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

The challenge

Turbie Twist has been around since the nineties. With a name so well-known, a lot of customers associated it with the first product ever released (the cotton hair towel), not realizing how many new products and variations of the original product are now available. Because of this, many customers were purchasing the new microfiber towel and expecting cotton, while other customers were purchasing cotton and expecting microfiber.

Even if customers did understand the different options, it was difficult for them to choose which Turbie Twist towel to purchase because the product materials, features, and qualities weren’t shared clearly on the website.

Jimmy Zona, the head of digital marketing and ecommerce at Turbie Twist, quickly realized that the site needed to do a better job of educating customers about the different products and their unique qualities.

Our approach

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. We focused on three improvements:

First, we created a hierarchy of information, making sure the most important product info is presented first. Next, we broke down the information into snippets to make it digestible. Finally, we created a product comparison chart to clearly educate customers between the cotton towel and microfiber towel.

This last part 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.

Highlights

Before diving into any new project, the Fuel Made team surveys each client about their pain points, inspirations, and goals for redesigning their website.

From there, our strategist marries the information from the client on their project goals (from the survey) with quantitative information on how users interact with the existing site (website data and heatmaps, for example) to create a high-level roadmap for where the biggest opportunities for optimization are.

During this process, it was clear that Turbie Twist’s website needed to educate customers about the different product offerings and benefits of each. Since making these improvements, Turbie Twist’s revenue per session is up 87%. Also, the website’s bounce rate is down 35%—most likely due to customers not getting frustrated in the browsing stage because they can understand the features and benefits of each product.