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A guide to customer journey orchestration for beauty marketers
2026-03-06 02:49 Diff
https://useinsider.com/customer-journey-marketing/
In the past, customers found and tried new items in brick-and-mortar stores, but now they discover and evaluate products online. They follow Instagram beauty influencers, watch TikTok and Youtube review videos, and look for video testimonials in Facebook groups.
They expect brands to offer product finders, online trial apps, and virtual makeup rooms on the website. They also expect personalized push notifications and suggestions in line with their buying habits.
With so many options out there, customers have zero tolerance for bad shopping experiences. This means brands have to dig deeper into their consumer data to clearly understand their customer: behaviors, what consumers actually want, and what makes them excited to buy.
Brands then need to leverage those insights to orchestrate personalized customer journeys and develop strategies to acquire customers at every touchpoint of these journeys.
To help you get started, we’ve created this comprehensive guide on customer journey orchestration in the beauty industry. We want to get right into it, but before we do, you first need to know about omnichannel customer journeys. This will help to understand how modern shopping experiences have changed and help you build out your customer journey map.
Complex omnichannel customer journeys

‘Customer journey’ refers to the path that takes a shopper from:
Not knowing a product > Purchasing > Becoming a loyal customer
It lays out all touchpoints that your customer may have with your brand before, during, and after the experience of that product. Your growth starts with understanding customer journey marketing with your brand.
Insider One research into traditional customer journeys shows that all customers follow a similar, simple path:
Awareness: “Hey, my friend just told me about this product.”
Research: “Looks awesome but a bit expensive. Is there any better alternative out there?”
Consideration: “Hmm, I think I’ll buy this one.”
Purchase: “Yay, I just made an order!”
Retention: “I’ll buy from this brand again.”
However, the modern customer journey is more complex, with numerous touchpoints and channels. It consists of highly connected, non-linear moments.
Here’s an example:

Lisa is a customer. Her best friend recommended an online cosmetic store, so she decided to check it out.
As she clicked through to the website, her first “recordable” entry into the customer journey began. While browsing lipstick products, she became distracted, abandoned her cart, and left. An hour later, she got a Web Push.
Later, an email arrived and reminded her that she had left something in their cart. But she was on her way home, so she ignored the email. That evening, a targeted Facebook ad gave her the final prompt she needed. She read the comments, felt excited, and decided to buy.
Lisa loved the lipstick so much that she began buying exclusively from this store. She even shared her positive experience with her friends and colleagues.
As you can see, consumers don’t always buy on the first visit to a website. They now rely on brand awareness, research, and recommendations across multiple channels, before making a purchase.
They also don’t necessarily engage with all the journey touchpoints offered to them before finalizing their decision to buy.
To keep up with changes in customer behaviors and maximize ongoing sales, brands should move from traditional customer journey marketing to the customer loyalty loop.
In the book, The Customer Lo yalty Loop: The Science Behind Creating Great Experiences and Lasting Impressions, author Noah Fleming defined the customer loyalty loop as “an updated view of the traditional customer lifecycle model, applied to the entire customer experience and the individual customers within it.”
Here’s a good model of what the customer loyalty loop looks like:
In this model, lifecycle milestones outline every customer’s lifetime journey with your brand on their way to becoming a loyal and high-value customer. These milestones determine your customer lifecycle stage segments.
When you’ve orchestrated a customer journey, you can see the big picture: where a given customer is at any stage—what they want, what they’re interested in, what they hope to get from you, and how likely they are to buy from you.
Then, you can set up the right messages for each channel based on a customer’s lifecycle status.
Consumer behaviors in the beauty industry

Understanding how beauty consumers shop today is essential for orchestrating effective customer journeys. Here are the most important trends to consider:
1. Online shopping dominates beauty purchases

The shift from in-store to online buying continues to accelerate. In 2025, 63% of beauty consumers prefer purchasing products online, up significantly from pre-pandemic levels. This trend is particularly strong among younger shoppers, who increasingly rely on digital channels for discovery, research, and purchases.
2. Social media drives product discovery and decisions

Beauty consumers increasingly turn to social platforms for inspiration and research. 55% of consumers say social media influences their choice of beauty products, while 69% actively use social media to discover new products. Platforms like Instagram and TikTok are critical for reaching younger audiences, with 70% of millennials using Instagram as a primary discovery channel.
3. Influencers and online reviews shape purchasing behavior

Recommendations matter more than ever. 62% of Gen Z shoppers discovered and purchased a product via social media in the past year, and 78% of consumers are influenced by online reviews and recommendations when deciding what to buy. Leveraging influencers and authentic user-generated content is therefore key to driving conversions.
4. Personalization is now expected at every touchpoint

Beauty consumers increasingly expect recommendations tailored to their needs and seamless experiences across channels. 55–65% of shoppers report that personalized product suggestions influence their purchase decisions, while 65% say that unified, personalized experiences make them more likely to repurchase. Delivering relevant, context-aware messaging is no longer optional—it’s essential for driving loyalty and conversions.
Personalized customer journey orchestration in the beauty industry

A personalized customer journey is tailored to the needs of specific customers. It’s intended to help customers get exactly what they want.
A thoughtful, personalized customer journey captures not only a one-time purchase but also builds the foundation for future purchases.
To create a personalized customer journey, you need to put yourself in your customers’ shoes and think critically about how they decide what to buy. Then, divide your target customers into different segments based on their behaviors.
One way to make this process easier is by evaluating the lifecycle milestones of the customer loyalty loop. At each lifecycle milestone, brands should optimize important immediate conversion funnels.
Conversion funnels are the specific destinations you’re trying to drive your customers towards. They might be product discovery, account sign-ups, newsletter subscriptions, or the purchase itself. These conversion funnels determine behavioral segments.
Know more about customer journey analytics software!
What are behavioral segments?

A behavioral segment is a group of customers clustered together by one behavioral trait, for example, purchase history. You can create behavioral segments by using behavioral market segmentation.
Behavioral segmentation refers to the practice of identifying and grouping customers based primarily on their online browsing and decision-making patterns. It’s dynamic, ad-hoc, and adaptive as it depends on constantly changing variables.
Below are four common examples of behavioral segmentation:
Page view history: What pages customers visit and where they spend a lot of their time.
Purchase history: What customers have purchased and when they made those purchases.
Videos watched: What types of videos they watched, and how many times they watched those videos?
Benefits sought: Why customers buy a particular product, for example, based on quality, usage, or a specific feature.
Once you define behavioral segments, you can combine them with the customer journey to develop a plan to convert those segments into loyal customers.
Product discovery funnel in beauty

A product discovery funnel aims to provide customers with clear information about products, establish trust, and speed up the path to purchase.
When creating this funnel, you should minimize the number of clicks and searches shoppers need to take to find the right products.
Also, keep customers’ personal demographics and preferences in mind—skin type, tone, preferred ingredients—to avoid alerting them to products they’re not interested in.
You can use the following strategy to increase product awareness:
Improve click-through rate from the homepage to product pages

Tap on behaviors that customers are familiar with from social media channels to drive fun and effective product discovery with InStory, an immersive Instagram-like experience for Mobile Web.
Using InStory, you can quickly and easily share campaigns, products, and collections in story form, based on each user’s needs and interests, to maximize the value of every precious pixel.
Segment: All customers.
Strategy: Showcase bestsellers, celebrity product lines, sale items, last-minute
deals, customer stories, news updates, influencer diaries, or other noteworthy
products from the collection with clickable InStory placements at the top of the
homepage.
You can also create personalized stories based on customers’ preferences to offer relevant recommendations as soon as they land on your mobile website homepage.
KPIs to track: Click-through rate (CTR)
Improve click-through rate from product page to cart page

On average, it takes 5 clicks, 3 searches, and 5 filters for customers to find what they’re looking for on the mobile web. But not everyone has the time—or patience—to go through that many steps.
Since your users have already gone down the funnel searching for a single product, it makes sense to give them easy ways to discover other products.
One way to do that is to take advantage of Insider One’s Smart Recommender, which is powered by artificial intelligence (AI) and data collected from users across platforms.
Segment: All customers
Strategy: On product pages, show personalized product recommendations below
the main section with product information.
Think about “frequently bought together,” “you might also like,” “similar products,”
“similar categories,” and “previously viewed.”
When you do that, you remove choice overload for customers and give them
products that fit their interests and demographics.
KPIs to track: Add-to-cart rate, average order value (AOV)
Purchase/replenishment funnel in beauty

Currently, products related to health and beauty have an eCommerce conversion rate of 3.08%. If your conversion rate is below this benchmark, you should review your purchase/replenishment funnel and optimize it. The key is to analyze conversion rates from one stage of the funnel to the next and figure out what drives customers to take action.
It’s worth noting that beauty consumers are ultra-cautious and don’t want to risk buying the wrong thing.
According to Nosto’s 2020 survey of 2,000 US and UK Gen Z and millennial consumers, 56% agreed that, when shopping online, they tend to stick with brands or products they’ve bought before rather than trying anything new. The figure increased to 62% for female shoppers alone.
When revamping your purchase/replenishment funnel, you should develop specific strategies for first-time purchasers and repeat customers.
You can use the following strategy to help convert first-time buyers:
Offer strong incentives to convert first-time customers

To acquire new customers, a good tactic is to give them a compelling incentive for their first purchase and make this offer prominent across your website.
Segment: Customers who haven’t made a purchase at all.
Strategy: Show a sticky hello bar at the top of the page highlighting an exclusive first-order offer. For example, offer free shipping with no minimum spend or a discount percentage with no code needed.
Note that you don’t need to offer deep discounts to entice shoppers to buy.
KPIs to track: Add-to-cart rate, conversion rate
Loyalty program funnel in the beauty industry

Another incentive to help overcome the challenge of acquiring new customers is with a loyalty program. Using a loyalty program is critical for increasing the customer retention rate and driving sales. By creating a loyalty program your customers are more likely to return, which increases their lifetime value and strengthens your brand community.
You can use the following strategy to drive more loyalty program sign-ups:
Target loyalty program registration abandoners

For customers who have shown interest in your loyalty program but haven’t yet signed up, highlight the benefits of participation to bring them into the funnel.
You can use the following strategy to drive more loyalty program sign-ups:
Target loyalty program registration abandoners

For customers who have shown interest in your loyalty program but haven’t yet signed up, highlight the benefits of participation to bring them into the funnel.
Segment: Shoppers who visited your loyalty program registration page but didn’t complete the form.
Strategy: Send a registration abandonment email one day after featuring the benefits of the loyalty program.
KPIs to track: Email click-through rate, loyalty program registration rate.
Improve post-purchase experience to build long-lasting relationships

Once shoppers have made a purchase, you should have a plan to continue engaging with them in order to turn them into loyal customers.
The best practice is to build an exceptional post-purchase experience with multichannel journey orchestration. This ensures that all the messaging is interconnected, and there’s no possibility of a communication lapse.
Segment: First-time purchasers.
Strategy: Run a personalized customer journey filled with attractive offers after a shopper makes their first order.
You can also set up local events with exclusive invites, remind customers to restock a product they previously bought, or upsell complementary products that work well with what they already purchased.
KPIs to track: Conversion rate
Account sign-up funnel in beauty

Because creating a new user account is one of the primary reasons for high abandoned cart rates, guest checkout becomes critical in an eCommerce store. This leads to a lot of challenges in driving account sign-ups.
Insider One’s AI-powered journey builder Architect, allows brands to engage first-time shoppers with the right content at every touchpoint they move through, encouraging them to sign up for an account.
Architect identifies the channel these shoppers are most active on, automating the engagement to target each shopper on their preferred channel at the right time.
Whether you want to increase sign-ups or reengage previous customers, personalizing marketing touch points with a solution like Architect increases the likelihood of conversions.
⭐️⭐️⭐️⭐️⭐️

“We achieved 4X ROI with Insider One’s cross-channel marketing campaigns. Insider One has helped us segment our customers better and reach them at the right time on the right channel, and this has led to a 20% uplift in conversions.

— Digital Marketing Assistant, Global Brand, G2 Reviews
If increasing registrations is your goal, here’s another strategy you can use:
Tweak the registration page and get more registrations

Not all shoppers are interested in signing up for a new account when visiting an eCommerce store. And not all of them understand the benefits of doing that.
To maximize sign-ups, you should clarify what benefits shoppers will receive after signing up and make the form eye-catching to draw their attention.
Also, test multiple layouts to determine which one brings the highest conversion rate, and then capitalize on it.
Segment: First-time visitors.
Strategy: Tweak key elements like images, titles, and buttons on a live app with no code changes, or store deployments in the mobile app. Then, split the segments 50/50 and run an A/B test.
KPIs to track: Registration rate.
Lead collection funnel in the beauty industry

A lead is anyone who has shown interest in your brand or products. They might have explored a few of your products by clicking on a Facebook ad or landing on our website, but they’re yet to make an order.
When you collect leads, you can send customers retargeting emails with content, recommendations, and promotions tailored to their needs.
Increase lead collection via gamified templates

Traditional opt-in popup overlays can be useful, but most people perceive them as irritating and immediately look for the exit button.
Nielsen Norman Group even found that popups are the “most hated advertisement technique on desktop.”But that doesn’t have to be the case. You could replace the traditional opt-in form with a fun, interactive “spin-to-win” popup.
It’s excellent for enhancing the shopping experience while providing you with valuable insights into your customers’ behaviors.
Insider One offers four gamification techniques to capture leads and help hit KPIs: Web Push, Scratch to Win, Wheel of Fortune, and Progress Bar.
Segment: Shoppers who haven’t signed up for your newsletter.
Strategy: Show a spin-the-wheel notification with incentives for their first purchase, for example, 10% off. You can also ask them to leave their contact details before unlocking the offer.
KPIs to track: Spin click-through rate (CTR), average session duration, conversion rate, and lead subscription rate.
⭐️⭐️⭐️⭐️⭐️

“In only 4 months we have seen an 8.6x ROI and a 9.6% CR uplift with Insider One. We have used gamification templates such as ‘Wheel of Fortune’ or ‘Swipe’ to significantly improve our lead generation strategies and increase user engagement. This is a hugely scalable, always evolving, cross-channel platform that is easy to use and very effective.

