ProblemDrybar needed a high-performing landing page that could scale across all locations, pass franchise approvals, and deliver a cohesive branded experience. It had to be optimized for lead generation while also providing users with the local details and service information they were actively searching for—all without sacrificing creative, media, or dev alignment.
ApproachWe used heat maps to uncover how users were actually navigating the page, then restructured the content flow around conversion best practices. I collaborated across teams to blend UX design with strategic messaging, testing multiple hero sections and CTAs.
ResultThe redesigned page outperformed the original, with top-tested variants driving a 3% lift in conversion. We also A/B tested two lead capture approaches at launch—the winning version delivered an additional 3% lift and significantly improved cost per lead. Overall, the new experience proved that thoughtful, user-centered adjustments could drive measurable results while scaling seamlessly across markets.
Full-Funnel Social Media Ads I also led the creation of social media ads for both national and local campaigns, ensuring consistency with the revamped landing page while tailoring creative to specific audience.
These efforts not only outperformed previous paid social benchmarks but also introduced a new strategic lens for the brand positioning Drybar as an experience, not just a salon. This shift laid the foundation for campaign slogans like “Mind Blown” and “Yes, your hair can do that.”