Project 2 - IIDE - Indian Institute of Digital Education

Project - IIDE

1. Ravel
- By -
Deshna, Nitya, Kirti, Brinda & Deanne
CAPSTONE PROJECT

2. A J E N D A
Brand’s Overview
Target Audience
Media Plan
KPIs
Competitor Analysis
Social Media Strategy
Campaign Planning
WhatsApp Marketing
Email Marketing
Conversion Rate Optimisation
SEO Audit & Strategy

3. About Ravel

4. What Ravel Is All About
PERSONALISED CARE
Crafted just for You
SCIENCE LED
Clean beauty experience
VISIBLE RESULTS
Trusted assurance
ORIGIN STORY
Purposeful innovation for
India

5. Product Ranges
HAIRCARE SKINCARE BODYCARE

6. Shark Tank Appearance
●Ayush Mahesh Verma pitched Ravel on Shark Tank
India S2.
●Brand offers personalized, toxin-free hair & skin
care via a quiz-based process.
●Showcased clean ingredients, strong results &
rapid growth.
●Secured a deal with Anupam Mittal – ₹75 lakhs for
10% equity.
●Gained funding, visibility & brand credibility across
India.

7. MISSION
VISION
Ravel’s mission is to empower
individuals with personalized
hair, skincare, and bodycare
solutions through a proprietary
quiz-driven process and
advanced data science,
delivering one of over 50
billion custom formulations
tailored to each person’s
unique needs, goals, and
lifestyle.
Ravel champions clean,
science-backed beauty by
creating fresh formulations
with premium, natural,
cruelty-free, and toxin-free
ingredients, continuously
innovating through research
and customer feedback to
deliver effective solutions that
benefit both people and the
planet.

8. USPs
Hyper
Personalisation
Clean & Premium
Ingredients
Customer Centric
Assurance
Digital &
Data-Driven
Operating Model
Science-Backed
&
Result-Oriented

9. Problem Statement
●Indian personal care market is crowded with generic products.
●Consumers face ineffective results, harmful chemicals, and low trust.
●True personalization is rare and inaccessible in India.
●Rising demand for clean, toxin-free, sustainable products.
●Clear gap for a science-driven, customer-centric solution.

10. O B J E C T I V E S
Deliver True Personalisation
Ensure Safety & Transparency
Showcase Proven Results
Scale Brand Awareness
Boost Customer Retention

11. CURRENT MARKET TRENDS MARKET DEMANDS & DYNAMICS
Personalisation Boom Diverse Consumer Needs
Clean Beauty Movement Ingredient Consciousness
D2C Growth Value for Money
Influencer & UGC Impact Trust Building
Tech Integration Rapid E-Commerce Expansion

12. Competitor Analysis

13. OVERVIEW:
Bare Anatomy is a leading Indian D2C beauty brand offering
personalized hair, skin, and body care products. Like Ravel, it
uses an online quiz to determine customer needs and creates
custom formulations.

RAVEL vs BARE ANATOMY:
Ravel competes head-on with Bare Anatomy in the modern,
science-driven personalization space. While Bare Anatomy
has a larger presence, Ravel differentiates with strong
guarantees (90-day money-back), a fresh-made approach,
and performance claims.
OVERVIEW:
Vedix is an Ayurveda-based personalized beauty brand
offering customized hair, skin, and wellness products. It
leverages Ayurvedic dosha analysis through an online quiz
to recommend tailored formulations.

RAVEL vs VEDIX:
Vedix appeals to tradition and heritage, whereas Ravel
focuses on cutting-edge data science and ingredient
transparency. This allows Ravel to target a younger, urban,
ingredient-conscious demographic that values both efficacy
and innovation.

14. Fully personalized (50B+ combos), clean &
cruelty-free, strong results, customer-first
policies, fresh-made quality.
Ravel - SWOT Analysis
New brand, limited offline presence, high
D2C acquisition costs.
Offline retail/salon expansion, leverage Shark
Tank fame, demand in tier 2 & 3 cities.
Competition from Bare Anatomy & Vedix,
price sensitivity, easy to replicate model.
Strengths Weaknesses
Opportunities Threats

15. First mover, strong urban trust, diverse
portfolio, strong influencer/content
marketing.
Bare Anatomy - SWOT Analysis
Higher pricing, less personalization
differentiation, limited results focus.
Affordable personalization, loyalty programs,
salon/subscription tie-ups.
New entrants with stronger claims, consumer
fatigue with personalization brands.
Strengths Weaknesses
Opportunities Threats

