July 2017

Putting a website together is tough – we all know that. But what we also experience is how complex, time-consuming and costly it is to constantly update it and keep it fresh!

Yet the benefits of updating a website on a regular basis are incredibly worthwhile (when done the right way of course). Let’s take a look at how it can be done by exploring L'Oréal Professionnel USA’s awesome work over the past few months!

Why is updating a website important?

  • It’s great for your users
  • Beneficial for SEO purposes
  • Increases social media visibility
  • Proves that your business is active
  • Can help increase returning visitors

What were L'Oréal Professionnel’s goals?

The brand had two main goals in developing a consumer website, the first being to inspire consumers with hair coloring, hair care, and styling content and ideas. Given the trend-based nature of this type of content, it was important to the brand that the site be updated regularly. The second goal was to ensure that the website featured multiple touch points to drive consumers to their hair salons, using content and tools like a salon locator.

L’Oréal Professionnel is a global, professional hair care brand that pushes the boundaries of beauty with its advanced range of innovative hair care and styling products, making it the #1 hair care brand in the world. Tested and approved by world-renowned hairdressers during New York and Paris Fashion Weeks, L’Oréal Professionnel products deliver the most beautiful results, even in the most demanding conditions. As the inventors of hair color and the pioneers of Balayage, L’Oréal Professionnel inspires salon trends and helps hairdressers to recreate the most on-trend looks.

Taylor Hill

When Datawords started working with L'Oréal Professionnel USA in 2015, the team was in the midst of preparing the launch of their new website. They knew that one of the biggest challenges, in addition to launching the site, would be to keep it fresh and alive. That’s why they reached out to Datawords. They understood that in order for creative content to be updated regularly on their website, it would require a strict and industrialized process that would ultimately reduce cost, accelerate timelines and simplify workflows for L’Oréal’s team.

 

Not only has L'Oréal Professionnel USA been able to take their hands off some of the maintenance work itself, but the website has seen some very interesting and positive stats over time.

 

We took a look at April 2016, a month after the website was launched, and compared it to November 2016:

  • Traffic volume increased by 15%
  • Bounce rate decreased immensely from 58% to 19%, which is a signal of improved quality visits
  • Purchase Intention conversion rate increased by 48% (users redirecting to e-tailers)

 

As you can see, simply updating the website on a regular basis has affected many other areas. Specifically, SEO traffic has improved, social media engagement has increased, the quality of visits from users is higher, and most importantly, the hair community can see that L'Oréal Professionnel’s brand is very much alive in the US! Additionally, the L'Oréal Professionnel website is ranked #8 for its SEO IQ among all L’Oréal USA brands

Here are a few, final interesting stats:

  • # of updates requested and published live in 2017: 90
  • Average turnaround time per request: 3 hours

 

So you see? Updating your website regularly is worth it. You just have to find the right team and process to keep it simple, cost-effective, and give your brand the freedom to focus on strategy and content creation.

 

It has been a delight to work with Datawords over the past 2 years on our consumer website, and now our professional website. The team is extremely responsive and courteous, and the website updates we request are addressed quickly and efficiently. We value the partnership with Datawords and appreciate the work they have done to make our consumer website a best-in-class site among the global L'Oréal Professionnel websites.

 

Lauren Grunberg
Digital Director, L'Oréal Professionnel USA