Founded in 1978, Desert Essence is a trusted source for natural and organic personal care products. The company’s marketing team approached Medium to reinvent their online brand presentation — complete with an updated website design, improved user interface, and more robust platform — and expand the brand’s reach by integrating social media into their online marketing strategy.
We created a clean, user-friendly website to improve the online shopping experience while also establishing a visual connection to the brand positioning, packaging and print collateral. Using Drupal, we streamlined the information architecture and developed targeted landing pages to support highly trafficked keywords and top-selling products. We implemented customer reviews to promote trust and loyalty and integrated social media links to help build brand awareness. To enhance the shopping experience, product detail pages were redesigned to highlight key product benefits and now include tablature so customers can easily access customer reviews, usage instructions and ingredient information. The new platform can now easily accommodate promotions and discounts, help monitor inventory levels, and allows the internal marketing team to make simple product updates as needed.
Since assuming online marketing responsibilities in 2010, we have established a cohesive online presentation and consistent messaging that is aligned with Desert Essence’s larger marketing strategy. Building on the grassroots approach that has long been a part of the Desert Essence brand, we have doubled the natural brand’s email marketing program and cultivated their social channels into a loyal, engaged community by providing informative content, contests and real-time customer service. To further build the brand's online community, we also launched the Desert Essence blog, The Blooming Sage, as a resource for natural living and Earth-friendly tips and advice. We continually partner with the client’s PR team to ensure that all media placements are featured on the website and communicated to the social community.
Our combined online initiatives have provided a much improved user experience and have dynamically impacted sales and website traffic. The Average Order Value (AOV) has increased significantly, while improved usability and an optimized PPC campaign have also led to a considerable conversion rate increase.