Jesús R., Product Owner, G2 Reviews
Mobile App download funnel in the beauty industry

Many beauty brands have applied new technologies like augmented reality (AR) and virtual reality (VR) to design their mobile apps. These apps are great for boosting customer engagement, adding value to your brand, and driving more conversions.
To make sure your Mobile App helps you achieve your goals, you should develop a funnel specifically for Mobile App download, as shown below:
In this funnel, the Click to Install rate refers to the percentage of users who successfully install apps after clicking on a link to download an app.
Your Click to Install rate will vary significantly across the different channels designed to drive users to download the app, for example, via a post-purchase app download banner or a smart banner.
Follow this tip to drive more loyalty program sign-ups:
Increase mobile app downloads from Mobile Web

Smart banners at the top of your Mobile Web experience can help convert your mobile Web traffic into Mobile App downloads.
Segment: All users
Strategy: Launch a smart banner on the success page. When creating the banner, you should run A/B tests to determine what type of prompt brings the highest Click to Install rate.
KPIs to track: Banner click-through rate, new mobile users.
Referral funnel in the beauty industry

According to PowerReviews, approximately 74% of Gen Z shoppers and 66% of millennials say they are swayed to purchase beauty products by influencers they follow.
Happy and loyal customers are the driving force for your growth. Acquiring new customers is one thing, but you should ultimately aim to transform loyal customers into brand ambassadors who trust and recommend your products.
On average, a referral program can help drive up to 30% increases in new customer acquisition and can increase first-order value by 10-25%.
You can use the following strategy to encourage referrals:
Create incentives for customers to encourage referrals

Research what motivates your customers to give you a referral, and then design your referral programs to provide rewards addressing their motivation. Once you’ve come up with the motivation and your campaign is ready to launch, it’s important to keep timing in mind.
Consumers are far more likely to recommend your brand when they’re feeling excited rather than when they’re in the middle of doing something else. A good practice is to recommend a referral a few days after they’ve received their order.
Segment: All users
Strategy: Offer incentives to your customers and those to whom they refer your products. Incentives offered might be a discount percentage, a free sample of your new product, or loyalty points.
Then, promote your referral programs across various channels, from your website to emails to social media accounts.
KPIs to track: Referral rate, conversion rate
Ready to revamp your customer journey?

The expectations and behaviors of beauty consumers have fundamentally changed. To maximize customer loyalty and sales, brands should dive into their customer data to understand what customers need and expect.
You’ll then be able to leverage those insights and technology to connect with customers and deliver seamless, personalized shopping experiences.
Interested in enhancing your customer journey? Get in touch.
What is customer journey orchestration?
Customer journey orchestration refers to the process of designing and delivering a seamless, personalized experience for customers across all touchpoints and interactions with a brand.
It involves leveraging data and technology to understand and anticipate customers’ needs and preferences. You can then deliver relevant and timely messages, content, and experiences to result in conversions and acquisition.
Why is the customer journey important?
The customer journey is important because it analyzes how your prospective and current customers interact with your brand at each touch point.
By mapping out the customer journey, companies will gain insights into customer behavior and help identify any pain points or opportunities for improvement.
How do you orchestrate a customer journey?
To orchestrate a customer journey, you need to map out and identify how and where your customers come from.
Based on your understanding of your customer journey and personas, you can then develop a strategy and use a platform like Insider One to deliver personalized and engaging experiences to customers at each touchpoint
Find inspiration for your company’s customer journey orchestration using the strategies within this article.
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							set: function(value) {
								hbspt._wpCreateForm = value;
								while (hbspt._wpFormsQueue.length) {
									var formDef = hbspt._wpFormsQueue.shift();
									if (!document.currentScript) {
										var formScriptId = 'leadin-forms-v2-js';
										hubspot.utils.currentScript = document.getElementById(formScriptId);
									}
									hbspt._wpCreateForm.call(hbspt.forms, formDef);
								}
							},
						});
					}
				})();
			</script>
					<style>
				.e-con.e-parent:nth-of-type(n+4):not(.e-lazyloaded):not(.e-no-lazyload),
				.e-con.e-parent:nth-of-type(n+4):not(.e-lazyloaded):not(.e-no-lazyload) * {
					background-image: none !important;
				}
				@media screen and (max-height: 1024px) {
					.e-con.e-parent:nth-of-type(n+3):not(.e-lazyloaded):not(.e-no-lazyload),
					.e-con.e-parent:nth-of-type(n+3):not(.e-lazyloaded):not(.e-no-lazyload) * {
						background-image: none !important;
					}
				}
				@media screen and (max-height: 640px) {
					.e-con.e-parent:nth-of-type(n+2):not(.e-lazyloaded):not(.e-no-lazyload),
					.e-con.e-parent:nth-of-type(n+2):not(.e-lazyloaded):not(.e-no-lazyload) * {
						background-image: none !important;
					}
				}
			</style>
			    <script>
        /*WebFontConfig = {
            google: { families: [ 'Figtree:400,700&display=swap' ] }
        };
        (function(d) {
            var wf = d.createElement('script'), s = d.scripts[0];
            wf.src = 'https://ajax.googleapis.com/ajax/libs/webfont/1/webfont.js';
            wf.async = true;
            s.parentNode.insertBefore(wf, s);
        })(document);*/
    </script>
    		<style id="wp-custom-css">
			.insiderone-generic-event-who-should-attend-container .attend-area {
    column-gap: 25px;
}
.insiderone-generic-event-who-should-attend-container .attend-area > div {
    flex: calc(50% - 25px) !important;
}
.insiderone-generic-event-hero-banner-container .insiderone-generic-event-hero-banner-content .insiderone-generic-event-hero-banner-content-right .insiderone-generic-event-hero-banner-form .actions input {
	justify-content:center;
}

.insiderone-generic-event-hero-banner-container .insiderone-generic-event-hero-banner-content .insiderone-generic-event-hero-banner-content-right .insiderone-generic-event-hero-banner-form label {
    display: flex;
    align-items: center;
}
li.hs-form-checkbox span {
    margin-left: 10px !important;
}


/* Need this fixes to add the widget files */
.insiderone-ghs-hero-banner-container .hs-fieldtype-checkbox.field.hs-form-field label {
    display: flex !important;
}
.insiderone-ghs-hero-banner-container .hs-fieldtype-checkbox.field.hs-form-field li.hs-form-checkbox label {
    display: flex !important;
    align-items: center !important;
}
.insiderone-ghs-hero-banner-container .hs-fieldtype-checkbox.field.hs-form-field li.hs-form-checkbox span {
    margin-left: 10px;
}

.insiderone-ghs-hero-banner-content img[src=''] {
    display: none;
}
.insiderone-ghs-hero-banner-form-inner .hs_submit.hs-submit input {
justify-content: center;
}


.speaker-featured-left-right .speaker-featured-image-container, .speaker-featured-no-bio-left-right .speaker-featured-image-container {
    justify-content: center !important;
}
.speaker-featured-image-container img {
    height: 100% !important;
    width: auto !important;
}
.speaker-featured-image-container, .speaker-featured-no-bio-image-container {
    align-items: initial !important;
}

.speaker-featured-image-container, .speaker-featured-no-bio-image-container {
    width: 344px;
}
.speaker-featured-left-right-container, .speaker-featured-no-bio-left-right-container {
        justify-content: space-between;

}
.insiderone-gmc-speaker-list-item-img {
    aspect-ratio: 304 / 344;
    position: relative;
}
.insiderone-gmc-speaker-list-item-img img {
    position: absolute;
    bottom: 0;
}
/* Need this fixes to add the widget files */








.single-news-latest-posts .post .post-title h5{
	height: 90px!important;
}

.migration-lab-reviews{
	    background-repeat: no-repeat;
    background-size: cover;
}


/* EVENT QUICKFIXES */

	.insiderone-ghs-speaker-list-item-img img{
	width: 100%;
}


@media only screen and (max-width:767px){
	.insiderone-ghs-hero-banner-container .insiderone-ghs-bottom-logos .logo_items{
		width: 50%;
	}
}

/* EVENT QUICKFIXES */



.homepage-logo-reel-row, .homepage-hero-logo-reel{
	height: 35px;
}

.homepage-core-differentiators-body-item-media img{
	pointer-events:none;
}

@media only screen and (max-width:767px){
	.wt-cli-cookie-bar-container{
		position: absolute;
		z-index: 999999999999;
	}
	.wt-cli-cookie-bar-container h5{
		margin-top: 2vw!important;
	}
}

.cli-bar-message a{
	color:#50E9C3;
}
	
main.flexible-layout{
	overflow-x:hidden;
}

a#wt-cli-accept-all-btn, a#wt-cli-accept-btn{
	display: flex;
    justify-content: center;
    align-items: center;
}



.cli-bar-btn_container{
	margin-top: 10px;
}

#wt-cli-accept-all-btn{
	font-weight: 800!important;
}

a#wt-cli-reject-btn, a#wt-cli-accept-btn{
	font-weight: 400!important;
}

.headbackground .post-head-container .post-info-container h2{
	color: #F8F8F8
}

body:has(.footer-light) .footer-newsletter-select2-dropdown .select2-results__option {
    color: #261a28 !important;
}

@media only screen and (min-width: 1201px) and (max-width: 1439px) {
    .homepage-hero-content h1 {
        font-size: 30px;
    }
}

.footer-badges .badge{
	width: 64px;
	height: 64px;
}

.footer-badges .badge img{
	width: 100%;
}

@media screen and (min-width:1024px){
	.header-menu-list{
	overflow-x:hidden;
}
}

@media only screen and (min-width: 320px) and (max-width: 767px) {
    .header.header-insiderone .header-banner a {
        font-size: 3vw;
    }
}

@media only screen and (max-width:768px){
	
	.header-menu-item-lang.show svg {
    transform: rotate(180deg);
    transition: all 0.3s 
ease-in;
}

.header-menu-item-lang.show{
    transition: all 0.3s 
ease-in;
}
.header-menu-item-lang-list {
    position: relative;
}
	
	
	@media screen and (min-width:768px){
		.cli-bar-container.cli-style-v2 .cli-bar-message{
	font-size:10px!important;
	}
}	

	.cli-bar-btn_container{
		display: flex!important;
	}

	
.cli-bar-btn_container a{
		font-size:3vw!important;
		width:30%!important;
		padding:2vw!important;
		display:flex!important;
		justify-content:center!important;
		align-items:center!important;
	}
	#wt-cli-cookie-banner .cli-bar-container  .cli-bar-message{
		font-size:2.5vw!important;
		height: 30vw;
		overflow-y: scroll;
		-ms-overflow-style: none;
		scrollbar-width: none;
	}
	#wt-cli-cookie-banner .cli-bar-container  .cli-bar-message::::-webkit-scrollbar {
    display: none;
}

}

#resources-post-slider{
	display:none;
}



.cli-bar-message {
	width:100%; 
}
.cli-tab-section {
    padding: 0 2px;
}
.cli-switch input:checked + .cli-slider {
    background-color: #EEE;
}
.cli-tab-footer .wt-cli-privacy-accept-btn {
    background-color: #50E9C3;
    color: #261A28;
    font-weight: 500;
    font-size: 16px;
}
.cli-tab-header {
    border-radius: 10px;
    background: var(--Light-Third-Card, radial-gradient(74.99% 100% at 0% 25.01%, rgba(244, 72, 43, 0.03) 0%, rgba(244, 72, 43, 0.00) 75%), radial-gradient(114.73% 141.42% at 100% 100%, rgba(244, 72, 43, 0.03) 0%, rgba(244, 72, 43, 0.00) 75%), linear-gradient(0deg, rgba(255, 255, 255, 0.70) 0%, rgba(255, 255, 255, 0.70) 100%), rgba(239, 235, 228, 0.70));
    box-shadow: 0 0 0 1px var(--Shadow-Dark-M, rgba(38, 26, 40, 0.10));
}
.cli-modal-content.cli-bar-popup {
	border-radius: var(--Radius-2XL, 32px);
background: var(--Light-Second-Card, radial-gradient(74.99% 100% at 0% 25.01%, rgba(244, 72, 43, 0.03) 0%, rgba(244, 72, 43, 0.00) 75%), radial-gradient(114.73% 141.42% at 100% 100%, rgba(244, 72, 43, 0.03) 0%, rgba(244, 72, 43, 0.00) 100%), linear-gradient(0deg, rgba(255, 255, 255, 0.45) 0%, rgba(255, 255, 255, 7) 100%), rgba(239, 235, 228, 1));

/* Surface Shadow/M */
box-shadow: 0 6px 6px -3px var(--Shadow-Dark-S, rgba(38, 26, 40, 0.05)), 0 3px 3px -1.5px var(--Shadow-Dark-S, rgba(38, 26, 40, 0.05)), 0 1px 1px -0.5px var(--Shadow-Dark-S, rgba(38, 26, 40, 0.05)), 0 0 0 1px var(--Shadow-Dark-M, rgba(38, 26, 40, 0.10));
}

a#wt-cli-reject-btn, a#wt-cli-accept-btn {
	border-radius: var(--Radius-Curve, 3600px);
    background: var(--Surface-Dark, #FAFAFA);
    box-shadow: 0 0 0 1px var(--Shadow-Dark-M, rgba(38, 26, 40, 0.10));
}
div#cookie-law-info-bar {
    max-width: 920px;
    left: 50%;
    transform: translateX(-50%);
}
.cli-bar-btn_container {
    display: flex;
    gap: 8px;
}
a#wt-cli-accept-all-btn,a#wt-cli-accept-btn {
    margin-left: 0 !important;
    margin-right: 0 !important;
}
a#wt-cli-settings-btn {
    border: none !important;
    padding: 0;
}
@media screen and (max-width:768px) {
	a#wt-cli-accept-all-btn {
    width: 100%;
}
	.cli-bar-btn_container {
    display: flex;
    flex-wrap: wrap;
    text-align: center;
    justify-content: space-between;
}
a#wt-cli-reject-btn, a#wt-cli-accept-btn {
    width: 48%;
	
}
}








a.insiderone-grid-slider-right-arrow.swiper-button-disabled,a.nav-next.swiper-button-disabled {
    filter: brightness(0.9);
}

	.homepage-case-study-body-item-content-start .number {
    text-transform: uppercase;
}

.insiderone-text-with-image-details a:hover svg path {
    stroke: #E92E2F;
    transition: none;
}

.insiderone-text-with-image-details a:hover {
    color: #E92E2F;
    transition: none;
}
.insiderone-partner-listing-container .insiderone-partner-listing-container-integration-link svg {
    width: 16px;
}


.insiderone-icon-cards-grid-item-title h3 {
    font-family: 'Figtree' !important;
    line-height: 40px !important;
}

a.insiderone-text-with-image-rows-item-cta-link:hover svg.btn-arrow path {
    stroke: #E92E2F;
}

a.insiderone-text-with-image-rows-item-cta-link:hover span {
    color: #E92E2F;
}

