Kasho is a manufacturer of high-end salon shears and razors. Because of their extreme high quality — and price point — they had previously only sold their products in physical locations, such as trade shows and in retail stores through third-party distributors. People just had to physically feel the quality before being enticed to buy.
So our challenge was to bring an expensive product that relies on hand-feel to the web.
We began with some initial keyword research to see how much potential they had to be found in internet searches. It turns out, there was already a decent amount of search volume for their brand name, and they were already ranking at #1 for it. Unfortunately, their website was informational only, and not set up for conversions.
There was also quite a bit more search volume for more general terms related to professional shears that we knew they could capitalize on. But we knew we could reach a much larger group of stylists who weren’t actively looking for shears online — we could reach them through targeted Facebook ads.
During discovery, we identified Kasho’s top 2 customer segments. With our newfound understanding of why they buy Kasho shears, and what it takes to convince them, we knew we had to somehow replace the experience of physically holding the shears. We knew a well-made video showcasing stylists picking up and using the shears for the first time would be the next best thing to actually using them themselves.
In addition to the using the video throughout the website, we created highly targeted Facebook video ads, which each lead to a landing page for one of their identified target customer segments.
Given the high price-point, we knew we would get a higher conversion rate if we were to allow their customers to break the price into lower monthly payments. After looking into all available options, we recommended simply allowing PayPal Credit as a payment method. Using this, all risk is taken on by PayPal, and our client would never run into non-payment issues.
And this being an ecommerce website, we strategized the most efficient checkout process possible, ensuring a streamlined checkout, resulting in significantly fewer abandoned cart issues.
So by knowing where we could find their target customers, and how they needed to be persuaded to buy, we were able to successfully allow Kasho to sell their premium products through their website, to a much larger audience, all without having to go through their network of distributors — enabling them to keep a much larger percentage of their overall sales.