Page 7 - CB Report Flipbook

2020 Caire Beauty
07
Establishing a Digital Footprint
Website
Upon reviewing the Caire Beauty website, general feedback and updates include: Restructuring the homepage and making Caire’s products the forefront of the page. The current website requires that visitors scroll down the website’s landing page before seeing any photos of Caire products. Caire’s product offerings should be the first thing customers see when they visit the site.
Diversifying brand representatives. Consumers across various backgrounds should be assured that the line consists of skincare products that are relevant to them. Eliminating large blocks of text. General information on the homepage should stick to the 3-5 sentence rule.
Eliminating stock photos and utilizing professional photos for product and brand representative shots. Caire should begin building their own photo archive that can be used for all digital content.
Revising the website’s color palette. White or black should be the website’s primary background color as they provide the widest array of contrast with accent colors. Additionally black and white convey a sense of professionalism and trustworthiness to consumers.
Reordering the navigation tab in order of importance ( Home | Products | About | Caire Community
Elevating language in the “About Us” section.
Employing an element of storytelling throughout the website as a means of driving emotion.
Simplifying the product page. Pictures on this page should be centered and resized. Product descriptions should be shortened and organized based on relevance.
Adding separate tabs for ingredients, product description, and directions on each product’s individual landing page.
Visual infographics should be implemented in place of text for ingredients, product descriptions, and directions.
Using visual aids to explain the science behind the effectiveness of Caire products as a way of providing transparency to consumers.
Eliminating overuse of medical and scientific terms.
While these terms are important, the average consumers may not always understand them.