.insiderone-faq-container .insiderone-faq-title {
	opacity:1;
}

.insiderone-faq-container .insiderone-faq-item .insiderone-faq-question .insiderone-faq-question-icon {
    background-image: url(https://insiderone.com/assets/media/2025/10/down.svg);
}

@media screen and (min-width: 1440px) {
    .insiderone-hero-banner-container {
        background-position-y: bottom;
    }
}



@media screen and (min-width: 1024px) {
	
	.insiderone-hero-banner-container .insiderone-hero-banner-content .insiderone-hero-banner-content-right .insiderone-hero-banner-form {
		padding:20px !important
	}
	@media screen and (min-width: 768px) {
    .insiderone-hero-banner-container .insiderone-hero-banner-content {
        gap: 80px;
    }
}
    .insiderone-report-tabs-container .insiderone-report-tabs-nav .insiderone-report-tabs-nav-item {
        padding: 12px 0;
        line-height: 16px;
    }
}

.insiderone-locations-slider-slides .swiper-slide {
    /*margin-right: 24px !important;*/
}

.homepage-case-study {
    background: linear-gradient(180deg, #efebe4, #fafafa);
}


.insiderone-complex-reel-container-wrap .insiderone-complex-reel-container-widget-title-wrap h2 {
    font-family: 'Red Hat Display' !important;
}

.insiderone-text-with-image-container .insiderone-text-with-image-description p,.insiderone-text-with-image-text p {
	    font-family: "Figtree", sans-serif !important;

}


.insiderone-hero-banner-content-buttons a.inso-btn-transparent:hover {
    color: #F4482B;
}


.insiderone-simple-testimonial-inner-container a {
    transition: 0.4s;
}

.insiderone-simple-testimonial-inner-container a:hover {
    color: #F4482B;
    transition: 0.4s;
}

.insiderone-comparison-general-container.mobile-cloned {
    padding: 0;
    background: transparent;
}
.insiderone-report-card-cta-main-container a:hover svg path,.insiderone-rich-text-button-section a.inso-btn-transparent:hover svg path,.insiderone-locations-slider-item-content a:hover svg path,.insiderone-icon-cards-container .insiderone-icon-cards-button-group .inso-btn:not(.inso-btn-primary):hover svg path {
	stroke:#E92E2F;
}
.homepage-insider-one-ai-body-content-item a:hover {
    color: #E92E2F;
}
 
.insiderone-glossy-metrics_wrapper h2 {
    font-weight: 400 !important;
}

.insiderone-icon-cards-button-group a:last-child,.insiderone-complex-reel-container-wrap .btn svg path {
		transition:all .2s ease-in-out;

}

a.insiderone-partner-listing-container-integration-link:hover:after, .insiderone-icon-cards-grid a:hover:after,.insiderone-partner-listing-container .insiderone-partner-listing-container-integration-link:hover:after {
    content: "";
filter:brightness(0) saturate(100%) invert(38%) sepia(79%) saturate(2904%) hue-rotate(344deg) brightness(97%) contrast(98%);
}

@media screen and (max-width: 1024px) {
    .insiderone-text-with-image-container .insiderone-text-with-image-visual {
        max-height: fit-content !important;
    }
}

.insiderone-testimonials-slider-middle img[src=""] {
    display: none;
}


@media screen and (max-width: 1023px) {
	.homepage-insider-one-ai-slide-item-content-start h3 {
    color: #261A28 !important;
}
    .insiderone-text-with-image-rows-container .insiderone-text-with-image-rows-content .insiderone-text-with-image-rows-right .insiderone-text-with-image-rows-text-panel .insiderone-text-with-image-rows-item-image img {
        height: auto;
    }
	

.insiderone-text-over-image-container:after {
    z-index: 3 !important;
}



@media screen and (max-width:768px) {
	
		.homepage-case-study-body-item-content-start .number {
		        font-size: 56px !important;

}
	
	.homepage-case-study-body-item-content-end img {
    height: 96px !important;
}
	
	.insiderone-hero-banner-container:not(.insiderone-hero-banner-container.case) {
    padding: 144px 0 32px 0 !important;
}
	a.insiderone-report-tabs-nav-item {
    white-space: pre-line !important;
}
	.comparison-ratings .brand-mobile {
    width: 100px !important;
}
}		</style>
		
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                        <h1 class="post-title">The Marketer’s Guide to Customer Journey Orchestration</h1>


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                                <p>Customer journey orchestration in the beauty industry is a skill that has become increasingly complicated; consumers are savvier and have higher expectations than ever before.</p>
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                                    <p class="author-info"><span class="authname"><a href="https://insiderone.com/author/christopher-baldwin/">Chris Baldwin</a></span><span class="hipen"> - </span>VP Marketing, Brand and Communications</p>
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                                        20 min.                                    </p>
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                                                                <!--<p><span>Published</span> on </p>-->
                                <p><strong>Updated</strong> on 24 Feb 2026</p>

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                                        20 min.                                    </p>


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                                    <h4 class="sidebar-heading">Table of Contents</h4>
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                            <div class="table-of-contents-accordion"><ul><li class="parent-level-item"><a href="#complex-omnichannel-customer-journeys">Complex omnichannel customer journeys</a><li class="parent-level-item"><a href="#consumer-behaviors-in-the-beauty-industry">Consumer behaviors in the beauty industry</a><ul><li><a href="#1-online-shopping-dominates-beauty-purchases">1. Online shopping dominates beauty purchases</a></li><li><a href="#2-social-media-drives-product-discovery-and-decisions">2. Social media drives product discovery and decisions</a></li><li><a href="#3-influencers-and-online-reviews-shape-purchasing-behavior">3. Influencers and online reviews shape purchasing behavior</a></li><li><a href="#4-personalization-is-now-expected-at-every-touchpoint">4. Personalization is now expected at every touchpoint</a></li></ul></li><li class="parent-level-item"><a href="#personalized-customer-journey-orchestration-in-the-beauty-industry">Personalized customer journey orchestration in the beauty industry</a><li class="parent-level-item"><a href="#what-are-behavioral-segments">What are behavioral segments?</a><li class="parent-level-item"><a href="#product-discovery-funnel-in-beauty">Product discovery funnel in beauty</a><ul><li><a href="#improve-click-through-rate-from-the-homepage-to-product-pages">Improve click-through rate from the homepage to product pages</a></li><li><a href="#improve-click-through-rate-from-product-page-to-cart-page">Improve click-through rate from product page to cart page</a></li><li><a href="#purchase-replenishment-funnel-in-beauty">Purchase/replenishment funnel in beauty</a></li></ul></li><li class="parent-level-item"><a href="#offer-strong-incentives-to-convert-first-time-customers">Offer strong incentives to convert first-time customers </a><li class="parent-level-item"><a href="#loyalty-program-funnel-in-the-beauty-industry">Loyalty program funnel in the beauty industry</a><ul><li><a href="#target-loyalty-program-registration-abandoners">Target loyalty program registration abandoners</a></li><li><a href="#target-loyalty-program-registration-abandoners-1">Target loyalty program registration abandoners</a></li></ul></li><li class="parent-level-item"><a href="#improve-post-purchase-experience-to-build-long-lasting-relationships">Improve post-purchase experience to build long-lasting relationships </a><ul><li><a href="#account-sign-up-funnel-in-beauty">Account sign-up funnel in beauty</a></li></ul></li><li class="parent-level-item"><a href="#tweak-the-registration-page-and-get-more-registrations">Tweak the registration page and get more registrations </a><li class="parent-level-item"><a href="#lead-collection-funnel-in-the-beauty-industry">Lead collection funnel in the beauty industry</a><ul><li><a href="#increase-lead-collection-via-gamified-templates">Increase lead collection via gamified templates</a></li></ul></li><li class="parent-level-item"><a href="#mobile-app-download-funnel-in-the-beauty-industry">Mobile App download funnel in the beauty industry</a><ul><li><a href="#increase-mobile-app-downloads-from-mobile-web">Increase mobile app downloads from Mobile Web</a></li></ul></li><li class="parent-level-item"><a href="#referral-funnel-in-the-beauty-industry">Referral funnel in the beauty industry</a><ul><li><a href="#create-incentives-for-customers-to-encourage-referrals">Create incentives for customers to encourage referrals</a></li></ul></li><li class="parent-level-item"><a href="#ready-to-revamp-your-customer-journey">Ready to revamp your customer journey? </a><li class="parent-level-item"><a href="#customer-journey-orchestration-faqs">Customer Journey Orchestration FAQs</a></li></ul></div>                            <div class="social-links-container">
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<?xml encoding="utf-8" ?><html><body><p>In the past, customers found and tried new items in brick-and-mortar stores, but now they discover and evaluate products online. They follow Instagram beauty influencers, watch TikTok and Youtube review videos, and look for video testimonials in Facebook groups.&nbsp;</p>



<p>They expect brands to offer product finders, online trial apps, and virtual makeup rooms on the website. They also expect personalized&nbsp;<a href="https://insiderone.com/ios-and-safari-push-notifications/" target="_blank" rel="noreferrer noopener">push notifications</a>&nbsp;and suggestions in line with their buying habits.</p>



<p>With so many options out there, customers have zero tolerance for bad shopping experiences. This means brands have to dig deeper into their consumer data to clearly understand their customer: behaviors, what consumers actually want, and what makes them excited to buy.</p>



<p>Brands then need to leverage those insights to orchestrate personalized customer journeys&nbsp;<em>and&nbsp;</em>develop strategies to acquire customers at&nbsp;<a href="https://insiderone.com/orchestrate/" target="_blank" rel="noreferrer noopener">every touchpoint of these journeys</a>.</p>



<p>To help you get started, we&rsquo;ve created this comprehensive guide on customer journey orchestration in the&nbsp;<a href="https://insiderone.com/the-state-of-beauty-and-cosmetics-in-2021/" target="_blank" rel="noreferrer noopener">beauty industry</a>. We want to get right into it, but before we do, you first need to know about&nbsp;<a href="https://insiderone.com/omnichannel-marketing-platform/" target="_blank" rel="noreferrer noopener">omnichannel customer journeys</a>.&nbsp;This will help to understand how&nbsp;<a href="https://insiderone.com/beauty-industrys-digital-transformation-with-loreal/" target="_blank" rel="noreferrer noopener">modern shopping experiences</a>&nbsp;have changed and help you build out your customer journey map.</p>



<h2 class="wp-block-heading" id="complex-omnichannel-customer-journeys">Complex omnichannel customer journeys</h2>



<p>&lsquo;Customer journey&rsquo; refers to the path that takes a shopper from:</p>



<p><strong>Not knowing a product &gt; Purchasing &gt; Becoming a loyal customer</strong></p>



<p>It lays out all touchpoints that your customer may have with your brand before, during, and after the experience of that product. Your growth starts with understanding <a href="https://insiderone.com/meet-architect-ai-backed-customer-journey-automation/" target="_blank" rel="noreferrer noopener">customer journey</a> marketing with your brand.&nbsp;</p>



<p>Insider One research into traditional customer journeys shows that all customers follow a similar, simple path:</p>



<ul class="wp-block-list">
<li><strong>Awareness:</strong> &ldquo;Hey, my friend just told me about this product.&rdquo;</li>



<li><strong>Research:</strong> &ldquo;Looks awesome but a bit expensive. Is there any better alternative out there?&rdquo;</li>



<li><strong>Consideration:</strong> &ldquo;Hmm, I think I&rsquo;ll buy this one.&rdquo;</li>



<li><strong>Purchase:</strong> &ldquo;Yay, I just made an order!&rdquo;</li>



<li><strong>Retention:</strong> &ldquo;I&rsquo;ll buy from this brand again.&rdquo;</li>
</ul>



<p>However, the modern customer journey is more complex, with numerous touchpoints and channels. It consists of highly connected, non-linear moments.&nbsp;</p>



<h4 class="wp-block-heading"><strong>Here&rsquo;s an example:</strong></h4>



<p><a href="https://insiderone.com/meet-architect/" target="_blank" rel="noreferrer noopener">Lisa</a> is a customer. Her best friend recommended an online cosmetic store, so she decided to check it out.</p>



<p>As she clicked through to the website, her first &ldquo;recordable&rdquo; entry into the <a href="https://insiderone.com/individualize/journey-orchestration/" target="_blank" rel="noreferrer noopener">customer journey </a>began. While browsing lipstick products, she became distracted, abandoned her cart, and left. An hour later, she got a <a href="https://insiderone.com/web-push-is-finally-coming-to-ios-and-ipad/" target="_blank" rel="noreferrer noopener">Web Push</a>.&nbsp;</p>



<p>Later, an email arrived and reminded her that she had left something in their cart. But she was on her way home, so she ignored the email. That evening, a targeted Facebook ad gave her the final prompt she needed. She read the comments, felt excited, and decided to buy.&nbsp;</p>



<p>Lisa loved the lipstick so much that she began buying exclusively from this store. She even shared her positive experience with her friends and colleagues.</p>



<p>As you can see, consumers don&rsquo;t always buy on the first visit to a website. They now rely on brand awareness, research, and recommendations <a href="https://insiderone.com/cross-channel-marketing/" target="_blank" rel="noreferrer noopener">across multiple channels</a>, before making a purchase.&nbsp;</p>



<p>They also don&rsquo;t necessarily engage with all the journey touchpoints offered to them before finalizing their decision to buy.</p>



<p><strong>To keep up with changes in customer behaviors and maximize ongoing sales, brands should move from traditional customer journey marketing to the customer loyalty loop.&nbsp;</strong></p>



<p>In the book, <a href="https://www.amazon.com/Customer-Loyalty-Loop-Experiences-Impressions/dp/1632650665" target="_blank" rel="noreferrer noopener">The Customer Lo</a><a href="https://www.amazon.com/Customer-Loyalty-Loop-Experiences-Impressions/dp/1632650665" target="_blank" rel="noreferrer noopener nofollow">yalty Loop: The Science Behind Creating Great Experiences and Lasting Impressions</a>, author Noah Fleming defined the customer loyalty loop as &ldquo;an updated view of the traditional customer lifecycle model, applied to the entire customer experience and the individual customers within it.&rdquo;</p>



<p>&nbsp;Here&rsquo;s a good model of what the customer loyalty loop looks like:</p>


