Turbie Twist saw an 87% increase in conversions by adding clear product education and content hierarchies

As this iconic brand expanded its product line with new innovations, we revamped the website to better communicate these options.

  • +54% average monthly revenue
  • +87% conversion rate
  • +87% revenue per session
  • +61% Shopify site speed score
Mother with a pink towel wrapped on her head kisses her baby, who is also wrapped in a mint green Turbie Twist towel.
Client Turbie Twist
Industry Accessories
Website www.turbietwist.com

Fuel Made's Role

  • Ecommerce Strategy
  • User Experience Design
  • Conversion Rate Optimization
  • Custom Shopify Development
Product page for the Turbie Twist® Cotton Hair Towel showing a model wearing a white towel on her head, color options, price, and additional lifestyle images of women wearing various colored towels.
Product page screenshot featuring a woman wearing a white Turbie Twist Cotton Hair Towel, with additional product images, price, and reviews displayed below.

The challenge

Confusion between product materials

Customers didn't realize how many new products and variations are now available. Because of this, many customers were purchasing the new microfiber towel and expecting cotton, while others were purchasing cotton and expecting microfiber.

Lack of product education

When educating customers, it’s important to do it in a quick and concise way. The old Turbie Twist website had long paragraphs of text to describe the products without a clear hierarchy or headings for customers to skim it.

Need for a more intuitive user experience

Without structured information or comparison tools, customers struggled to make confident purchase decisions, hurting overall conversion rates.

Comparison page of Turbie Twist hair towel types: Left side lists Microfiber Hair Towel and The Original Cotton Hair Towel features under the heading
It's really all about those little details that create a good experience for the customer. And we've seen our conversion rate skyrocket since implementing that.
Jimmy Zona Director of Digital Marketing and Ecommerce

Our approach

Clear content hierarchies

We restructured PDPs to include a hierarchy of information, making sure the most important info is presented first. This made it easier to understand product details at a glance.

Simplified product education

We broke down the information into snippets to make it digestible, helping customers quickly learn the key benefits of each towel type.

Product comparison chart

We created a custom comparison chart, which was key for reducing the number of people who accidentally purchased the wrong material. Under each product, it describes what the material feels like, the type of hair it’s best for, and the benefits of the material.

Results

  • +54% Average monthly revenue
  • +87% Conversion rate
  • +87% Revenue per session
  • +61% Shopify site speed score
Screenshot of the Turbie Twist website's Shop Best Sellers section displaying products like Cotton Hair Towel and Microfiber Hair Towels, with a banner below showing a woman wearing a pink Turbie Twist towel and the text 'Break Up With Your Bath Towel'.
Woman relaxing in a hammock chair wearing a pink Turbie Twist towel on her head and a pastel dress, holding a drink, with a woven wall hanging in the background.
Image of a white cat standing on top of a cat bed. The cat bed is on a hardwood floor. The background is white.

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