16. Ayurveda-based uniqueness, strong trust &
base, good online marketing, wellness
extensions.
Vedix - SWOT Analysis
Traditional image, slower results vs
science-driven, limited to Ayurveda.
Global Ayurveda demand, modern actives +
Ayurveda, offline/wellness centers.
Modern brands appealing to youth, risk of
being seen as only “traditional”.
Strengths Weaknesses
Opportunities Threats

17. Target Audience
&
Buyer Personas

18. TARGET AUDIENCE
Gender: Primarily Female (65%), Male (30%), Non-binary (5%)
Age Group: 22–40 years
Location: Tier 1 & Tier 2 Indian cities (Mumbai, Delhi, Bengaluru, Pune, Hyderabad,
Ahmedabad, Jaipur)
Income Level: ₹6–20 LPA (mid to upper-middle class)
Lifestyle: Urban, appearance-conscious, digitally active, willing to invest in self-care
Mindset: Curious about new beauty innovations, values clean
ingredients, prefers customization over generic products, seeks visible
results.

19. Shanaya Mehta - The Urban Professional
BIO:
Shanaya is a 28-year-old
corporate lawyer living in
Mumbai. She works long hours,
commutes daily, and often faces
hair fall and frizz due to pollution
and stress. She values
convenience, personalization, and
premium quality when it comes to
her haircare routine.
DEMOGRAPHICS:
PSYCHOGRAPHICS:
1. Values self-care and professional
grooming.
2. Believes in investing in products that
are tailored to her needs.
3. Conscious of ingredients — avoids
sulfates, parabens, and harmful
chemicals.
●Age: 28
●Gender: Female
●Location: Mumbai, India
●Income: ₹15–20 LPA
●Education: Postgraduate
●Relationship Status: Single GOALS:
1. Reduce hair fall and control frizz.
2. Maintain healthy, shiny hair despite a hectic lifestyle.
3. Use products that are safe and suited to her hair type.
PAIN POINTS:
1. Pollution and stress-related hair damage.
2. Generic products that don’t address her specific hair concerns.
3. Inconsistent results from mass-market brands.
VALUES:
Personalization, quality, clean beauty, and visible results.
MEDIA CONSUMPTION:
●Instagram, YouTube (for beauty tips), LinkedIn (for work networking).
●Reads beauty blogs and follows dermatologists on social media.
BEHAVIOR:
1. Researches brands online before buying
2. Shops from D2C websites and premium e-commerce platforms like
Nykaa.
3. Reads ingredient labels carefully.

20. Rohan Kapoor - The Fitness Enthusiast
BIO:
Rohan is a 32-year-old gym
trainer based in Bengaluru. He
works out daily, sweats a lot, and
washes his hair frequently. His
main concerns are dandruff and
scalp itchiness. He prefers
products that are gentle yet
effective for frequent use.
DEMOGRAPHICS:
PSYCHOGRAPHICS:
1. Health-conscious, values overall
wellness.
2. Seeks products aligned with his active
lifestyle
3. Prefers toxin-free and eco-friendly
products.
●Age: 32
●Gender: Male
●Location: Bengaluru, India
●Income: ₹8–10 LPA
●Education: Graduate
●Relationship Status: Married
GOALS:
1. Maintain a healthy scalp and prevent dandruff.
2. Find a shampoo suitable for daily washing.
3. Avoid harsh chemicals that strip hair of natural oils.
PAIN POINTS:
1. Dandruff flare-ups after workouts.
2. Hair dryness from frequent washing.
3. Lack of men-focused, personalized options.
VALUES:
Effectiveness, gentleness, sustainability.
MEDIA CONSUMPTION:
YouTube fitness channels, Instagram Reels, health podcasts.
BEHAVIOR:
1. Buys online and in health-focused stores.
2. Reads reviews and trusts dermatologist-recommended brands.
3. Avoids overly fragranced products.

