EXAMPLE

MARKETING CAMPAIGN

ONOMIE'S STORY
Simplify beauty by maximizing the benefits of individual products

OBJECTIVE

Drive Onomie Sales

DISCOVERY

Data is approximate, via Alexa.com

COMPETITION	US RANK
elfcosmetics.com	4,232
tartecosmetics.com	6,818
bhcosmetics.com	8,384
smashbox.com	17,963
itcosmetics.com	20,758
milanicosmetics.com	31,690

View Demographics >>

INSIGHTS

Competition

Lacks ethnic diversity
Not reaching mothers

Onomie

US Rank: 297,125
Conversion rate: 4%
Higher bounce rate & fewer page views >>
Fewer products, more skews
More steps to conversion

General

Choosing cosmetic shades are a barrier to conversion

ROADMAP

REDUCE BOUNCE RATE & INCREASE CONVERSIONS
• Simplify navigation, product pages, choosing shades and purchase options

2-WAY EDUCATION
• Increase Sample Requests
• "Simply Beautiful" Story Campaign

REDUCE BOUNCE RATE & INCREASE CONVERSIONS

SIMPLIFY NAVIGATION

Reduce Bounce Rate & Increase Conversion Rate

PRE-HEADER
Increase trust & conversion
• Add: Free Shipping on Orders over $X
• Add: Money Back Guarantee (customer satisfaction) Link
• Add: Live Chat Link
• Add: Phone Number

MAIN NAV
Eliminate guessing
• Change to: PRODUCTS | BUNDLES | TRY FIRST | SUBSCRIPTIONS | LIFESTYLE
NOTE: SUBSCRIPTION triggers lightbox explains the deal

PRODUCT DROPDOWN
Gets customers to what they are interested in, fast
• Include only the 3 products, with thumbnail images

SIMPLIFY PRODUCT PAGES

Rough Mock Up
Push users to convert by simplifying visual traffic

Current Site

Page Tweaks
Mock-up

Product Detail Menu
NOTE: User photos are part of the "Simply Beautiful" campaign

2-WAY EDUCATION

INCREASE SAMPLE REQUESTS

• Cut down copy on "TRY FIRST" (sample) page
• Short stop motion explanation video, similar to visualcountry.com's style
• Video will live on TRY FIRST page & social media

Rough example of the visual feel:

"SIMPLY BEAUTIFUL" Story Campaign

Goal: Connect with women who value simplicity

#1

• Photo shoot with real "11 real women", using Concealing Elixir
• Images will live on product pages and social media (think Rent the Runway customer photos, for foundation) Photo Story

#2

• Newsletter & Invoice Message: Ask customers to submit photos using Onomie products = chance to be featured & free product"
• Winning images will live on social media and blog

#3

• Short stop motion video that captures how Onomie simplifies beauty

Products women use to achieve x result

Hands opening, closing, using products

Hand wipes away all products from view

Shot of the only product needed for x result

• Social Media: Women are incentivised to share stories of what they find "Simply Beautiful"
• Selected stories live on social media and blog