How Digital Drove Stunning Results for ZO
Founded by renowned skin care expert, Dr. Zein Obagi, ZO Skin Health provides physicians and patients with the world’s most innovative and effective skin health solutions. Since its creation in 2007, this impressive company has attracted millions of passionate customers and skin health professionals across the globe.
While ZO’s popularity and reputation have always been exceptional, their digital strategy didn’t fully communicate ZO’s brand position and benefits. So, ZO turned to Rhythm for strategic digital guidance.
Rhythm began by performing an overall website and marketing audit to identify opportunities from a marketing performance, design and technology perspective. Rhythm’s strategy team then developed personas and a digital marketing roadmap that aligned with ZO’s business objectives.
Our first order of business was migrating ZO’s e-commerce website to a hosting environment that better supported their existing content management system. This move not only improved stability and security, it also helped increase the site’s overall performance. Rhythm then restructured the website from an SEO perspective, including the implementation of high-performing keywords, title tags and meta descriptions to boost site rankings.
With the website optimized for success, Rhythm incorporated ongoing paid search and social ad campaigns to support ZO’s email marketing strategy. This integrated approach has yielded some phenomenal results for ZO Skin Health.
Just how phenomenal?
ZO Skin Health’s year-over-year online sales are up 150% with the average value of each sale up more than 12%. Ongoing page content refinement has driven organic traffic by 72% resulting in a 748% increase in online transactions.
Over Black Friday and Cyber Monday, Rhythm helped ZO blow Q4 sales goals out of the water. With an omnichannel approach, using targeted emails as well as paid Facebook and Instagram social campaigns, ZO Skin Health reached 200,000 new consumers. Rhythm created ad sets based on interests, custom audiences and look-alike audiences in addition to remarketing to ZO’s customer lists to achieve a 241% ROI.