<div class="wp-block-image">
<figure class="aligncenter size-full"><img fetchpriority="high" decoding="async" width="970" height="535" src="https://insiderone.com/assets/media/2021/08/customer-journey-marketing-1.png" alt="Lifecycle milestones of a beauty industry customer loyalty loop" class="wp-image-77845" srcset="https://insiderone.com/assets/media/2021/08/customer-journey-marketing-1.png 970w, https://insiderone.com/assets/media/2021/08/customer-journey-marketing-1-300x165.png 300w, https://insiderone.com/assets/media/2021/08/customer-journey-marketing-1-768x424.png 768w" sizes="(max-width: 970px) 100vw, 970px" /><figcaption class="wp-element-caption"><br></figcaption></figure></div>


<p>In this model, lifecycle milestones outline every customer&rsquo;s lifetime journey with your brand on their way to becoming a loyal and high-value customer. These milestones determine your customer lifecycle stage segments.</p>



<p>When you&rsquo;ve orchestrated a<a href="https://insiderone.com/individualize/journey-orchestration/" target="_blank" rel="noreferrer noopener"> customer journey</a>, you can see the big picture: where a given customer is at any stage&mdash;what they want, what they&rsquo;re interested in, what they hope to get from you, and how likely they are to buy from you.&nbsp;</p>



<p>Then, you can set up the right messages for each channel based on a customer&rsquo;s lifecycle status.&nbsp;</p>



<h2 class="wp-block-heading" id="consumer-behaviors-in-the-beauty-industry">Consumer behaviors in the beauty industry</h2>



<p>Understanding how beauty consumers shop today is essential for orchestrating effective customer journeys. Here are the most important trends to consider:</p>


<div class="wp-block-image">
<figure class="aligncenter size-full"><img decoding="async" width="970" height="534" src="https://insiderone.com/assets/media/2021/08/customer-journey-marketing-2.png" alt="Lifecycle milestones for a beauty industry customer&rsquo;s shopping journey" class="wp-image-77875" srcset="https://insiderone.com/assets/media/2021/08/customer-journey-marketing-2.png 970w, https://insiderone.com/assets/media/2021/08/customer-journey-marketing-2-300x165.png 300w, https://insiderone.com/assets/media/2021/08/customer-journey-marketing-2-768x423.png 768w" sizes="(max-width: 970px) 100vw, 970px" /></figure></div>


<h3 class="wp-block-heading" id="1-online-shopping-dominates-beauty-purchases"><strong>1. Online shopping dominates beauty purchases</strong><br></h3>



<p>The shift from in-store to online buying continues to accelerate. In 2025, <strong><a href="https://zipdo.co/marketing-in-the-beauty-industry-statistics/" target="_blank" rel="noreferrer noopener">63%</a> of beauty consumers prefer purchasing products online</strong>, up significantly from pre-pandemic levels. This trend is particularly strong among younger shoppers, who increasingly rely on digital channels for discovery, research, and purchases.</p>



<h3 class="wp-block-heading" id="2-social-media-drives-product-discovery-and-decisions"><strong>2. Social media drives product discovery and decisions</strong></h3>



<p>Beauty consumers increasingly turn to social platforms for inspiration and research. <strong><a href="https://zipdo.co/marketing-in-the-beauty-industry-statistics/">55%</a> of consumers say social media influences their choice of beauty products</strong>, while <strong><a href="https://wifitalents.com/customer-experience-in-the-beauty-industry-statistics/#:~:text=contactless%20payment%20options-,69%25,-of%20consumers%20use" target="_blank" rel="noreferrer noopener">69%</a> actively use social media to discover new products</strong>. Platforms like Instagram and TikTok are critical for reaching younger audiences, with 70% of millennials using Instagram as a primary discovery channel.</p>



<h3 class="wp-block-heading" id="3-influencers-and-online-reviews-shape-purchasing-behavior"><strong>3. Influencers and online reviews shape purchasing behavior</strong></h3>



<p>Recommendations matter more than ever. <strong><a href="https://www.gcimagazine.com/consumers-markets/news/22936010/consumer-survey-how-gen-z-and-new-technologies-are-reshaping-beauty-shopping-trends?utm_source=chatgpt.com#:~:text=older%20generations.%20Additionally%2C-,62%25%20of%20Gen%20Z%20beauty,-shoppers%20discovered%20a" target="_blank" rel="noreferrer noopener">62% </a>of Gen Z shoppers discovered and purchased a product via social media</strong> in the past year, and <strong><a href="https://zipdo.co/marketing-in-the-beauty-industry-statistics/#:~:text=beauty%20products%20online-,78%25,-of%20beauty%20brands" target="_blank" rel="noreferrer noopener">78%</a> of consumers are influenced by online reviews and recommendations</strong> when deciding what to buy. Leveraging influencers and authentic user-generated content is therefore key to driving conversions.</p>



<h3 class="wp-block-heading" id="4-personalization-is-now-expected-at-every-touchpoint"><strong>4. Personalization is now expected at every touchpoint</strong></h3>



<p>Beauty consumers increasingly expect recommendations tailored to their needs and seamless experiences across channels.<a href="https://zipdo.co/marketing-in-the-beauty-industry-statistics/" target="_blank" rel="noreferrer noopener"> <strong>55&ndash;65%</strong></a><strong> of shoppers report that personalized product suggestions influence their purchase decisions</strong>, while <strong><a href="https://gitnux.org/customer-experience-in-the-cosmetics-industry-statistics/" target="_blank" rel="noreferrer noopener">65% </a>say that unified, personalized experiences make them more likely to repurchase</strong>. Delivering relevant, context-aware messaging is no longer optional&mdash;it&rsquo;s essential for driving loyalty and conversions.</p>



<h2 class="wp-block-heading" id="personalized-customer-journey-orchestration-in-the-beauty-industry">Personalized customer journey orchestration in the beauty industry</h2>



<p>A personalized customer journey is tailored to the needs of specific customers. It&rsquo;s intended to help customers get exactly what they want.</p>



<p><strong>A thoughtful, personalized customer journey captures not only a one-time purchase but also builds the foundation for future purchases.</strong></p>



<p>To create a personalized customer journey, you need to put yourself in your customers&rsquo; shoes and think critically about how they decide what to buy. Then, divide your target customers into different segments based on their behaviors.</p>



<p>One way to make this process easier is by evaluating the lifecycle milestones of the customer loyalty loop. At each lifecycle milestone, brands should optimize important immediate conversion funnels.</p>


<div class="wp-block-image">
<figure class="aligncenter size-full"><img decoding="async" width="970" height="534" src="https://insiderone.com/assets/media/2021/08/customer-journey-marketing-3.png" alt="Immediate conversion funnels for beauty industry omnichannel experiences using Insider One solutions" class="wp-image-77893" srcset="https://insiderone.com/assets/media/2021/08/customer-journey-marketing-3.png 970w, https://insiderone.com/assets/media/2021/08/customer-journey-marketing-3-300x165.png 300w, https://insiderone.com/assets/media/2021/08/customer-journey-marketing-3-768x423.png 768w" sizes="(max-width: 970px) 100vw, 970px" /></figure></div>


<p>Conversion funnels are the specific destinations you&rsquo;re trying to drive your customers towards. They might be product discovery, account sign-ups, newsletter subscriptions, or the purchase itself. These conversion funnels determine behavioral segments.</p>



<p><strong>Know more about <a href="https://insiderone.com/customer-journey-analytics-software/" target="_blank" rel="noreferrer noopener">customer journey analytics software</a>!</strong></p>



<h2 class="wp-block-heading" id="what-are-behavioral-segments">What are behavioral segments?</h2>



<p>A behavioral segment is a group of customers clustered together by one behavioral trait, for example, purchase history. You can create behavioral segments by using behavioral <a href="https://insiderone.com/marketing-segmentation/" target="_blank" rel="noreferrer noopener">market segmentation</a>.&nbsp;</p>


<div class="wp-block-image">
<figure class="aligncenter size-full"><img loading="lazy" decoding="async" width="970" height="534" src="https://insiderone.com/assets/media/2021/08/customer-journey-marketing-4.png" alt="" class="wp-image-77913" srcset="https://insiderone.com/assets/media/2021/08/customer-journey-marketing-4.png 970w, https://insiderone.com/assets/media/2021/08/customer-journey-marketing-4-300x165.png 300w, https://insiderone.com/assets/media/2021/08/customer-journey-marketing-4-768x423.png 768w" sizes="(max-width: 970px) 100vw, 970px" /></figure></div>


<p>Behavioral segmentation refers to the practice of identifying and grouping customers based primarily on their online browsing and decision-making patterns. It&rsquo;s dynamic, ad-hoc, and adaptive as it depends on constantly changing variables.</p>



<p>Below are four common examples of behavioral segmentation:</p>



<ol class="wp-block-list">
<li><strong>Page view history:</strong> What pages customers visit and where they spend a lot of their time.</li>



<li><strong>Purchase history:</strong> What customers have purchased and when they made those purchases.</li>



<li><strong>Videos watched: </strong>What types of videos they watched, and how many times they watched those videos?</li>



<li><strong>Benefits sought: </strong>Why customers buy a particular product, for example, based on quality, usage, or a specific feature.</li>
</ol>



<p>Once you define behavioral segments, you can combine them with the customer journey to develop a plan to convert those segments into loyal customers.&nbsp;</p>



<h2 class="wp-block-heading" id="product-discovery-funnel-in-beauty">Product discovery funnel in beauty</h2>



<p>A product discovery funnel aims to provide customers with clear information about products, establish trust, and speed up the path to purchase.</p>


<div class="wp-block-image">
<figure class="aligncenter size-full"><img loading="lazy" decoding="async" width="970" height="534" src="https://insiderone.com/assets/media/2021/08/customer-journey-marketing-5.png" alt="" class="wp-image-77931" srcset="https://insiderone.com/assets/media/2021/08/customer-journey-marketing-5.png 970w, https://insiderone.com/assets/media/2021/08/customer-journey-marketing-5-300x165.png 300w, https://insiderone.com/assets/media/2021/08/customer-journey-marketing-5-768x423.png 768w" sizes="(max-width: 970px) 100vw, 970px" /></figure></div>


<p>When creating this funnel, you should minimize the number of clicks and searches shoppers need to take to find the right products.&nbsp;</p>



<p>Also, keep customers&rsquo; personal demographics and preferences in mind&mdash;skin type, tone, preferred ingredients&mdash;to avoid alerting them to products they&rsquo;re not interested in.&nbsp;</p>



<p><strong>You can use the following strategy to increase product awareness:</strong></p>



<h3 class="wp-block-heading" id="improve-click-through-rate-from-the-homepage-to-product-pages">Improve click-through rate from the homepage to product pages</h3>



<p>Tap on behaviors that customers are familiar with from social media channels to drive fun and effective product discovery with <a href="https://insiderone.com/instory-product-discovery-solution/" target="_blank" rel="noreferrer noopener">InStory</a>, an immersive Instagram-like experience for Mobile Web.</p>



<p>Using InStory, you can quickly and easily share campaigns, products, and collections in story form, based on each user&rsquo;s needs and interests, to maximize the value of every precious pixel.</p>



<p><strong>Segment: </strong>All customers.<br></p>



<p><strong>Strategy: </strong>Showcase bestsellers, celebrity product lines, sale items, last-minute</p>



<p>deals, customer stories, news updates, influencer diaries, or other noteworthy</p>



<p>products from the collection with clickable InStory placements at the top of the</p>



<p>homepage.&nbsp;</p>



<p>You can also create personalized stories based on customers&rsquo; preferences to offer relevant recommendations as soon as they land on your mobile website homepage.<br><br><strong>KPIs to track: </strong>Click-through rate (<a href="https://insiderone.com/glossary/click-through-rate/" target="_blank" rel="noreferrer noopener">CTR</a>)</p>


<div class="wp-block-image">
<figure class="aligncenter size-full"><img loading="lazy" decoding="async" width="326" height="655" src="https://insiderone.com/assets/media/2021/12/7.gif" alt="Story-form based beauty content using InStory by Insider One" class="wp-image-64550"></figure></div>


<h3 class="wp-block-heading" id="improve-click-through-rate-from-product-page-to-cart-page">Improve click-through rate from product page to cart page</h3>



<p>On average, it takes 5 clicks, 3 searches, and 5 filters for customers to find what they&rsquo;re looking for on the mobile web. But not everyone has the time&mdash;or patience&mdash;to go through that many steps.&nbsp;</p>



<p>Since your users have already gone down the funnel searching for a single product, it makes sense to give them easy ways to discover other products.&nbsp;</p>



<p>One way to do that is to take advantage of Insider One&rsquo;s <a href="https://insiderone.com/individualize/discover/" target="_blank" rel="noreferrer noopener">Smart Recommender</a>, which is powered by artificial intelligence (AI) and data collected from users across platforms.&nbsp;</p>


<div class="wp-block-image">
<figure class="aligncenter size-full"><img loading="lazy" decoding="async" width="306" height="611" src="https://insiderone.com/assets/media/2021/08/customer-journey-marketing-7.png" alt="Improving conversions on beauty product with Insider One&rsquo;s SmartRecommender " class="wp-image-77950" srcset="https://insiderone.com/assets/media/2021/08/customer-journey-marketing-7.png 306w, https://insiderone.com/assets/media/2021/08/customer-journey-marketing-7-150x300.png 150w" sizes="(max-width: 306px) 100vw, 306px" /></figure></div>


<p><strong>Segment: </strong>All customers</p>



<p><strong>Strategy: </strong>On product pages, show <a href="https://insiderone.com/ebook/the-ultimate-guide-to-ai-powered-recommendations/" target="_blank" rel="noreferrer noopener">personalized product recommendations</a> below</p>



<p>the main section with product information.&nbsp;</p>



<p>Think about &ldquo;frequently bought together,&rdquo; &ldquo;you might also like,&rdquo; &ldquo;similar products,&rdquo;</p>



<p>&ldquo;similar categories,&rdquo; and &ldquo;previously viewed.&rdquo;</p>



<p>When you do that, you remove choice overload for customers and give them</p>



<p>products that fit their interests and demographics.</p>



<p><strong>KPIs to track: </strong>Add-to-cart rate, average order value (AOV)</p>



<h3 class="wp-block-heading" id="purchase-replenishment-funnel-in-beauty">Purchase/replenishment funnel in beauty</h3>