21. Neha Sinha - The New Mom
BIO:
Neha is a 30-year-old marketing
executive in Delhi who recently
became a mother. Postpartum hair
fall is her biggest concern, and she
is looking for safe, chemical-free
solutions she can use while caring
for her baby.
DEMOGRAPHICS:
PSYCHOGRAPHICS:
1. Family-oriented and careful about
product safety.
2. Prefers clean, dermatologist-tested
products.
3. Concerned about long-term scalp
health.
●Age: 32
●Gender: Female
●Location: Delhi, India
●Income: ₹12–14 LPA
●Education: Graduate
●Relationship Status: Married
GOALS:
1. Control postpartum hair fall.
2. Use mild, safe products without harmful chemicals.
3. Restore volume and shine to her hair.
PAIN POINTS:
1. Severe hair fall after pregnancy.
2. Fear of chemical exposure affecting baby.
3. Time constraints for self-care.
VALUES:
Safety, natural ingredients, trust in brand claims.
MEDIA CONSUMPTION:
Facebook parenting groups, Instagram mom bloggers, YouTube product reviews.
BEHAVIOR:
1. Shops mostly online via trusted platforms.
2. Reads parenting forums for recommendations.
3. Looks for clinically proven results.

22. COMPETITIVE
ADVANTAGE
MARKET
OPPORTUNITY
SHARK TANK
LEVERAGE
TRENDS TO
TAP
CONSUMER
NEEDS
Key Takeaways for Our Strategy

23. RAVEL HAIR ID

Do you know your Hair ID?
Your Hair, Your Formula

24. RAVEL HAIR ID

Ravel is still a relatively new entrant in the Indian beauty
space, where shampoo is seen as a one-size-fits-all
commodity.
Challenge : To break through this clutter, drive awareness,
and make people see shampoo as something deeply
personal.
Insight : Consumers love expressing individuality (think
Spotify Wrapped, MBTI tests, Skin IDs). But when it comes
to haircare, they’re stuck with generic products.
Solution:
Enter Ravel Hair ID - Taking the quiz doesn’t just spit out a
result - it generates your Hair ID: a personalized badge +
product recommendations + shareable digital card.

25. BODMAS
Framework

26. Brief
Launch a disruptive campaign that
positions Ravel as India’s 1st
personalized haircare brand. By
turning personalization into a cultural
moment, we’ll dramatically increase
quiz completions, build brand
awareness, and drive first-time
customers.

27. Objectives
Establish brand
awareness by
making “Hair ID” a
social trend
Drive Quiz
Completions
Increase First Time
Purchasers driven
by Hair ID linked
offers
Establish Ravel =
Personalisation in
haircare (TOPA)

28. Deadline
Phase 1
Teaser (Week 1)

Build OOH & digital intrigue
Reveal (Week 2)

Influencer Activations, Press KIts,
UGC content

Encourage QR code driven quiz
takers
Phase 2
Phase 3
Activation (Week 3)

Launch Ravel Hair ID Bureau (pop-ups in
malls, markets, popular salon chains)
Users get on-ground hair assessments,
physical Hair ID cards, and sample sachets
Phase 4
Community (Week 1- 2)

Campus kiosks for Gen Z → instant
traction & sampling

#MyHairID UGC contest (best Hair
ID stories featured on Ravel IG)
Phase 5
Loyalty (Week 3- 4)

Exclusive Hair ID masterclasses
with stylists (e.g., Hot Hair Balloon)

Rewards system: discounts +
loyalty points linked to Hair ID

29. Media & Moments

Teaser
(Digital + OOH)
Billboards & reels asking: “Do
you know your Hair ID?” with
mysterious QR codes → quiz
landing page.
Intrigue copy for virality:
“Over 3 lakh people already
know their Hair ID. What’s
yours?”
“Your hair has an identity. Have
you unlocked it yet?”

●
Hero Moment
(Quiz → Hair ID)

Every user gets:
Personalized regimen
recommendation
A Hair ID card (Spotify
Wrapped-style digital card)
shareable on Instagram
Exclusive Hair ID (loyalty points
+ first-purchase offer)


●
Influencer Buzz
Influencers like Malvika
Sitlani, Kritika Khurana
(Boho Girl) reveal their Hair
IDs: “Curly Queen 247” /
“Damage Repair 112”
Creates FOMO + social
proof



Pop-ups (Ravel Hair ID
Bureau) in malls, markets,
salons (Salon tie-up)
Booths styled like an ID
centre - hair experts assess +
issue physical Hair ID cards
with samples.
Instant quiz on tablets →
regimen + sample sachet.



Physical Activation


Community &
Campus Activation
Hair ID kiosks at colleges →
free sampling + instant
traction with Gen Z.
Ongoing masterclasses for
Hair ID members with stylists
like Hot Hair Balloon →
builds exclusivity.

