A pioneer and leader in the natural beauty industry, Desert Essence is known for its nutrient-rich botanical ingredients. The company approached Medium to evolve their digital presence by creating an easy to use, easy to update website that better communicated the natural brand’s core values, simplified the shopping experience and visually aligned with established design guidelines.
The new, responsive website has significantly improved the brand’s digital presentation. Streamlined architecture and a simplified interface allows consumers to peruse products easily, while the addition of key product benefits at a quick glance also includes tabbed content where customers can easily access usage and ingredient information. To enhance the shopping experience and leverage the brand’s trusted reputation, we integrated BazaarVoice Conversations. The website also helps monitor product inventory levels, while the CMS provides the internal marketing team with the ability to update product information, as needed.
In addition to maintaining the eCommerce website, Medium oversees all digital marketing initiatives for the brand, and is responsible for developing and managing all email, affiliate, search and social marketing initiatives. The ability and ease with which the Drupal accommodates promotions and discounts has been instrumental in acquiring new customers, as well as in meeting annual sales goals. Our combined digital marketing initiatives have dynamically impacted sales with a measured increase in both Average Order Value (AOV) and traffic. Meanwhile, improved usability and an optimized PPC campaign have helped contribute to a considerable conversion rate increase.
Building on the grassroots approach that has long been a part of the Desert Essence brand, we’ve doubled the brand’s email marketing program and have cultivated their social channels into a loyal, engaged community. We continually partner with the Desert Essence PR team to develop initiatives with editorial and brand partners that help support growth and engagement goals.