<p>Currently, products related to health and beauty have an eCommerce conversion rate of <a href="https://www.growcode.com/blog/ecommerce-conversion-rate/"><strong>3.08%</strong></a>. If your conversion rate is below this benchmark, you should review your purchase/replenishment funnel and optimize it. The key is to analyze conversion rates from one stage of the funnel to the next and figure out what drives customers to take action.</p>



<figure class="wp-block-image size-full"><img loading="lazy" decoding="async" width="970" height="534" src="https://insiderone.com/assets/media/2021/08/customer-journey-marketing-8.png" alt="A beauty industry purchase funnel example" class="wp-image-77959" srcset="https://insiderone.com/assets/media/2021/08/customer-journey-marketing-8.png 970w, https://insiderone.com/assets/media/2021/08/customer-journey-marketing-8-300x165.png 300w, https://insiderone.com/assets/media/2021/08/customer-journey-marketing-8-768x423.png 768w" sizes="(max-width: 970px) 100vw, 970px" /></figure>



<p>It&rsquo;s worth noting that beauty consumers are ultra-cautious and don&rsquo;t want to risk buying the wrong thing.&nbsp;</p>



<p>According to <a href="https://www.nosto.com/wp-content/uploads/beauty-skincare-consumer-report-2021.pdf" target="_blank" rel="noreferrer noopener nofollow">Nosto&rsquo;s</a> 2020 survey of 2,000 US and UK Gen Z and millennial consumers, <strong>56%</strong> agreed that, when shopping online, they tend to stick with brands or products they&rsquo;ve bought before rather than trying anything new. The figure increased to <strong>62%</strong> for female shoppers alone.&nbsp;</p>



<p>When revamping your purchase/replenishment funnel, you should develop specific strategies for first-time purchasers and repeat customers.&nbsp;</p>



<p><strong>You can use the following strategy to help convert first-time buyers:</strong></p>



<h2 class="wp-block-heading" id="offer-strong-incentives-to-convert-first-time-customers">Offer strong incentives to convert first-time customers&nbsp;</h2>



<p>To acquire new customers, a good tactic is to give them a compelling incentive for their first purchase and make this offer prominent across your website.</p>



<figure class="wp-block-image size-full"><img loading="lazy" decoding="async" width="970" height="534" src="https://insiderone.com/assets/media/2021/08/customer-journey-marketing-9.png" alt="Hero image incentive offer to convert first-time beauty customers" class="wp-image-77967" srcset="https://insiderone.com/assets/media/2021/08/customer-journey-marketing-9.png 970w, https://insiderone.com/assets/media/2021/08/customer-journey-marketing-9-300x165.png 300w, https://insiderone.com/assets/media/2021/08/customer-journey-marketing-9-768x423.png 768w" sizes="(max-width: 970px) 100vw, 970px" /></figure>



<p><strong>Segment:</strong> Customers who haven&rsquo;t made a purchase at all.</p>



<p><strong>Strategy: </strong>Show a sticky hello bar at the top of the page highlighting an exclusive first-order offer. For example, offer free shipping with no minimum spend or a discount percentage with no code needed.&nbsp;</p>



<p>Note that you don&rsquo;t need to offer deep discounts to entice shoppers to buy.</p>



<p><strong>KPIs to track: </strong>Add-to-cart rate, conversion rate</p>



<h2 class="wp-block-heading" id="loyalty-program-funnel-in-the-beauty-industry">Loyalty program funnel in the beauty industry</h2>



<p>Another incentive to help overcome the challenge of acquiring new customers is with a loyalty program. Using a loyalty program is critical for increasing the customer retention rate and driving sales. By creating a loyalty program your customers are more likely to return, which increases their lifetime value and strengthens your brand community.</p>


<div class="wp-block-image">
<figure class="aligncenter size-full"><img loading="lazy" decoding="async" width="970" height="510" src="https://insiderone.com/assets/media/2021/08/customer-journey-marketing-10.png" alt="Loyalty program signup funnel for customer journey orchestration to strengthen brand community" class="wp-image-77976" srcset="https://insiderone.com/assets/media/2021/08/customer-journey-marketing-10.png 970w, https://insiderone.com/assets/media/2021/08/customer-journey-marketing-10-300x158.png 300w, https://insiderone.com/assets/media/2021/08/customer-journey-marketing-10-768x404.png 768w" sizes="(max-width: 970px) 100vw, 970px" /></figure></div>


<p><strong>You can use the following strategy to drive more loyalty program sign-ups:</strong></p>



<h3 class="wp-block-heading" id="target-loyalty-program-registration-abandoners">Target loyalty program registration abandoners</h3>



<p>For customers who have shown interest in your loyalty program but haven&rsquo;t yet signed up, highlight the benefits of participation to bring them into the funnel.</p>



<figure class="wp-block-image size-full"><img loading="lazy" decoding="async" width="970" height="534" src="https://insiderone.com/assets/media/2021/08/customer-journey-marketing-14.png" alt="Loyalty program signup funnel for customer journey orchestration to strengthen brand community" class="wp-image-78008" srcset="https://insiderone.com/assets/media/2021/08/customer-journey-marketing-14.png 970w, https://insiderone.com/assets/media/2021/08/customer-journey-marketing-14-300x165.png 300w, https://insiderone.com/assets/media/2021/08/customer-journey-marketing-14-768x423.png 768w" sizes="(max-width: 970px) 100vw, 970px" /></figure>



<p><strong>You can use the following strategy to drive more loyalty program sign-ups:</strong></p>



<h3 class="wp-block-heading" id="target-loyalty-program-registration-abandoners-1">Target loyalty program registration abandoners</h3>



<p>For customers who have shown interest in your loyalty program but haven&rsquo;t yet signed up, highlight the benefits of participation to bring them into the funnel.</p>



<figure class="wp-block-image size-full"><img loading="lazy" decoding="async" width="970" height="894" src="https://insiderone.com/assets/media/2021/08/customer-journey-marketing-15.png" alt="Loyalty program email registration template for customer journey orchestration to strengthen brand awareness" class="wp-image-78016" srcset="https://insiderone.com/assets/media/2021/08/customer-journey-marketing-15.png 970w, https://insiderone.com/assets/media/2021/08/customer-journey-marketing-15-300x276.png 300w, https://insiderone.com/assets/media/2021/08/customer-journey-marketing-15-768x708.png 768w" sizes="(max-width: 970px) 100vw, 970px" /></figure>



<p><strong>Segment: </strong>Shoppers who visited your loyalty program registration page but didn&rsquo;t complete the form.</p>



<p><strong>Strategy: </strong>Send a registration abandonment email one day after featuring the benefits of the loyalty program.</p>



<p><strong>KPIs to track: </strong>Email click-through rate, loyalty program registration rate.</p>



<h2 class="wp-block-heading" id="improve-post-purchase-experience-to-build-long-lasting-relationships">Improve post-purchase experience to build long-lasting relationships&nbsp;</h2>



<p>Once shoppers have made a purchase, you should have a plan to continue engaging with them in order to turn them into loyal customers.<br>The best practice is to build an exceptional post-purchase experience with <a href="https://insiderone.com/omnichannel-marketing-platform/" target="_blank" rel="noreferrer noopener">multichannel journey orchestration</a>. This ensures that all the messaging is interconnected, and there&rsquo;s no possibility of a communication lapse.</p>


<div class="wp-block-image">
<figure class="aligncenter size-full"><img loading="lazy" decoding="async" width="970" height="510" src="https://insiderone.com/assets/media/2021/08/customer-journey-marketing-10.png" alt="Multichannel journey orchestration using Insider One&rsquo;s Architect to capture beauty customer leads" class="wp-image-77976" srcset="https://insiderone.com/assets/media/2021/08/customer-journey-marketing-10.png 970w, https://insiderone.com/assets/media/2021/08/customer-journey-marketing-10-300x158.png 300w, https://insiderone.com/assets/media/2021/08/customer-journey-marketing-10-768x404.png 768w" sizes="(max-width: 970px) 100vw, 970px" /></figure></div>


<p><strong>Segment: </strong>First-time purchasers.&nbsp;</p>



<p><strong>Strategy: </strong>Run a personalized customer journey filled with attractive offers after a shopper makes their first order.&nbsp;</p>



<p>You can also set up local events with exclusive invites, remind customers to restock a product they previously bought, or upsell complementary products that work well with what they already purchased.</p>



<p><strong>KPIs to track: </strong>Conversion rate</p>



<h3 class="wp-block-heading" id="account-sign-up-funnel-in-beauty">Account sign-up funnel in beauty</h3>



<p>Because creating a new user account is <a href="https://www.barilliance.com/10-reasons-shopping-cart-abandonment/" target="_blank" rel="noreferrer noopener nofollow">one of the primary reasons for high abandoned cart rates</a>, guest checkout becomes critical in an eCommerce store. This leads to a lot of challenges in driving account sign-ups.</p>



<figure class="wp-block-image size-full"><img loading="lazy" decoding="async" width="970" height="534" src="https://insiderone.com/assets/media/2021/08/customer-journey-marketing-11.png" alt="Account signup funnel in the customer journey orchestration to drive sign-ups" class="wp-image-77984" srcset="https://insiderone.com/assets/media/2021/08/customer-journey-marketing-11.png 970w, https://insiderone.com/assets/media/2021/08/customer-journey-marketing-11-300x165.png 300w, https://insiderone.com/assets/media/2021/08/customer-journey-marketing-11-768x423.png 768w" sizes="(max-width: 970px) 100vw, 970px" /></figure>



<p>Insider One&rsquo;s AI-powered journey builder <a href="https://insiderone.com/customer-data-management/unified-profiles/" target="_blank" rel="noreferrer noopener">Architect</a>, allows brands to engage first-time shoppers with the right content at every touchpoint they move through, encouraging them to sign up for an account.&nbsp;</p>



<p>Architect identifies the channel these shoppers are most active on, automating the engagement to target each shopper on their preferred channel at the right time.</p>



<p>Whether you want to increase sign-ups or reengage previous customers, personalizing marketing touch points with a solution like Architect increases the likelihood of conversions.</p>



<blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow">
<p>&#11088;&#65039;&#11088;&#65039;&#11088;&#65039;&#11088;&#65039;&#11088;&#65039;</p>



<p>&#8220;<strong>We achieved 4X ROI with Insider One&#8217;s cross-channel marketing campaigns. </strong>Insider One has helped us segment our customers better and reach them at the right time on the right channel, and this has led to a 20% uplift in conversions.<br><br>&mdash; Digital Marketing Assistant, Global Brand, <a href="https://www.g2.com/survey_responses/insider-review-7295450?utm_lead_source=blog&amp;utm_lead_source_medium=blog&amp;utm_campaign=customer-journey-orchestration-blog&amp;utm_content=g2https://www.g2.com/survey_responses/insider-review-7357564?utm_lead_source=blog&amp;utm_lead_source_medium=blog&amp;utm_campaign=customer-journey-orchestration-blog&amp;utm_content=g2" target="_blank" rel="noreferrer noopener nofollow">G2 Reviews</a></p>
</blockquote>



<p><strong>If increasing registrations is your goal, here&rsquo;s another strategy you can use:</strong></p>



<h2 class="wp-block-heading" id="tweak-the-registration-page-and-get-more-registrations">Tweak the registration page and get more registrations&nbsp;</h2>



<p>Not all shoppers are interested in signing up for a new account when visiting an eCommerce store. And not all of them understand the benefits of doing that.</p>



<p>To maximize sign-ups, you should clarify what benefits shoppers will receive after signing up and make the form eye-catching to draw their attention.</p>



<p>Also, test multiple layouts to determine which one brings the highest conversion rate, and then capitalize on it.</p>



<figure class="wp-block-image size-full"><img loading="lazy" decoding="async" width="970" height="509" src="https://insiderone.com/assets/media/2021/08/customer-journey-marketing-12.png" alt="A/B testing during customer journey orchestration to determine most impactful marketing strategies" class="wp-image-77992" srcset="https://insiderone.com/assets/media/2021/08/customer-journey-marketing-12.png 970w, https://insiderone.com/assets/media/2021/08/customer-journey-marketing-12-300x157.png 300w, https://insiderone.com/assets/media/2021/08/customer-journey-marketing-12-768x403.png 768w" sizes="(max-width: 970px) 100vw, 970px" /></figure>



<p><strong>Segment: </strong>First-time visitors.</p>



<p><strong>Strategy: </strong>Tweak key elements like images, titles, and buttons on a live app with no code changes, or store deployments in the mobile app. Then, split the segments 50/50 and run an A/B test.&nbsp;</p>



<p><strong>KPIs to track:</strong> Registration rate.</p>



<h2 class="wp-block-heading" id="lead-collection-funnel-in-the-beauty-industry">Lead collection funnel in the beauty industry</h2>



<p>A lead is anyone who has shown interest in your brand or products. They might have explored a few of your products by clicking on a Facebook ad or landing on our website, but they&rsquo;re yet to make an order.&nbsp;</p>



<p>When you collect leads, you can send customers retargeting emails with content, recommendations, and promotions tailored to their needs.</p>



<figure class="wp-block-image size-full"><img loading="lazy" decoding="async" width="970" height="535" src="https://insiderone.com/assets/media/2021/08/customer-journey-marketing-13.png" alt="Lead collection funnel to understand customer needs and retarget marketing materials" class="wp-image-78000" srcset="https://insiderone.com/assets/media/2021/08/customer-journey-marketing-13.png 970w, https://insiderone.com/assets/media/2021/08/customer-journey-marketing-13-300x165.png 300w, https://insiderone.com/assets/media/2021/08/customer-journey-marketing-13-768x424.png 768w" sizes="(max-width: 970px) 100vw, 970px" /></figure>



<h3 class="wp-block-heading" id="increase-lead-collection-via-gamified-templates">Increase lead collection via gamified templates</h3>



<p>Traditional opt-in popup overlays can be useful, but most people perceive them as irritating and immediately look for the exit button.&nbsp;</p>



<p><a href="https://www.nngroup.com/articles/most-hated-advertising-techniques/" target="_blank" rel="noreferrer noopener nofollow">Nielsen Norman Group</a> even found that popups are the &ldquo;most hated advertisement technique on desktop.&rdquo;But that doesn&rsquo;t have to be the case. You could replace the traditional opt-in form with a fun, interactive &ldquo;spin-to-win&rdquo; popup.&nbsp;</p>



<p>It&rsquo;s excellent for enhancing the shopping experience while providing you with valuable insights into your customers&rsquo; behaviors.</p>