30. Audience
Primary Audience Secondary Audience
Urban Gen Z & Millennials (18–35),
beauty-conscious, active on
Instagram, curious about
identity/personality-based trends.
Men 22–35 with scalp/hair fall issues.
Hook: Hair ID makes personalization
fun, shareable, and aspirational.

31. Success Metrics
➔Awareness: 2M–3M impressions (organic + paid) in the first month of
launch
➔Engagement: 20K+ interactions (likes, shares, saves, comments) across
Hair ID content
➔Quiz Funnel: +30% increase in quiz completions via Instagram traffic
(baseline uplift)
➔Acquisition: 12–15% first-purchase conversions from Hair ID-linked offers
shared on IG
➔Community Building: 1,000–1,500 Hair ID UGC posts shared with
hashtag #MyHairID

32. Gantt Chart
Click to view the full chart

33. Social Media Strategy

34. ●Only active on Instagram – no presence on YouTube,
Twitter, Facebook, Pinterest.
●Weak brand identity – no consistent palette, fonts, or
visual language.
●Low engagement: 0.62% ER despite 88.2k followers.
●No big campaigns or collaborations – reliance on UGC
only.
●Content not shareable, lacks strong hooks.
●Imagery and feed design not aesthetic / cohesive.
Social Media Audit

35. Content Strategy
Educational Content
○Carousels: “What ingredients
suit curly hair?”
○Reels: trichologist tips,
myth-busting.
○Tutorials: “How to oil, wash & dry
the right way.”

36. Engagement / Trend-driven
➢ Relatable meme reels: “When my Hair ID says
‘Damage Repair’ but I keep straightening my hair ?????? .”
➢ Trending audio + POV content.
➢ Quizzes/polls on Stories.

Community & Advocacy
➢ UGC spotlights: resharing Hair IDs, before/after
results.
➢ Exclusive masterclass content → for Hair ID
members.


Customer Queries & Service
➢ Weekly Story Q&A: “Ask us your hair question.”
➢ Comment/DMS replies with quick product
education.

37. Opening Scene:
Split screen:
Left side – Girl with dry, frizzy curls browsing shampoos on her phone. She hovers over a “generic” shampoo, adds to cart.
Right side – Guy with thinning, oily hair in a store, picking up a random shampoo bottle.
Narrator (VO):
"Every head of hair is different… but we still shop like one-size-fits-all."
Next Scene:
On left screen – phone flashes: “What’s your Hair ID?” A sleek Ravel interface pops up.
On right screen – cashier scans bottle and pauses: “Sir, can I have your Hair ID?”
Both characters look confused.
Cut to transformation:
Phone on left glows as she fills her Hair ID quiz. Bottles on screen rearrange until her personalized match locks in.
At the store, shelf lights up and a bottle slides forward with his name and concern tag (“For thinning + oily scalp”).
Narrator (VO):
"Introducing Hair ID by Ravel. No two heads are the same—neither should your haircare be."
Final Montage:
Both characters now using their Ravel shampoos, looking confident, hair visibly improved.
Overlay of vibrant faces + different hair types appearing one by one with their “Hair ID tags” — Curls. Volume. Strength. Shine.
Narrator (VO) + On-Screen Text:
"Know your Hair ID. Find your formula. Only with Ravel."
CTA (final screen):
✨ Take the Hair ID Quiz Today.
Video Script

38. Content Calendar
Click to view the full
calendar

39. Media Plan

40. Media Plan
●The Budget distribution across the marketing funnel.
●3.8% of the total Budget is allocated for retargeting the warm leads to convert into hot leads and eventually convert to
sales.
●1.9% of the budget is kept for contingencies purposes.

41. Detailed Media Plan

42. Ad samples for Meta Ads

43. Ad samples
for Google
Ads

44. Email Marketing Strategy

45. AWARENESS CONSIDERATION CONVERSION LOYALTYRETENTION
Customer Journey

46. Customer Segmentation Strategy
?????? New Leads → People who take the quiz but don’t purchase
?????? First-time Buyers → Customers who complete their first order
✉ Engaged Customers → People who open/click emails
⭐ VIP / Repeat Buyers → Customers with multiple purchases
?????? Inactive Customers → No opens/clicks in 60+ days
Tool: MAILCHIMP

47. Stage 1: Awareness / Lead Capture (Welcome Email)
Subject Line
Content Highlights:
●Introduce Ravel (custom hair
care).
●Encourage quiz participation.
●Benefits: freshly made,
cruelty-free,visible results.
Call-to-Action (CTA):
“Take Your Quiz Now!”

