Case Study: Elevating the Wash House Experience at Pearl Hair Salon through UX Metrics & Google Analytics
Published on Tuesday, May 22, 2018
Last updated Wednesday, October 25, 2023
4 min read
Introduction & Client Overview
Located in the heart of Monett, Missouri, Pearl Hair Salon is a Paul Mitchell Focus Salon known for its commitment to quality and customer satisfaction. With an array of services ranging from hair styling and coloring to salon and tanning services, they have carved out a niche for themselves in the local market. They attribute their success to a relentless focus on employee training and the use of premium products.
Problem Statement
Despite their offline success and reputation, Pearl Hair Salon found it challenging to translate that same level of excellence to their online platform. They struggled with low online bookings, less-than-ideal page dwell time, and missed opportunities to sell their products online. The salon recognized the need to optimize their digital touchpoints to better align with their brand promise.
Objectives
The project aimed to achieve the following:
- Gain insights into the online behavior patterns of salon customers.
- Identify bottlenecks and areas for UX improvement on the salon's website.
- Strategically increase online appointment bookings and product sales.
Methodology
To tackle the objectives at hand, a robust and multi-faceted methodology was developed, employing both qualitative and quantitative research techniques. The entire process was divided into several phases:
Initial Assessment
Before diving into data collection, an initial assessment was conducted to understand the existing digital ecosystem of the salon. This involved reviewing the website’s design, functionality, and existing analytics setup.
Selection of UX Metrics
Key UX metrics were identified based on their relevance to the salon's business goals. These included:
- Click-Through Rate (CTR): To measure the effectiveness of call-to-action elements.
- Bounce Rate: To identify pages where users left without interacting, indicating possible areas for improvement.
- User Flows: To understand the paths users took through the website, highlighting any bottlenecks or friction points.
| Goals | Signals | Metrics | |
|---|---|---|---|
| Happiness | Client satisfaction & rejuvenation | Satisfaction rating | Avg. ratings on FB, Google, Yelp |
| Engagement | Share “Wash House Experience” | Online shares of experience | Posts sharing experience or tagging salon |
| Adoption | Online bookings & microblading discovery | New online bookings & microblading views | New appts, device conversions, ‘Book Online’ CTA |
| Retention | Continued online booking & touch-ups | Returning clients & touch-up bookings | Repeat bookings & touch-up session rates |
| Task Success | Successful online booking | Bookings maintained as scheduled | Bounce rate & maintained bookings |
Google Analytics Integration
Google Analytics was implemented to track a variety of metrics such as:
- Page Views: To understand which parts of the website were most engaging.
- User Demographics: To gain insights into the types of customers visiting the website.
- Conversion Funnels: To track how users moved from awareness to conversion, specifically for online booking and product sales.
Custom Dashboards
Custom dashboards were created in Google Analytics to allow for real-time monitoring of all key performance indicators (KPIs). This enabled the salon’s management to make timely, data-driven decisions.
User Testing
To validate the effectiveness of the proposed UX changes, a small group of existing customers was invited to test the redesigned interface. Feedback was collected, analyzed, and incorporated into the final design.
Iterative Improvements
Post-launch, the metrics were continually monitored, and iterative improvements were made based on the data. This allowed for ongoing optimization of the user experience and ensured that the changes led to sustainable growth.
Results
The project yielded impressive results:
- A 25% increase in online appointment bookings was observed within the first two months of implementing the changes.
- The average time users spent on the website rose by 15%, indicating higher levels of engagement.
- A 10% rise in the sales of salon-specific beauty products through the website was recorded.
These improvements were not just numbers; they transformed how the salon conducted its business, empowering them to make data-driven decisions.
Conclusion & Takeaways
The case study illustrated the transformative power of merging UX design with data analytics. By focusing on user-centered design principles and data-driven strategies, Pearl Hair Salon significantly enhanced its online customer experience, leading to measurable gains in engagement and revenue. This project serves as a blueprint for how small to medium-sized businesses can leverage digital tools to amplify their success.