand identity
The project was initiated with a one-day workshop at the client’s headquarters in Bologna, during which we investigated the current scenario and business expectations. The meeting highlighted the great potential of Murad, a premium product of the highest quality, much loved by customers who buy it in pharmacies or try it in beauty centers, whose strong identity that sets it apart, however, was failing to be reflected and enhanced in the current digital touchpoint.
Following the meeting with the client, we continued the research phase to delve into the digital as-is scenario, through usability tests by which we identified the main critical points and benchmark analysis of the target market, aimed at identifying best practices and identifying differentiating elements.
At the end of the research, we focused on the main areas of online focus that guided the subsequent redesign phase: the difficulty of transferring brand and product quality to the user in the absence of a figure of reference capable of promoting their value, the lack of classification by specific need, and weakly integrated brand storytelling in the navigation.
Murad's new eCommerce: an immersive experience between products and valuable content
Based on the findings, we revised the information architecture of the shop by designing easy navigation for multiple needs, from product type to skin requirement to specific ingredient.
Having defined the architecture together with the client, we initiated the redesign of the site, customizing the experience guided by the evidence that emerged and enhancing the brand narrative and products through:
◼︎ Rich and comprehensive content for a complete brand experience immersive in premium product features
◼︎ A variety of product sheet templates to provide the user with the right information at the right time
◼︎ A reasoned content strategy from an SEO perspective to deliver interesting content that can bring value to the brand
◼︎ An editorial design that provides fluidity of navigation between informational content and product search, while also giving visibility to the brand’s history and values
◼︎ A product search by specific need enhanced by efficient search
Shopify: ease of purchase and customization
We relied on Shopify for the site’s replatform to ensure a simple and intuitive shopping experience for all users on the one hand, and on the other hand to provide a customized brand experience through the use of the custom theme created by SpotView, stitched and adapted to the specificities of the brand and Murad customers.
Experience Automation for a user-friendly journey into the beauty world
Engaging new leads with personalized content to positively impact sales in Murad’s shop: this was the goal of our Experience Automation project, which in just four months generated results beyond expectations, including a +163% increase in the customer base enrolled in the newsletter and a +27% increase in revenue from newly activated email marketing streams.
Project
Experience Automation
Technology
Hubspot
Year
2022
Intrigue, engage, enthuse: 3 steps to win over the user
In the activity definition phase, we circumscribed together with the client the main weaknesses of the as-is and identified the objectives to be achieved for each stage of the funnel.
ATTRACT
Goal: optimize investment in adv
ENGAGE
Objective: to increase the database of profiled members and learn more about Murad’s target audience
DELIGHT & CONVERT
Goal: increase consideration, brand retention and purchase frequency
As part of a methodology that combines inbound and outbound marketing with actionable insights and targeted content strategy, we helped Murad understand and meet the needs of skincare lovers, accompanying them throughout the journey of getting to know and converting to the brand.
1. Attract
Activate engaging and interactive lead generation actions
Per rendere più ingaggiante la campagna di lead generation, si è scelto insieme al cliente di realizzare uno skin quiz dal duplice obiettivo: proporre consigli di bellezza personalizzati e conoscere a fondo le preferenze dell’utente così da poter cucire tutte le future comunicazioni su misura delle sue necessità.
2. Coinvolgere
A ogni utente la sua beauty routine
Una volta individuate le problematiche e le necessità degli utenti, abbiamo ideato una beauty routine personalizzata sui risultati del test per ogni tipologia di utente: quattro step per una cura della pelle mirata, uniti a consigli di bellezza dedicati e un coupon per l’utente.
Viaggio alla scoperta di Murad
Comincia per il lead acquisito l’onboarding process: un percorso di quattro email volto ad avvicinare l’utente al brand, che bilancia efficacemente storytelling e offerta commerciale. Partendo dalla storia e dai fattori differenzianti di Murad, prosegue con elementi di social proof per creare subito fiducia e si conclude sfidando l’utente al testing dei prodotti.
3. Convertire e deliziare
Aumentare la retention con l'Experience Automation
Il percorso non si ferma e prosegue con comunicazioni personalizzate e sempre di valore per l’utente: consigli, routine o beauty hacks su misura per il tipo di pelle e azioni di riattivazione sulla base del comportamento e delle preferenze dell’utente.
Risultati
Picco di conversioni
A quattro mesi dall’attivazione delle campagne di lead generation, i risultati ottenuti sono stati particolarmente soddisfacenti:
◼︎ +72% revenue dal canale email
◼︎ +86% traffico proveniente da newsletter
◼︎ +27% vendite totali
Crescita della community
L’attivazione di percorsi di Experience Automation fin dalla fase di acquisizione ha permesso una rapida e significativa crescita della community, riducendo i costi delle campagne adv e sostenendo le vendite.
◼︎ 0,55€ CPL
◼︎ +163% nuovi contatti
◼︎ 39% di utenti profilati nel database
(Periodo: 15 luglio 2022 – 15 novembre 2022)
Progetti
Esplora i prodotti digitali e i servizi che abbiamo progettato