48. Stage 2: Consideration (Social Proof / Testimonial)
Subject Line
Content Highlights:
●Share customer testimonial
(Shanaya from Mumbai).
●Show before/after results by
weeks.
●Build trust with stats (98%
success).
Call-to-Action (CTA):
“See My Formula”

49. Stage 3: Conversion (Abandoned Cart Reminder)
Content Highlights:
●Personal urgency: formula
saved for 48 hours..
●Benefits tailored to their hair
type.
●Free shipping + 90-day
guarantee.
Call-to-Action (CTA):
“Complete my Order”
Subject Line

50. Stage 4: Post-Purchase (Order Confirmation)
Subject Line
Content Highlights:
●Order update (crafted fresh,
shipping in 5–7 days).
●Reinforce excitement (“results
in 17 days”).
Call-to-Action (CTA):
“Track My Order”

51. Stage 5: Retention (Follow-Up & Feedback)
Subject Line
Content Highlights:
●Check-in after 10 days.
●Encourage feedback/questions.
●Offer expert chat support.
Call-to-Action (CTA):
“Chat with an Expert”

52. Stage 6: Loyalty (VIP Program)
Subject Line
Content Highlights:
●Perks: early access, free minis,
VIP-only events.
●Strengthen customer-brand
relationship.
Call-to-Action (CTA):
“Explore My Perks”

53. Stage 7: Win-Back / Re-Engagement (Discount Email)
Subject Line
Content Highlights:
●Highlight new improved ingredients.
●Special 15% discount valid for 5 days.
Call-to-Action (CTA):
“Redeem My Offer”

54. WhatsApp Marketing
Strategy

55. Awareness & Consideration
(Pre-purchase/Cart Stage):
●Abandoned Cart Nudges:
- Message: “?????? Hey [Name], your
personalized - Ravel Shampoo is waiting!
Don’t let hair fall & frizz win – checkout
today & enjoy FREE shipping.”
- CTA Button: “Complete Purchase” (links
directly to checkout).
- Add urgency: limited-time offer (e.g., ₹150
off valid 24 hrs).
●Educational Mini Content:
- Share short ingredient spotlight cards
(Argan Oil, Niacinamide, Oat Protein).
- CTA: “Want your perfect formula? Take the
quiz here.”
Post Purchase
(Onboarding & Engagement):
●Thank you & usage guide:
- Message: “?????? Thanks for choosing Ravel,
[Name]! Your shampoo is freshly made & on
its way ?????? . Meanwhile, here’s how to get
the best results ?????? ”
- Attach: Carousel (Step 1: Wash, Step 2:
Massage scalp, Step 3: Rinse thoroughly).
- CTA: Track Order
●Day 10 Check-in:
- Message: “Hi [Name], noticed any
difference yet? ?????? Most users see results in
just 17 days! Share your progress with us
?????? .”
- CTA Buttons: “Share Feedback” | “Need
Help?”

56. Retention & Loyalty:
●Refill reminders (Every 25-30 Days):
- Message: “⏳ Running low, [Name]? Refill
your personalized shampoo today & get
10% off when you reorder via WhatsApp.”
- CTA Button: “Refill My Formula”
●Subscription Push:
- Message: “Why worry every month? ??????
Switch to Ravel Auto-Refill & enjoy 15% OFF
+ free delivery every time.”
- CTA: “Start Subscription”
●Exclusive Loyalty Rewards:
- Message: “?????? Congrats [Name]! You’ve
unlocked RavelCare Loyalty Perks. Use code
LOYAL10 for 10% off your next shampoo.”
Advocacy
(UGC & Referrals):
●UGC Request:
- Message: “We’d love to feature your hair
journey ?????? Share your before/after pics with
us & get a chance to win a FREE shampoo.”
- CTA: “Upload Now”
●Referral Campaign:
- Message: “Good hair is better shared
???????????? . Refer a friend & both of you get ₹200
off your Ravel shampoo.”
- CTA Buttons: “Refer Now”

57. Automation Workflow
Cart Abandonment:
Automated Nudge
in 30 mins
Order placed: Thank
you + Usage guide
Day 10: Check-in
Message
Day 25: Refill
reminder
Day 60: Loyalty
reward / Referral
push

