Two key objectives drove the vision behind the redesign of Covergirl.com: to increase registration in the CRM program and to collect deeper levels of user data.
The site was repositioned as an online beauty advisor, with the intent to replicate the experience of going to a cosmetics counter as closely as possible. As part of a tiered registration strategy, users are asked for personal information and product usage in the context of site tools and utilities, rather than in a long registration form. The repositioning was so successful membership in the CRM program doubled within six months, and exceeded the brand’s stretch goals within one year. This is the default homepage for an unregistered user. The primary callout prompts the visitor to get a beauty consultation, which enrolls them into the CRM program and begins the process of site personalization. |
