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Clark’s Botanicals
CLARK’S BOTANICALS
Radical Botanicals
OVERVIEW
Translating the brand's personality into an engaging shopping experience.
Clark’s Botanicals is a New York-based skin care company whose personality is as energetic and avante garde as their products. Led by their unforgettable founder, Francesco Clark, Clark’s Botanicals went through a rebrand and product line refresh which coined the term “Radical Botanicals.” Our job was to effectively translate this brand message, revitalize the visual identity and expose their compelling product stories in an online consumer experience as easy to use as the product and vibrant as the skin it transforms.
OUR ROLE
- Qualitative/Quantitative Research Process
- Digital Strategy
- Website UX & Design
- Shopify Plus Development
- Stylized Product Photography
THE OUTCOME
Accountable to our results
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Our Approach
Getting involved and participating early on with the brand identity process was the first of many key steps in our process. Often times, when other agencies are involved with a brand, the dynamic can be difficult to navigate. An open and transparent process to work collectively as a unit for Clark’s benefit allowed us to dive deep into the brand and product identity while it was evolving. In parallel, we coupled consumer research with data analysis to conduct several qualitative stakeholder interviews to define the optimal customer pathways and fluidly inject the personality Clark’s wanted into the website along with the mobile-first customer experience it needed.
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Strategic Learnings
While there many key insights derived from diving into the data and long-term vision of the brand that were employed, three key elements bubbled to the top as most important to the success of this project.
If the pure nature of being a botanical product was not enough for the chemical-conscious consumer, the science behind many of the product formulas are literally derived during a natural phenomenon and this unique extraction process needed to be explorative throughout the website in visual and educational formats.
Secondly, the story of Francesco’s pursuit to discover the best ingredients over many years out of need for his own personal health and well being couldn’t be told enough. However, it needed to be told through the voice and radiant skin of the consumer.
Lastly and most importantly, over 85% of their audience is mobile and an interactive mobile experience tailoring content engagement and product efficacy features throughout must flow through their fingertips.
02
Mobile First
For a brand with such an active target market, Digital Operative knew that the design and layout of the Clark’s site had to be responsive to ensure functionality across a wide variety of screens and devices. Shopify Plus was also the perfect ecommerce platform for this up and coming beauty brand as it’s built to serve mobile consumers that expect seamless shopping experiences and a simple checkout process.
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Product Photography
Clark’s Botanicals was looking for product images for their full line. We photographed the products in the studio with a clear sheet of vellum to provide a perfect reflection. Considering that these products are not only round, but incredibly reflective, we were forced to build a seamless curtain that encompassed almost 300º behind the camera to reduce the reflections on the product. We then composited the numerous shots and provided clean beautiful product shots in multiple configurations to be utilized across their website and marketing materials.
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Stylized Product Photography
When designing the PDP, we decided that it was a perfect opportunity to give Clark’s a unique photography style for their PDPs that was completely owned and only used by them. We selected a paint color that complemented the brand colors and built a stage to shoot on. It was important to capture, not only the outside of the package, but the texture of the contents. All images were shot and edited inside Digital Operative’s content studio.
Digital Operative is a great agency to work with. We’ve worked on a couple of projects together and I am always amazed by the results of their work. They always have great understanding of where the brand currently is and where it should be in the future and they put in the work to ensure that this happens.
Javier Sanchez-Mariscal
(CONSULTING) VP OF DIGITAL MARKETING AND E-COMMERCE
T3 Micro
T3 MICRO
The Beauty
of Optimization
THE CHALLENGE
Optimizing T3 Micro
Santa Monica-based luxury haircare brand T3 Micro partnered with Digital Operative to help execute an aggressive growth strategy. Our challenge was to create and execute a long term CRO program that would continuously increase revenue per unique visitor during an extended period of significant audience growth. This was especially complex due to the challenge of combining optimization and audience acquisition tactics.
OUR ROLE
- Conversion Rate Optimization
- Magento Development Support
THE OUTCOME
Accountable to our results
Digital Operative created a strategic roadmap and executed a multi-channel program over twenty four months, that featured conversion rate optimization (CRO) powered by VWO Experience Optimization Platform helping T3 Micro to drive an additional $2M in sales revenue.
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T3 Micro 2 Year Period
RESULTS
The success of T3’s CRO strategy was all about the incremental improvements from content based pages to products, and product views to purchase pathways. Over the course of twenty four months, we used VWO for research and to test solutions and iterations to match motivation, reduce barriers to purchase, identify value that resonates, and fine tune audience pathways through segmentation and personalization. Here are some examples of significant website improvements that lead to the overall impact on revenue:
01
Mobile First
With over 70% mobile traffic and key consumer motivations identified, we devised and implemented a conversion rate optimization (CRO) and User Experience Design strategy focused on mobile first testing and implementation throughout the shopping experience. We were able to improve areas of the site that were negatively impacting the customer experience and conversions leading to a 160% increase in Mobile conversion rate.
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Improved Product Research & Selection
Product pages were a primary source of fallout. Using VWOs powerful multivariate feature, we tested to uncover the most effective combination of value placement and friction reduction which resulted in an increased ATC rate by 80% from product pages. Incremental conversion rate increases through structured troubleshooting, testing, and optimizing to improve motivational consistency throughout the customer journey. This included navigation, landing pages, categories, and product detail pages. These efforts realized a 30% increase in ‘quality’ product views, decreasing the average number of products viewed to purchase.
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Improved Motivational Touchpoints
We worked with the T3 team to design and develop landing pages for new product launches. Once live, we utilized an AI multivariate testing strategy to dial in CTA placement, process indicators, functional aspects and content hierarchy. This strategy resulted in >1000% increased engagement and a 23% increase in conversions originating from the landing page.
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Reduced Barriers to Purchase
Significantly increased conversions by testing and adding more payment gateways at checkout to give customers more options like paypal, apple pay, and amazon pay. These options quickly exceeded 40% of all accounted transactions by increasing simplicity and decreasing anxiety to purchase.
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Increased Site Speed
The T3 experience included many content pieces including videos, gifs and images. Unfortunately, too much content can create significantly large load times. By removing large loading items, we reduced site speed by 15%. Removed items were safely validated as unnecessary to the customer experience through virtual testing.
Working with DO is a dream. They tested and implemented a CRO strategy that helped drive $2M in sales. Their continued support and insights make them a strategic partner that we can see ourselves growing with for years.