Skin Laundry was ready to completely rebrand and rebuild their website to better serve their growing clientele. They knew the first step would be to rethink their CMS and how the front end of their website was managed. They needed a solution that would scale with the business and provide the necessary flexibility and efficiency for their small developer team.
Challenge
Developing a scalable site for Skin Laundry's lean team to manage easily
Skin Laundry's Principal Product Manager, Travis Johnston, identified two potential paths forward. They could use their outdated tooling to re-architect the site with their extensive library of existing components. Or they could implement new technology, which would support the rebranding effort and lay the groundwork for future iterating. Travis and his team identified four key areas that defined success for their site moving forward:
- Easy for a small internal developer team to maintain
- Data-driven, personalizable, and optimizable
- Scalable for the foreseeable future
- Fast, cheaper shipping
Solution
Benefit #1: Builder's visual editor lets any team member (developer or not) confidently edit the site
With this wishlist in mind, the path forward was obvious—an overhaul of their CMS would have an excellent outcome, even with the initial resource investment. Luckily, before joining Skin Laundry, Travis and one of his lead engineers had used Builder to do precisely that: implement a visual CMS that would optimize workflows and speed up time to production with incredible efficiency.
The onboarding process to Builder proceeded quickly and smoothly, and the team was keen to start capitalizing on its functionality. With Skin Laundry's previous CMS, non-technical teammates across marketing and design were 100% reliant on developer resources to make changes to the site. Now, Builder's Visual Editor fosters efficiency by including them in the build process with the freedom to make changes or create landing pages without additional training.
Builder's visual editor lets anyone add or edit basic components like images and text within a drag-and-drop interface. For more complex builds, Travis' developers create custom components that match their branding and UX.
With these new workflow capabilities, Skin Laundry has significantly reduced their developer lift because they only need to build new components once; then, the components live in Builder's Visual CMS for infinite reuse. The visual editor further reduces time to market by allowing the marketing team to create and manage site content without pulling on developer resources.
Benefit #2: Staging changes with added guardrails improves workflows
While building and editing web pages, the team can now stage changes before pushing them live. That way, marketers and engineers can experiment and test changes without impacting the live site.
Builder also includes guardrails like role permissions to ensure only authorized users can publish experiences live. As a result, Skin Laundry now publishes updates only when they're ready, minimizing downstream fixes and unlocking massive productivity gains.
Benefit #3: A/B testing helps with data-driven decision-making and optimize page conversions
With Builder's A/B testing feature, Skin Laundry has also shifted to data-driven marketing. They use powerful data insights to evaluate page conversions rather than relying solely on page views.
Builder's custom targeting also allows Skin Laundry to create personalized landing pages for each user persona. If someone arrives at their site via a rosacea ad, they'll see a landing page of products designed to soothe inflamed skin rather than generic content.
The process is efficient and straightforward – and Skin Laundry doesn't have to re-architect the whole page for dozens of user personas.
Results
Skin Laundry doubled digital team efficiency with Builder's Visual CMS
“Upgrading our website with Builder's Visual CMS is like going from a Camry to a Ferrari. The difference in our workflow is night and day.”
Skin Laundry's static landing pages historically generated solid sales, but Builder's dynamic landing pages have increased their on-site conversions. Personalization, A/B testing, and making the building process inclusive to all digital team members has significantly increased productivity and efficiency. This saves the company the equivalent of an internal developer's annual salary.
Builder enables Skin Laundry team members to participate in the building process like never before, significantly increasing their ability to iterate and progress quickly from idea to production.
So far, that's translated to:
- $20k saved per month in marketing
- 2x increase in engineering efficiency
- 5% increase in lead acquisitions
- $6k saved per month in operating expenses
- 3.5% increase in appointment bookings