<p>Insider One offers four <a href="https://insiderone.com/the-definitive-guide-to-gamification-real-life-examples/" target="_blank" rel="noreferrer noopener">gamification techniques</a> to capture leads and help hit KPIs: Web Push, Scratch to Win, Wheel of Fortune, and Progress Bar.</p>


<div class="wp-block-image">
<figure class="aligncenter size-full is-resized"><img loading="lazy" decoding="async" width="563" height="1000" src="https://insiderone.com/assets/media/2021/12/15.gif" alt="Gamification templates with Insider One increase conversions and sign-up rates for beauty companies" class="wp-image-64614" style="width:412px;height:732px"></figure></div>


<p><strong>Segment: </strong>Shoppers who haven&rsquo;t signed up for your newsletter.</p>



<p><strong>Strategy: </strong>Show a <a href="https://insiderone.com/the-definitive-guide-to-gamification-real-life-examples/" target="_blank" rel="noreferrer noopener">spin-the-wheel</a> notification with incentives for their first purchase, for example, 10% off. You can also ask them to leave their contact details before unlocking the offer.</p>



<p><strong>KPIs to track: </strong>Spin click-through rate (CTR), average session duration, conversion rate, and lead subscription rate.</p>



<blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow">
<p>&#11088;&#65039;&#11088;&#65039;&#11088;&#65039;&#11088;&#65039;&#11088;&#65039;</p>



<p><strong>&ldquo;In only 4 months we have seen an 8.6x ROI and a 9.6% CR uplift with Insider One. </strong>We have used gamification templates such as &lsquo;Wheel of Fortune&rsquo; or &lsquo;Swipe&rsquo; to significantly improve our lead generation strategies and increase user engagement. This is a hugely scalable, always evolving, cross-channel platform that is easy to use and very effective.</p>



<ul class="wp-block-list">
<li>Jes&uacute;s R., Product Owner, <a href="https://www.g2.com/survey_responses/insider-review-6771102?utm_lead_source=blog&amp;utm_lead_source_medium=blog&amp;utm_campaign=customer-journey-orchestration-blog&amp;utm_content=g3" target="_blank" rel="noreferrer noopener nofollow">G2 Reviews</a></li>
</ul>
</blockquote>



<h2 class="wp-block-heading" id="mobile-app-download-funnel-in-the-beauty-industry">Mobile App download funnel in the beauty industry</h2>



<p>Many beauty brands have applied new technologies like augmented reality (AR) and virtual reality (VR) to design their mobile apps. These apps are great for boosting customer engagement, adding value to your brand, and driving more conversions.</p>



<p>To make sure your Mobile App helps you achieve your goals, you should develop a funnel specifically for Mobile App download, as shown below:</p>



<figure class="wp-block-image size-full"><img loading="lazy" decoding="async" width="970" height="534" src="https://insiderone.com/assets/media/2021/08/customer-journey-marketing-16.png" alt="App download funnel to help understand mapping your customer journey" class="wp-image-78024" srcset="https://insiderone.com/assets/media/2021/08/customer-journey-marketing-16.png 970w, https://insiderone.com/assets/media/2021/08/customer-journey-marketing-16-300x165.png 300w, https://insiderone.com/assets/media/2021/08/customer-journey-marketing-16-768x423.png 768w" sizes="(max-width: 970px) 100vw, 970px" /></figure>



<p>In this funnel, the Click to Install rate refers to the percentage of users who successfully install apps after clicking on a link to download an app.&nbsp;</p>



<p>Your Click to Install rate will vary significantly across the different channels designed to drive users to download the app, for example, via a post-purchase app download banner or a smart banner.</p>



<p><strong>Follow this tip to drive more loyalty program sign-ups:</strong>&nbsp;</p>



<h3 class="wp-block-heading" id="increase-mobile-app-downloads-from-mobile-web">Increase mobile app downloads from Mobile Web</h3>



<p>Smart banners at the top of your Mobile Web experience can help convert your mobile Web traffic into Mobile App downloads.</p>



<figure class="wp-block-image size-full"><img loading="lazy" decoding="async" width="613" height="679" src="https://insiderone.com/assets/media/2021/08/customer-journey-marketing-17.png" alt="Smart banner example to increase mobile app downloads for your beauty company" class="wp-image-78032" srcset="https://insiderone.com/assets/media/2021/08/customer-journey-marketing-17.png 613w, https://insiderone.com/assets/media/2021/08/customer-journey-marketing-17-271x300.png 271w" sizes="(max-width: 613px) 100vw, 613px" /></figure>



<p><strong>Segment:</strong> All users</p>



<p><strong>Strategy:</strong> Launch a smart banner on the success page. When creating the banner, you should run A/B tests to determine what type of prompt brings the highest Click to Install rate.&nbsp;</p>



<p><strong>KPIs to track:</strong> Banner click-through rate, new mobile users.</p>



<h2 class="wp-block-heading" id="referral-funnel-in-the-beauty-industry">Referral funnel in the beauty industry</h2>



<p>According to PowerReviews, approximately <a href="https://www.powerreviews.com/insights/2021-beauty-industry-consumer-report/" target="_blank" rel="noreferrer noopener nofollow"><strong>74%</strong> of Gen Z shoppers and <strong>66%</strong> of millennials </a>say they are swayed to purchase beauty products by influencers they follow.</p>



<p>Happy and loyal customers are the driving force for your growth. Acquiring new customers is one thing, but you should ultimately aim to transform loyal customers into brand ambassadors who trust and recommend your products.</p>



<p>On average, a referral program can help drive up to <a href="https://www.thedrum.com/industryinsights/2019/12/17/happy-customers-will-drive-business-growth-2020" target="_blank" rel="noreferrer noopener nofollow"><strong>30%</strong> increases in new customer acquisition</a> and can increase first-order value by <strong>10-25%</strong>.</p>



<figure class="wp-block-image size-full"><img loading="lazy" decoding="async" width="970" height="534" src="https://insiderone.com/assets/media/2021/08/customer-journey-marketing-18.png" alt="Refer a friend funnel to help drive customer acquisition and build out customer journeys" class="wp-image-78040" srcset="https://insiderone.com/assets/media/2021/08/customer-journey-marketing-18.png 970w, https://insiderone.com/assets/media/2021/08/customer-journey-marketing-18-300x165.png 300w, https://insiderone.com/assets/media/2021/08/customer-journey-marketing-18-768x423.png 768w" sizes="(max-width: 970px) 100vw, 970px" /></figure>



<p><strong>You can use the following strategy to encourage referrals:</strong></p>



<h3 class="wp-block-heading" id="create-incentives-for-customers-to-encourage-referrals">Create incentives for customers to encourage referrals</h3>



<p>Research what motivates your customers to give you a referral, and then design your referral programs to provide rewards addressing their motivation. Once you&rsquo;ve come up with the motivation and your campaign is ready to launch, it&rsquo;s important to keep timing in mind.</p>



<p>Consumers are far more likely to recommend your brand when they&rsquo;re feeling excited rather than when they&rsquo;re in the middle of doing something else. A good practice is to recommend a referral a few days after they&rsquo;ve received their order.&nbsp;</p>



<figure class="wp-block-image size-full"><img loading="lazy" decoding="async" width="970" height="471" src="https://insiderone.com/assets/media/2021/08/customer-journey-marketing-19.png" alt="Incentive ideas to capture buyers when orchestrating customer journey." class="wp-image-78048" srcset="https://insiderone.com/assets/media/2021/08/customer-journey-marketing-19.png 970w, https://insiderone.com/assets/media/2021/08/customer-journey-marketing-19-300x146.png 300w, https://insiderone.com/assets/media/2021/08/customer-journey-marketing-19-768x373.png 768w" sizes="(max-width: 970px) 100vw, 970px" /></figure>



<p><strong>Segment:</strong> All users</p>



<p><strong>Strategy: </strong>Offer incentives to your customers and those to whom they refer your products. Incentives offered might be a discount percentage, a free sample of your new product, or loyalty points.&nbsp;</p>



<p>Then, promote your referral programs across various channels, from your website to emails to social media accounts.&nbsp;</p>



<p><strong>KPIs to track:</strong> Referral rate, conversion rate</p>



<h2 class="wp-block-heading" id="ready-to-revamp-your-customer-journey">Ready to revamp your customer journey?&nbsp;</h2>



<p>The expectations and behaviors of beauty consumers have fundamentally changed. To maximize customer loyalty and sales, brands should dive into their customer data to understand what customers need and expect.&nbsp;</p>



<p>You&rsquo;ll then be able to leverage those insights and technology to connect with customers and deliver seamless, personalized shopping experiences.</p>



<p>Interested in enhancing your customer journey? <a href="https://insiderone.com/request-a-demo/" target="_blank" rel="noreferrer noopener">Get in touch</a>.&nbsp;</p>



<h2 class="wp-block-heading" id="customer-journey-orchestration-faqs"><strong>Customer Journey Orchestration FAQs</strong></h2>



<div class="schema-faq wp-block-yoast-faq-block"><div class="schema-faq-section" id="faq-question-1687347661971"><strong class="schema-faq-question">What is customer journey orchestration?</strong> <p class="schema-faq-answer">Customer journey orchestration refers to the process of designing and delivering a seamless, personalized experience for customers across all touchpoints and interactions with a brand.<br><br>It involves leveraging data and technology to understand and anticipate customers&#8217; needs and preferences. You can then deliver relevant and timely messages, content, and experiences to result in conversions and acquisition.</p> </div> <div class="schema-faq-section" id="faq-question-1687347679498"><strong class="schema-faq-question">Why is the customer journey important?</strong> <p class="schema-faq-answer">The customer journey is important because it analyzes how your prospective and current customers interact with your brand at each touch point.<br><br>By mapping out the customer journey, companies will gain insights into customer behavior and help identify any pain points or opportunities for improvement.</p> </div> <div class="schema-faq-section" id="faq-question-1687347694259"><strong class="schema-faq-question">How do you orchestrate a customer journey?</strong> <p class="schema-faq-answer">To orchestrate a customer journey, you need to map out and identify how and where your customers come from.&nbsp;<br><br>Based on your understanding of your customer journey and personas, you can then develop a strategy and use a platform like Insider One to deliver personalized and engaging experiences to customers at each touchpoint<br><br>Find inspiration for your company&rsquo;s customer journey orchestration using the strategies within this article.</p> </div> </div>
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                                                    <p class="author-bio">Chris is an award-winning marketing leader with more than 12 years experience in the marketing and customer experience space. As VP of Marketing, Brand and Communications, Chris is responsible for Insider One&#039;s brand strategy, and overseeing the global marketing team. Fun fact: Chris recently attended a clay-making workshop to make his own coffee cup…let&#039;s just say that he shouldn&#039;t give up the day job just yet.</p>
                        
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            var langContainer = document.querySelector('.header-top-action-lang-list');
            
            if (langContainer) {
                var langItems = langContainer.querySelectorAll('a');

                langItems.forEach(function(item) {
                    item.addEventListener('click', function(e) {
                        // Linkin href değerini al
                        var href = this.getAttribute('href');
                        
                        // Sondaki olası '/' işaretini kaldır (örn: /fr/ -> /fr)
                        var cleanHref = href.replace(/\/$/, ""); 
                        
                        // URL'i parçala ve son kısmı (dil kodunu) al
                        var languageCode = cleanHref.split('/').pop();

                        // EĞER ana domain'e tıklanırsa (örn: insiderone.com), son parça domain adı olur.
                        // Bu durumda varsayılan dil 'en' olarak ayarlanmalı mı? 
                        // Genellikle root URL İngilizce olduğu için bu kontrolü ekledim:
                        if (languageCode.includes('.') || languageCode === 'https:' || languageCode === 'http:') {
                            languageCode = 'en'; 
                        }

                        var date = new Date();
                        date.setTime(date.getTime() + (2 * 24 * 60 * 60 * 1000)); // 2 days
                        var expires = "; expires=" + date.toUTCString();
                        