58. Key Performance Indicators
(KPIs)

59. Awareness
Goal: Reach maximum audience & build brand recall.
GA KPIs to track:
●Users / New Users
●Traffic Sources (Paid, Organic, Social, Referral)
●Impressions (via GA + Ads integration)
●Engagement Rate
●Top Landing Pages
Consideration
Goal: Get users to explore the quiz, engage with content, and spend
time.
GA KPIs to track:
●Average Engagement time per session
●Quiz start rate (custom event)
●Quiz completion rate (custom conversion)
●Scroll depth on quiz pages
●Events like video plays, clicks on ingredients, product
comparisons
Conversion
Goal: Drive purchases and reduce drop offs.
GA KPIs to track:
●Add-to-Cart Rate (custom event).
●Checkout Initiation Rate
●Cart Abandonment Rate
●Purchases (E-commerce conversion)
●Revenue / Average Order Value (AOV)
●Payment Method Split (Prepaid vs COD)
●Conversion Rate (Sessions → Purchases)

60. Advocacy & Community Building
Goal: Turn users into promoters via UGC & referrals.
GA KPIs to track:
●Social Shares / Clicks on Share Hair ID (custom event).
●#MyHairID Campaign Traffic (via tagged URLs)
●Referral Traffic Conversions
Overall Funnel Metrics
●Funnel Conversion Rate
(Awareness → Quiz → Add-to-Cart →
Purchase).
●Customer Lifetime Value (CLV)
(via GA4 + Shopify/CRM integration).
●ROAS (Return on Ad Spend)
GA + Google Ads linking.
●CAC (Customer Acquisition Cost)
(via Ads + GA revenue tracking).
Post Purchase / Retention
Goal: Build loyalty, repeat orders, and reduce churn.
GA KPIs to track:
●Repeat Purchase Rate (via GA + CRM integration)
●Subscription Sign-Ups (custom event)
●Account Creations (Hair ID profiles saved)
●Reviews Submitted / UGC Uploads (custom events)
●Email & WhatsApp Traffic Engagement

61. SEO Audit &
Strategy

62. On-page SEO Audit
ISSUES IDENTIFIED:
●Meta Description Issue:
The meta description shown in Google doesn’t match the
<meta> tag on the page.
●Title Tag issue:
The title in search results doesn’t match the <title> tag in the
HTML.

63. Fix Meta
Description
Fix Title Tag
Check Schema
/ Structured
Data
Improve
Content
Relevance
How to FIX?

64. Keyword Phrase Search Intent Monthly Volume Keyword type Difficulty
Best shampoo for dry hair Commercial 14,800 Long tail East
Anti dandruff shampoo
Transactional
8,200 Mid tail High
Paraben free shampoos
Commercial
4,600 Mid tail Medium
Vegan haircare brands
Informational
3,000 Generic Low
Hydrating shampoo
Informational/Commercial
5,400 Mid tail Moderate
Color-safe shampoo
Informational/Commercial
5,400 Mid tail Moderate
Keyword Recommendations

65. Off-page SEO Audit
●Authority Score: 32 (moderate
strength).
●Organic Search Traffic: 20.7K visitors
(showing a –8.4% decline).
●Paid Search Traffic: 1K visitors.
●Keywords: 2.9K driving organic traffic.
●Backlinks: 884 total from 335 referring
domains.
●Traffic Share: 76%, with 848
competitors.
●Engagement Metrics (July 2025):
a.Pages per visit: 5.19
b.Average visit duration: 6 minutes
04 seconds
c.Bounce rate: 41.49%

66. Backlink Profile Insights
●Has a healthy mix of backlinks, but
most are basic.
●Good balance of follow links, but
quality needs to improve.
●Anchors are repetitive (“buy now”,
“ravelcare.com”) → need variety.
●Limited high-authority domains linking
back.
●Opportunity to build links via guest
posting, PR mentions, beauty blogs &
influencers

67. Off-page SEO Tactics
Guest Posting: Publish on beauty, lifestyle & wellness blogs
Influencer Collaborations: Partner with haircare influencers for
reviews & backlinks
PR & Features: Get mentioned in digital magazines (Vogue India, Femina, YourStory)
Content Syndication: Share blogs on Medium, Quora, Reddit haircare
communities
Product Reviews & Testimonials: Encourage beauty bloggers & YouTubers to
review shampoo
Social Bookmarking: Share content on Pinterest, Flipboard, and niche
platforms
Local SEO Listings: Optimize on Google My Business & salon directories
Forum Participation: Be active on haircare Q&A forums (Quora, Reddit,
Beauty Heaven)

