SkinFirst

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For this second blog post, I have decided to analyze Glossier.com. Glossier is a worldwide skincare product founded in 2014 by Emily Weiss. Similarly to SkinFirst, Glossier aims to offer natural products adapted for all skin types. Because we celebrate the same values at SkinFirst, it sounds relevant to analyze deeper how Glossier drives traffic to its website and how it converts visitors. For this analysis, we will focus on the American website of Glossier.

Direct Traffic:

Based on my research, 38.85% of Glossier's Website would be attributed to direct traffic. This type of traffic occurs essentially in 2 ways: first, visitors can either directly type the URL of the company's website into the address bar, and consequently arrive on the homepage of the website. In the Glossier case, visitors can have heard about the brand through social media posts (paid and unpaid), emails, blogs, and decide to visit the website by going immediately into this address bar. Secondly, they can also bookmark the website in their search engine to open it at any time for more recurrent visitors. It is also essential to mention that any traffic Google cannot associate with a specific session is counted as direct traffic. As a result, some referrals can be associated to direct traffic.

Paid Search:

​In terms of paid traffic, a report analyzing Glossier.com in July 2022 demonstrates that 39% of its website traffic was coming from users typing keywords into the search bar. As a test, I typed "skincare products near me" and Glossier appeared thanks to Google My Business.

Unpaid Search:

Approximately 80% of Glossier traffic generated by keywords is organic. This means Glossier positions itself on SERP 1. There are a large amount of common searches on the keywords "skincare products next to me", "healthy products" or "makeup brand" on which Glossier appears in the top 5 positions.

Paid referral:

In terms of paid referrals, Glossier spends on different tools to increase its online presence and reach a larger community. They have posted on social media, especially Instagram and Youtube. They also collect cookies from website visitors to maintain their presence when these visitors are on other websites via ad banners for example. Glossier also has an email marketing strategy to reach its customers and improve customer retention.

Unpaid referral:

Glossier has developed a unique unpaid referral strategy: Glossier's marketing is a digital-first word-of-mouth approach to skincare and beauty products. 70% of their online sales and traffic come from peer-to-peer referrals.

Conversion & revenue maximization:

When considering the conversion, the homepage of the website is clear, with an effective visual hierarchy of content. Users can easily navigate the website as the website mapping is clear. The homepage's major strength is the clear call-to-call action: users know what to do next because they don't have any distractions. In addition, the website is also mobile-friendly.
In terms of revenue maximization, I have noticed the presence of Glossier in position 1 of the SERP. Glossier can expect a higher purchase rate when users enter their website because they already know what to order. Glossier has also a loyalty program anyone can join for free: is it the first CTA (call to action) on the website homepage. As a result, visitors only can get an advantage by joining the program while Glossier grow its customer base and include them in its email marketing campaign. Glossier also makes its products easily available to customers because its stores are always near big malls or commercial streets. Also, thanks to its seasonal products promoted on the top of the homepage, Glossier encourages impulsive buying of products that are only temporarily available.

WELCOME TO SKINFIRST! :)

SkinFirst is a skincare brand located dowtown New York City. At SkinFirst, we offer a wide range of skincare products for all skin types. Also, you can perform a dermatologist test for free so we can find the products that best suit your skin type.

Our brand is marketed toward women, aged 16 and above with or without skin problems, looking to find skincare products specially adapted to their skin types.

Here at SkinFirst, we are mainly adressing 2 types of customer: the woman with skin problems and the woman without. So who are they? For us, the women with skin problem is a woman who does not have self-confidence, who does not necessarily have a balanced diet and who does not do enough physical activity. These women are often introverted and shy and do not dare to talk about their skin problems. On the contrary, women without skin problems are more outgoing and self-confident. They often have a balanced diet, they avoid fast foods and prefer cooked meals. They exercise daily and are not afraid to say what they feel!

For these different customers, SkinFirst makes a point of honor of creating natural skincare products in order for women to feel pretty, healthly and confident.

Welcome to SkinFirst! Don't forget to like or follow us so you can stay up to date on new skincare products. Thanks for visiting SkinFirst and we hope to see you soon!