                        document.cookie = "selectedLanguage=" + languageCode + expires + "; path=/";
                    });
                });
            }
        });
    </script>
    			<script type='text/javascript'>
				const lazyloadRunObserver = () => {
					const lazyloadBackgrounds = document.querySelectorAll( `.e-con.e-parent:not(.e-lazyloaded)` );
					const lazyloadBackgroundObserver = new IntersectionObserver( ( entries ) => {
						entries.forEach( ( entry ) => {
							if ( entry.isIntersecting ) {
								let lazyloadBackground = entry.target;
								if( lazyloadBackground ) {
									lazyloadBackground.classList.add( 'e-lazyloaded' );
								}
								lazyloadBackgroundObserver.unobserve( entry.target );
							}
						});
					}, { rootMargin: '200px 0px 200px 0px' } );
					lazyloadBackgrounds.forEach( ( lazyloadBackground ) => {
						lazyloadBackgroundObserver.observe( lazyloadBackground );
					} );
				};
				const events = [
					'DOMContentLoaded',
					'elementor/lazyload/observe',
				];
				events.forEach( ( event ) => {
					document.addEventListener( event, lazyloadRunObserver );
				} );
			</script>
			<div class="wt-cli-cookie-bar-container" data-nosnippet="true"><!--googleoff: all--><div id="cookie-law-info-bar" role="dialog" aria-live="polite" aria-label="cookieconsent" aria-describedby="wt-cli-cookie-banner" data-cli-geo-loc="0" style="text-align:left; padding:15px 30px; border-color:rgb(51, 51, 51); font-weight:400; font-size:10px; background:radial-gradient(74.99% 100% at 0% 25.01%, rgba(244, 72, 43, 0.03) 0%, rgba(244, 72, 43, 0) 75%), radial-gradient(114.73% 141.42% at 100% 100%, rgba(244, 72, 43, 0.03) 0%, rgba(244, 72, 43, 0) 75%), linear-gradient(0deg, rgb(255, 255, 255) 0%, rgba(255, 255, 255, 0.7) 100%), rgba(239, 235, 228, 0.7); border-radius:24px; box-shadow:0 6px 6px -3px var(--Shadow-Dark-S, rgba(38, 26, 40, 0.05)), 0 3px 3px -1.5px var(--Shadow-Dark-S, rgba(38, 26, 40, 0.05)), 0 1px 1px -0.5px var(--Shadow-Dark-S, rgba(38, 26, 40, 0.05)), 0 0 0 1px var(--Shadow-Dark-M, rgba(38, 26, 40, 0.10));" class="wt-cli-cookie-bar"><div class="cli-wrapper"><h5 role="heading" aria-level="5" tabindex="0" id="wt-cli-cookie-banner-title" style="display:block; background-color:rgba(0, 0, 0, 0); border-color:rgb(38, 26, 40); color:rgb(38, 26, 40); font-family:var(--Font-Family-Sans-Serif, Figtree); font-size:var(--Font-Font-Size-L, 20px); font-style:normal; font-weight:var(--Font-Font-Weight-Semi-Bold, 600); line-height:var(--Font-Line-Height-XL, 28px); letter-spacing:var(--Font-Letter-Spacing-M, 0.2px);">This website uses cookies</h5><span id="wt-cli-cookie-banner"><div class="cli-bar-container cli-style-v2"><div class="cli-bar-message" style="font-size:10px!important">Cookies are used on this website to personalize content and ads and to provide analytics about website usage. We also share information about your use of our website with our social media, advertising, and analytics partner. Our partners may combine this information with other data that you have provided to them or that they have collected in the course of your use of the Services. Please make your individual settings about the types of cookies that should be allowed. Please note that due to your setting, all functions of the website may no longer be available. You can also revoke your consent at any time.<br />
<br />
Further information on the details of the data involved, the storage period, access to your data by third parties, third country data transfers and your right of revocation can be found under <a id="wt-cli-settings-btn" tabindex="0" role='button' style="border-bottom:1px solid rgb(137, 136, 136); text-decoration:none; border-top-color:rgb(137, 136, 136); border-right-color:rgb(137, 136, 136); border-left-color:rgb(137, 136, 136); font-family:gilroy,Arial,sans-serif,apple color emoji,segoe ui emoji,segoe ui symbol,noto color emoji; ;"class="wt-cli-element cli_settings_button"  >cookie settings</a> and in our <a href="https://insiderone.com/privacy-policy/">privacy policy.</a> <a href="https://insiderone.com/legal/">Legal information.</a><br />
</div><br />
<div class="cli-bar-btn_container"><a id="wt-cli-accept-all-btn" tabindex="0" role='button' style="border-radius:22px; padding:8px 25px; border-color:rgb(255, 255, 255); font-size:12px; font-weight:500;" data-cli_action="accept_all"  class="wt-cli-element medium cli-plugin-button wt-cli-accept-all-btn cookie_action_close_header cli_action_button" >Accept All</a><a id="wt-cli-accept-btn" tabindex="0" role='button' style="margin:5px 0px 5px 10px; border-radius:50px; padding:8px 25px; border-color:rgb(255, 255, 255); font-weight:400; font-family:Figtree, Arial, sans-serif, 'apple color emoji', 'segoe ui emoji', 'segoe ui symbol', 'noto color emoji'; font-size:12px;" data-cli_action="accept"  class="wt-cli-element medium cli-plugin-button cli-plugin-main-button cookie_action_close_header cli_action_button" >Only Necessary</a><a id="wt-cli-reject-btn" tabindex="0" role='button' style="margin:5px 5px 5px 0px; border-radius:50px; padding:8px 25px; border-color:rgb(255, 255, 255); font-weight:400; font-size:12px;"  class="wt-cli-element medium cli-plugin-button cli-plugin-main-button cookie_action_close_header_reject cli_action_button"  data-cli_action="reject">Decline All</a></div></div></span></div></div><div tabindex="0" id="cookie-law-info-again" style="display:none;"><span id="cookie_hdr_showagain">Manage consent</span></div><div class="cli-modal" id="cliSettingsPopup" role="dialog" aria-labelledby="wt-cli-privacy-title" tabindex="-1" aria-hidden="true">
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                    <div class="cli-privacy-overview">
                        <h4 id='wt-cli-privacy-title'>Privacy Overview</h4>                        <div class="cli-privacy-content">
                            <div class="cli-privacy-content-text">This website uses cookies to improve your experience while you navigate through the website. Out of these cookies, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may have an effect on your browsing experience.</div>
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                        <div class="cli-col-12 cli-align-items-stretch cli-px-0 cli-tab-section-container" role="tablist">