68. Technical SEO Audit
DESKTOP
ISSUES:
●Slow LCP (2.6s) – unoptimized images
●High CLS (0.56) – layout shifts

SOLUTIONS:
●Slow LCP (2.6s): Compress & use
WebP images, deliver via CDN
●High CLS (0.56): Set fixed size for
images/fonts, use font-display: swap

69. Technical SEO Audit
MOBILE
ISSUES:
●Slow LCP (3.5s) – heavy images/server
delay
●High TBT (270ms) – script blocking

SOLUTIONS:
●Slow LCP (3.5s): Lazy-load images,
enable caching/CDN
●High TBT (270ms): Minify & defer
non-critical JS, remove unused scripts

70. Conversion Rate
Optimisation

71. What’s working well:
●Clear navigation – People can easily find
Haircare, Skincare, Bodycare, Reviews, and
“Track Order.”
●Hair Quiz – The quiz feels personal and
builds emotional connection.
●Transparency – Ingredient index, “Ravel
by the Numbers” (review stats), clean
formula promise – all build trust.
●Social proof – Dedicated reviews section
& real customer feedback.
What’s causing friction:
●Inconsistent shipping info – Timelines
differ across pages, which can create
doubt.
●Quiz content mix-ups – Some hair quiz
sections show skincare-related text, which
breaks trust.
●“Sold out” messaging on customizable
products
●Return policy language feels restrictive
(replacement-only, unboxing video
requirement)
Website Audit

72. Quick Design fixes to boost Conversions
One clear
deliver/shipping
badge shown
everywhere
Sticky
Call-to-Action
button on Mobile
Progress bar on
Quiz
Reframe returns
policy into a
‘Free Reformulation
Promise’
Add ingredient
tooltips directly on
the quiz results
page

73. Defining Goals
Primary Conversion Goals
(the money-makers)
Get visitors to finish the quiz → Add
to cart → Purchase
Encourage more prepaid orders
instead of COD (to avoid fees and
drop-offs)
Relationship-Building Goals
(for loyalty & repeat sales)
Get users to save their formula by
entering email/WhatsApp
Encourage account creation (Hair ID)
so they can reorder easily
Gather reviews and photos after
delivery
Offer subscriptions so customers get
automatic refills
Why both matter:
●First purchase = revenue.
●Relationship goals = repeat purchases and word-of-mouth
marketing.
●The quiz gives us first-party data (hair type, goals, fragrance
preferences) which can be used to send targeted reminders.

74. Mapping the Customer Journey
DISCOVERY ENGAGEMENT QUIZ RESULTS
LOYALTY LOOP POST PURCHASE PURCHASE
Results page – “Save my formula” opt-in
Welcome email/WhatsApp – confirm order, share usage tips
Post-delivery – request review with photo option
Reorder reminder – 45–60 days after purchase
Hair ID account – store past formulas and preferences
Relationship
Touchpoints

75. Funnel Stage Problem Why It’s Bad Fix
Quiz start No time estimate or steps shown People fear it’ll take too long Show “~2 min” + steps progress bar
Quiz middle Skincare text in hair quiz Breaks trust Fix content so only hair info appears
Results/PDPDelivery info changes on different pages Creates doubt Use one consistent shipping message
Results Ingredients not explained Feels less convincing Show ingredient benefits as tooltips
Checkout COD fee only appears late Causes frustration Mention COD fee earlier
Returns policy “Replacement only” sounds risky Scares first-time buyers Reframe as “Free reformulation guarantee”
Spotting the Bottlenecks

76. Full CRO Strategy
Build trust site-wide Improve the quiz
Strengthen product
pages
Make checkout
smoother
Keep customers
coming back
Test & Measure

77. C O N C L U S I O N
Ravel disrupts haircare by making personalisation a cultural
movement.
Hair ID drives awareness, engagement, and
shareability.
Integrated digital, influencer, and performance marketing
ensures reach and conversions.
Data-driven KPIs track awareness, conversions, and
retention effectively.
Positions Ravel as India’s go-to personalized haircare brand
with strong loyalty.

78. Thank You