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
To make the lead generation campaign more engaging, we, together with the client, decided to create a skin quiz with a dual objective: to offer personalized beauty advice and to deeply understand the user’s preferences in order to tailor all future communications to their needs.
2. Engage
A personalized beauty routine for each user
Once the users’ issues and needs were identified, we created a personalized beauty routine based on the test results for each user type: four steps for targeted skincare, along with dedicated beauty tips and a coupon for the user.
A journey to discover Murad
The onboarding process begins for the acquired lead: a four-email journey aimed at bringing the user closer to the brand, effectively balancing storytelling and the commercial offer. Starting with the story and differentiating factors of Murad, it continues with elements of social proof to quickly build trust and ends by challenging the user to test the products.
3. Convert & Delight
Increase retention with Experience Automation
The journey doesn’t stop and continues with personalized communications that are always valuable for the user: advice, routines, or beauty hacks tailored to the skin type, along with re-engagement actions based on the user’s behavior and preferences.
Results
Peak of conversions
Four months after the launch of the lead generation campaigns, the results achieved have been particularly satisfying:
◼︎ +72% revenue from the email channel
◼︎ +86% traffic from newsletters
◼︎ +27% total sales
Community growth
The activation of Experience Automation journeys from the acquisition phase has enabled rapid and significant community growth, reducing advertising campaign costs and supporting sales.
◼︎ 0,55€ CPL
◼︎ +163% new contacts
◼︎ 39% of users profiled in the database
(Period: 15 July 2022 – 15 November 2022)
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