                
                                    <div class="cli-tab-section">
                        <div class="cli-tab-header">
                            <a id="wt-cli-tab-link-necessary" tabindex="0" role="tab" aria-expanded="false" aria-describedby="wt-cli-tab-necessary" aria-controls="wt-cli-tab-necessary" class="cli-nav-link cli-settings-mobile" data-target="necessary" data-toggle="cli-toggle-tab">
                                Necessary                            </a>
                                                                                        <div class="wt-cli-necessary-checkbox">
                                    <input type="checkbox" class="cli-user-preference-checkbox" id="wt-cli-checkbox-necessary" aria-label="Necessary" data-id="checkbox-necessary" checked="checked" />
                                    <label class="form-check-label" for="wt-cli-checkbox-necessary"> Necessary </label>
                                </div>
                                <span class="cli-necessary-caption">
                                    Always Enabled                                </span>
                                                    </div>
                        <div class="cli-tab-content">
                            <div id="wt-cli-tab-necessary" tabindex="0" role="tabpanel" aria-labelledby="wt-cli-tab-link-necessary" class="cli-tab-pane cli-fade" data-id="necessary">
                            <div class="wt-cli-cookie-description">Necessary cookies are absolutely essential for the website to function properly. These cookies ensure basic functionalities and security features of the website, anonymously.
<table class="wt-cli-element cookielawinfo-row-cat-table cookielawinfo-winter"><thead><tr><th scope="col" class="cookielawinfo-column-1">Cookie</th><th scope="col" class="cookielawinfo-column-3">Duration</th><th scope="col" class="cookielawinfo-column-4">Description</th></tr></thead><tbody><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">__cf_bm</td><td class="cookielawinfo-column-3">1 hour</td><td class="cookielawinfo-column-4">This cookie, set by Cloudflare, is used to support Cloudflare Bot Management.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">__Secure-ENID</td><td class="cookielawinfo-column-3">1 year 1 month</td><td class="cookielawinfo-column-4">The __Secure-ENID cookie is a type of secure cookie used for authentication and to ensure the security of user sessions.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">_cfuvid</td><td class="cookielawinfo-column-3">session</td><td class="cookielawinfo-column-4">Cloudflare sets this cookie to track users across sessions to optimize user experience by maintaining session consistency and providing personalized services</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">_GRECAPTCHA</td><td class="cookielawinfo-column-3">6 months</td><td class="cookielawinfo-column-4">Google Recaptcha service sets this cookie to identify bots to protect the website against malicious spam attacks.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">_shopify_essential</td><td class="cookielawinfo-column-3">session</td><td class="cookielawinfo-column-4">Shopify sets this cookie, which contains essential information required for the proper functioning of a store, such as session details, checkout information and anti-tampering data.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">AWSALBCORS</td><td class="cookielawinfo-column-3">7 days</td><td class="cookielawinfo-column-4">Amazon Web Services set this cookie for load balancing.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">connect.sid</td><td class="cookielawinfo-column-3">2 hours</td><td class="cookielawinfo-column-4">This cookie is used for authentication and for secure log-in. It registers the log-in information.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">cookielawinfo-checkbox-advertisement</td><td class="cookielawinfo-column-3">1 year</td><td class="cookielawinfo-column-4">The cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Advertisement".</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">cookielawinfo-checkbox-analytics</td><td class="cookielawinfo-column-3">1 year</td><td class="cookielawinfo-column-4">This cookies is set by GDPR Cookie Consent WordPress Plugin. The cookie is used to remember the user consent for the cookies under the category "Analytics".</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">cookielawinfo-checkbox-necessary</td><td class="cookielawinfo-column-3">1 year</td><td class="cookielawinfo-column-4">This cookie is set by GDPR Cookie Consent plugin. The cookies is used to store the user consent for the cookies in the category "Necessary".</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">cookielawinfo-checkbox-performance</td><td class="cookielawinfo-column-3">1 year</td><td class="cookielawinfo-column-4">This cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Performance".</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">datadome</td><td class="cookielawinfo-column-3">session</td><td class="cookielawinfo-column-4">This is a security cookie set by Force24 to detect BOTS and malicious traffic.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">elementor</td><td class="cookielawinfo-column-3">never</td><td class="cookielawinfo-column-4">The website's WordPress theme uses this cookie. It allows the website owner to implement or change the website's content in real-time.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">localization</td><td class="cookielawinfo-column-3">1 year</td><td class="cookielawinfo-column-4">The localization cookie stores user preferences for language and region to provide a personalized browsing experience.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">rc::a</td><td class="cookielawinfo-column-3">never</td><td class="cookielawinfo-column-4">This cookie is set by the Google recaptcha service to identify bots to protect the website against malicious spam attacks.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">rc::b</td><td class="cookielawinfo-column-3">session</td><td class="cookielawinfo-column-4">This cookie is set by the Google recaptcha service to identify bots to protect the website against malicious spam attacks.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">rc::c</td><td class="cookielawinfo-column-3">session</td><td class="cookielawinfo-column-4">This cookie is set by the Google recaptcha service to identify bots to protect the website against malicious spam attacks.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">rc::f</td><td class="cookielawinfo-column-3">never</td><td class="cookielawinfo-column-4">This cookie is set by the Google recaptcha service to identify bots to protect the website against malicious spam attacks.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">viewed_cookie_policy</td><td class="cookielawinfo-column-3">1 year</td><td class="cookielawinfo-column-4">The GDPR Cookie Consent plugin sets the cookie to store whether or not the user has consented to use cookies. It does not store any personal data.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">VISITOR_PRIVACY_METADATA</td><td class="cookielawinfo-column-3">6 months</td><td class="cookielawinfo-column-4">YouTube sets this cookie to store the user's cookie consent state for the current domain.</td></tr></tbody></table></div>
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                                    <div class="cli-tab-section">
                        <div class="cli-tab-header">
                            <a id="wt-cli-tab-link-functional" tabindex="0" role="tab" aria-expanded="false" aria-describedby="wt-cli-tab-functional" aria-controls="wt-cli-tab-functional" class="cli-nav-link cli-settings-mobile" data-target="functional" data-toggle="cli-toggle-tab">
                                Functional                            </a>
                                                                                        <div class="cli-switch">
                                    <input type="checkbox" class="cli-user-preference-checkbox"  id="wt-cli-checkbox-functional" aria-label="functional" data-id="checkbox-functional" role="switch" aria-controls="wt-cli-tab-link-functional" aria-labelledby="wt-cli-tab-link-functional"  />
                                    <label for="wt-cli-checkbox-functional" class="cli-slider" data-cli-enable="Enabled" data-cli-disable="Disabled"><span class="wt-cli-sr-only">functional</span></label>
                                </div>
                                                    </div>
                        <div class="cli-tab-content">
                            <div id="wt-cli-tab-functional" tabindex="0" role="tabpanel" aria-labelledby="wt-cli-tab-link-functional" class="cli-tab-pane cli-fade" data-id="functional">
                            <div class="wt-cli-cookie-description">Functional cookies help to perform certain functionalities like sharing the content of the website on social media platforms, collect feedbacks, and other third-party features.
<table class="wt-cli-element cookielawinfo-row-cat-table cookielawinfo-winter"><thead><tr><th scope="col" class="cookielawinfo-column-1">Cookie</th><th scope="col" class="cookielawinfo-column-3">Duration</th><th scope="col" class="cookielawinfo-column-4">Description</th></tr></thead><tbody><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">__hssc</td><td class="cookielawinfo-column-3">30 minutes</td><td class="cookielawinfo-column-4">This cookie is set by HubSpot. The purpose of the cookie is to keep track of sessions. This is used to determine if HubSpot should increment the session number and timestamps in the __hstc cookie. It contains the domain, viewCount (increments each pageView in a session), and session start timestamp.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">bcookie</td><td class="cookielawinfo-column-3">11 months</td><td class="cookielawinfo-column-4">This cookie is set by linkedIn. The purpose of the cookie is to enable LinkedIn functionalities on the page.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">lang</td><td class="cookielawinfo-column-3">session</td><td class="cookielawinfo-column-4">This cookie is used to store the language preferences of a user to serve up content in that stored language the next time user visit the website.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">lidc</td><td class="cookielawinfo-column-3">1 day</td><td class="cookielawinfo-column-4">This cookie is set by LinkedIn and used for routing.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">yt-remote-cast-available</td><td class="cookielawinfo-column-3">session</td><td class="cookielawinfo-column-4">The yt-remote-cast-available cookie is used to store the user's preferences regarding whether casting is available on their YouTube video player.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">yt-remote-cast-installed</td><td class="cookielawinfo-column-3">session</td><td class="cookielawinfo-column-4">The yt-remote-cast-installed cookie is used to store the user's video player preferences using embedded YouTube video.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">yt-remote-connected-devices</td><td class="cookielawinfo-column-3">never</td><td class="cookielawinfo-column-4">YouTube sets this cookie to store the user's video preferences using embedded YouTube videos.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">yt-remote-device-id</td><td class="cookielawinfo-column-3">never</td><td class="cookielawinfo-column-4">YouTube sets this cookie to store the user's video preferences using embedded YouTube videos.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">yt-remote-fast-check-period</td><td class="cookielawinfo-column-3">session</td><td class="cookielawinfo-column-4">The yt-remote-fast-check-period cookie is used by YouTube to store the user's video player preferences for embedded YouTube videos.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">yt-remote-session-app</td><td class="cookielawinfo-column-3">session</td><td class="cookielawinfo-column-4">The yt-remote-session-app cookie is used by YouTube to store user preferences and information about the interface of the embedded YouTube video player.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">yt-remote-session-name</td><td class="cookielawinfo-column-3">session</td><td class="cookielawinfo-column-4">The yt-remote-session-name cookie is used by YouTube to store the user's video player preferences using embedded YouTube video.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">ytidb::LAST_RESULT_ENTRY_KEY</td><td class="cookielawinfo-column-3">never</td><td class="cookielawinfo-column-4">The cookie ytidb::LAST_RESULT_ENTRY_KEY is used by YouTube to store the last search result entry that was clicked by the user. This information is used to improve the user experience by providing more relevant search results in the future.</td></tr></tbody></table></div>
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                                    <div class="cli-tab-section">
                        <div class="cli-tab-header">
                            <a id="wt-cli-tab-link-performance" tabindex="0" role="tab" aria-expanded="false" aria-describedby="wt-cli-tab-performance" aria-controls="wt-cli-tab-performance" class="cli-nav-link cli-settings-mobile" data-target="performance" data-toggle="cli-toggle-tab">
                                Performance                            </a>
                                                                                        <div class="cli-switch">
                                    <input type="checkbox" class="cli-user-preference-checkbox"  id="wt-cli-checkbox-performance" aria-label="performance" data-id="checkbox-performance" role="switch" aria-controls="wt-cli-tab-link-performance" aria-labelledby="wt-cli-tab-link-performance"  />
                                    <label for="wt-cli-checkbox-performance" class="cli-slider" data-cli-enable="Enabled" data-cli-disable="Disabled"><span class="wt-cli-sr-only">performance</span></label>
                                </div>
                                                    </div>
                        <div class="cli-tab-content">
                            <div id="wt-cli-tab-performance" tabindex="0" role="tabpanel" aria-labelledby="wt-cli-tab-link-performance" class="cli-tab-pane cli-fade" data-id="performance">
                            <div class="wt-cli-cookie-description">Performance cookies are used to understand and analyze the key performance indexes of the website which helps in delivering a better user experience for the visitors.
<table class="wt-cli-element cookielawinfo-row-cat-table cookielawinfo-winter"><thead><tr><th scope="col" class="cookielawinfo-column-1">Cookie</th><th scope="col" class="cookielawinfo-column-3">Duration</th><th scope="col" class="cookielawinfo-column-4">Description</th></tr></thead><tbody><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">_gat</td><td class="cookielawinfo-column-3">1 minute</td><td class="cookielawinfo-column-4">Google Universal Analytics sets this cookie to restrain request rate and thus limit data collection on high-traffic sites.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">AWSALB</td><td class="cookielawinfo-column-3">7 days</td><td class="cookielawinfo-column-4">AWSALB is an application load balancer cookie set by Amazon Web Services to map the session to the target.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">INGRESSCOOKIE</td><td class="cookielawinfo-column-3">session</td><td class="cookielawinfo-column-4">This cookie is used for load balancing and session stickiness. This technical session identifier is required for some website features.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">YSC</td><td class="cookielawinfo-column-3">session</td><td class="cookielawinfo-column-4">This cookies is set by Youtube and is used to track the views of embedded videos.</td></tr></tbody></table></div>
                            </div>
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                                    <div class="cli-tab-section">
                        <div class="cli-tab-header">
                            <a id="wt-cli-tab-link-analytics" tabindex="0" role="tab" aria-expanded="false" aria-describedby="wt-cli-tab-analytics" aria-controls="wt-cli-tab-analytics" class="cli-nav-link cli-settings-mobile" data-target="analytics" data-toggle="cli-toggle-tab">
                                Analytics                            </a>
                                                                                        <div class="cli-switch">
                                    <input type="checkbox" class="cli-user-preference-checkbox"  id="wt-cli-checkbox-analytics" aria-label="analytics" data-id="checkbox-analytics" role="switch" aria-controls="wt-cli-tab-link-analytics" aria-labelledby="wt-cli-tab-link-analytics"  />
                                    <label for="wt-cli-checkbox-analytics" class="cli-slider" data-cli-enable="Enabled" data-cli-disable="Disabled"><span class="wt-cli-sr-only">analytics</span></label>
                                </div>
                                                    </div>
                        <div class="cli-tab-content">
                            <div id="wt-cli-tab-analytics" tabindex="0" role="tabpanel" aria-labelledby="wt-cli-tab-link-analytics" class="cli-tab-pane cli-fade" data-id="analytics">
                            <div class="wt-cli-cookie-description">Analytical cookies are used to understand how visitors interact with the website. These cookies help provide information on metrics the number of visitors, bounce rate, traffic source, etc.
<table class="wt-cli-element cookielawinfo-row-cat-table cookielawinfo-winter"><thead><tr><th scope="col" class="cookielawinfo-column-1">Cookie</th><th scope="col" class="cookielawinfo-column-3">Duration</th><th scope="col" class="cookielawinfo-column-4">Description</th></tr></thead><tbody><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">__hstc</td><td class="cookielawinfo-column-3">11 months</td><td class="cookielawinfo-column-4">This cookie is set by Hubspot and is used for tracking visitors. It contains the domain, utk, initial timestamp (first visit), last timestamp (last visit), current timestamp (this visit), and session number (increments for each subsequent session).</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">_ga</td><td class="cookielawinfo-column-3">1 year</td><td class="cookielawinfo-column-4">This cookie is installed by Google Analytics. The cookie is used to calculate visitor, session, campaign data and keep track of site usage for the site's analytics report. The cookies store information anonymously and assign a randomly generated number to identify unique visitors.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">_ga_*</td><td class="cookielawinfo-column-3">1 year 1 month 4 days</td><td class="cookielawinfo-column-4">Google Analytics sets this cookie to store and count page views.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">_gat_UA-*</td><td class="cookielawinfo-column-3">1 minute</td><td class="cookielawinfo-column-4">Google Analytics sets this cookie for user behaviour tracking.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">_gat_UA-81205217-1</td><td class="cookielawinfo-column-3">1 minute</td><td class="cookielawinfo-column-4">This is a pattern type cookie set by Google Analytics, where the pattern element on the name contains the unique identity number of the account or website it relates to. It appears to be a variation of the _gat cookie which is used to limit the amount of data recorded by Google on high traffic volume websites.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">_gcl_au</td><td class="cookielawinfo-column-3">3 months</td><td class="cookielawinfo-column-4">This cookie is used by Google Analytics to understand user interaction with the website.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">_gd_session</td><td class="cookielawinfo-column-3">4 hours</td><td class="cookielawinfo-column-4">6sense sets this cookie to collect information on users' visits to the website. It collects data such as the total number of visits, the average time spent on the website and the pages loaded.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">_gd_visitor</td><td class="cookielawinfo-column-3">1 year 1 month 4 days</td><td class="cookielawinfo-column-4">6sense sets this cookie, which is used for collecting information on the user's visit, such as the number of visits, average time spent on the website and the pages loaded for displaying targeted ads.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">_gid</td><td class="cookielawinfo-column-3">1 day</td><td class="cookielawinfo-column-4">This cookie is installed by Google Analytics. The cookie is used to store information of how visitors use a website and helps in creating an analytics report of how the website is doing. The data collected including the number visitors, the source where they have come from, and the pages visted in an anonymous form.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">_hjSession_*</td><td class="cookielawinfo-column-3">1 hour</td><td class="cookielawinfo-column-4">Hotjar sets this cookie to ensure data from subsequent visits to the same site is attributed to the same user ID, which persists in the Hotjar User ID, which is unique to that site.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">_hjSessionUser_*</td><td class="cookielawinfo-column-3">1 year</td><td class="cookielawinfo-column-4">Hotjar sets this cookie to ensure data from subsequent visits to the same site is attributed to the same user ID, which persists in the Hotjar User ID, which is unique to that site.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">_shopify_s</td><td class="cookielawinfo-column-3">1 hour</td><td class="cookielawinfo-column-4">This cookie is associated with Shopify's analytics suite.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">_shopify_y</td><td class="cookielawinfo-column-3">1 year</td><td class="cookielawinfo-column-4">This cookie is associated with Shopify's analytics suite.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">AEC</td><td class="cookielawinfo-column-3">6 months</td><td class="cookielawinfo-column-4">AEC cookies are used to ensure user data remains consistent during an Analytics session.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">hubspotutk</td><td class="cookielawinfo-column-3">11 months</td><td class="cookielawinfo-column-4">This cookie is used by HubSpot to keep track of the visitors to the website. This cookie is passed to Hubspot on form submission and used when deduplicating contacts.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">vuid</td><td class="cookielawinfo-column-3">1 year</td><td class="cookielawinfo-column-4">Vimeo installs this cookie to collect tracking information by setting a unique ID to embed videos on the website.</td></tr></tbody></table></div>
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<table class="wt-cli-element cookielawinfo-row-cat-table cookielawinfo-winter"><thead><tr><th scope="col" class="cookielawinfo-column-1">Cookie</th><th scope="col" class="cookielawinfo-column-3">Duration</th><th scope="col" class="cookielawinfo-column-4">Description</th></tr></thead><tbody><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">_fbp</td><td class="cookielawinfo-column-3">3 months</td><td class="cookielawinfo-column-4">This cookie is set by Facebook to deliver advertisement when they are on Facebook or a digital platform powered by Facebook advertising after visiting this website.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">bscookie</td><td class="cookielawinfo-column-3">11 months</td><td class="cookielawinfo-column-4">This cookie is a browser ID cookie set by Linked share Buttons and ad tags.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">c</td><td class="cookielawinfo-column-3">6 months 2 days</td><td class="cookielawinfo-column-4">Rubicon Project sets this cookie to control the synchronization of user identification and the exchange of user data between various ad services.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">fr</td><td class="cookielawinfo-column-3">3 months</td><td class="cookielawinfo-column-4">The cookie is set by Facebook to show relevant advertisments to the users and measure and improve the advertisements. The cookie also tracks the behavior of the user across the web on sites that have Facebook pixel or Facebook social plugin.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">IDE</td><td class="cookielawinfo-column-3">11 months</td><td class="cookielawinfo-column-4">Used by Google DoubleClick and stores information about how the user uses the website and any other advertisement before visiting the website. This is used to present users with ads that are relevant to them according to the user profile.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">test_cookie</td><td class="cookielawinfo-column-3">15 minutes</td><td class="cookielawinfo-column-4">This cookie is set by doubleclick.net. The purpose of the cookie is to determine if the user's browser supports cookies.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">VISITOR_INFO1_LIVE</td><td class="cookielawinfo-column-3">5 months 27 days</td><td class="cookielawinfo-column-4">This cookie is set by Youtube. Used to track the information of the embedded YouTube videos on a website.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">yt.innertube::nextId</td><td class="cookielawinfo-column-3">never</td><td class="cookielawinfo-column-4">YouTube sets this cookie to register a unique ID to store data on what videos from YouTube the user has seen.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">yt.innertube::requests</td><td class="cookielawinfo-column-3">never</td><td class="cookielawinfo-column-4">YouTube sets this cookie to register a unique ID to store data on what videos from YouTube the user has seen.</td></tr></tbody></table></div>
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<table class="wt-cli-element cookielawinfo-row-cat-table cookielawinfo-winter"><thead><tr><th scope="col" class="cookielawinfo-column-1">Cookie</th><th scope="col" class="cookielawinfo-column-3">Duration</th><th scope="col" class="cookielawinfo-column-4">Description</th></tr></thead><tbody><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">__cflb</td><td class="cookielawinfo-column-3">1 hour</td><td class="cookielawinfo-column-4">This cookie is used by Cloudflare for load balancing.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">__Secure-ROLLOUT_TOKEN</td><td class="cookielawinfo-column-3">6 months</td><td class="cookielawinfo-column-4">Description is currently not available.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">__Secure-YEC</td><td class="cookielawinfo-column-3">past</td><td class="cookielawinfo-column-4">Description is currently not available.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">__Secure-YNID</td><td class="cookielawinfo-column-3">6 months</td><td class="cookielawinfo-column-4">Description is currently not available.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">__tld__</td><td class="cookielawinfo-column-3">session</td><td class="cookielawinfo-column-4">Description is currently not available.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">_an_uid</td><td class="cookielawinfo-column-3">7 days</td><td class="cookielawinfo-column-4">No description available.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">_dd_s</td><td class="cookielawinfo-column-3">1 year</td><td class="cookielawinfo-column-4">No description available.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">_w_session</td><td class="cookielawinfo-column-3">14 days</td><td class="cookielawinfo-column-4">Description is currently not available.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">_zitok</td><td class="cookielawinfo-column-3">1 year</td><td class="cookielawinfo-column-4">Description is currently not available.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">aka_edgescape</td><td class="cookielawinfo-column-3">session</td><td class="cookielawinfo-column-4">No description available.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">aka_edgescape_country</td><td class="cookielawinfo-column-3">session</td><td class="cookielawinfo-column-4">No description available.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">akaalb_enterprise_aws</td><td class="cookielawinfo-column-3">session</td><td class="cookielawinfo-column-4">Description is currently not available.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">akaas_audseg_bobbibrowncosmetics_com</td><td class="cookielawinfo-column-3">7 days</td><td class="cookielawinfo-column-4">Description is currently not available.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">akaas_audseg_origins_com</td><td class="cookielawinfo-column-3">7 days</td><td class="cookielawinfo-column-4">Description is currently not available.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">Akamai-Edgescape</td><td class="cookielawinfo-column-3">session</td><td class="cookielawinfo-column-4">Description is currently not available.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">AnalyticsSyncHistory</td><td class="cookielawinfo-column-3">1 month</td><td class="cookielawinfo-column-4">No description</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">authenticity_token</td><td class="cookielawinfo-column-3">session</td><td class="cookielawinfo-column-4">No description available.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">cookielawinfo-checkbox-functional</td><td class="cookielawinfo-column-3">1 year</td><td class="cookielawinfo-column-4">The cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional".</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">cookielawinfo-checkbox-others</td><td class="cookielawinfo-column-3">1 year</td><td class="cookielawinfo-column-4">No description</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">dd_anonymous_id</td><td class="cookielawinfo-column-3">1 year</td><td class="cookielawinfo-column-4">Description is currently not available.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">ins-c</td><td class="cookielawinfo-column-3">1 day</td><td class="cookielawinfo-column-4">No description</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">ins-current-currency</td><td class="cookielawinfo-column-3">never</td><td class="cookielawinfo-column-4">No description available.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">ins-gaSSId</td><td class="cookielawinfo-column-3">never</td><td class="cookielawinfo-column-4">This cookie is set by the useinsider. This cookie is used for calculating the impact of special campaigns.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">ins-storage-version</td><td class="cookielawinfo-column-3">1 year</td><td class="cookielawinfo-column-4">No description</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">insdrPushCookieStatus</td><td class="cookielawinfo-column-3">1 day</td><td class="cookielawinfo-column-4">This cookie is set by the provider Insider One. This cookie is used for web push recieving.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">js_enabled</td><td class="cookielawinfo-column-3">session</td><td class="cookielawinfo-column-4">No description available.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">RUL</td><td class="cookielawinfo-column-3">1 year</td><td class="cookielawinfo-column-4">No description</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">UserMatchHistory</td><td class="cookielawinfo-column-3">1 month</td><td class="cookielawinfo-column-4">Linkedin - Used to track visitors on multiple websites, in order to present relevant advertisement based on the visitor's preferences.</td></tr><tr class="cookielawinfo-row"><td class="cookielawinfo-column-1">WMF-Uniq</td><td class="cookielawinfo-column-3">1 year</td><td class="cookielawinfo-column-4">Description is currently not available.</td></tr></tbody></table></div>
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