Consolidate Academy content around clear search intent, improve page structure, and create relevant entry points from high-interest product pages.
REFECTOCIL ACADEMY · WEB STRATEGY, CRO & GROWTH
Turning product discovery into measurable certification interest.
RefectoCil had strong product awareness and a valuable education program, but its website treated them as separate experiences. I led the strategy, UX/UI design, and Wix rebuild that connected organic discovery with certification consideration, and made the journey measurable.
Role
Independent Web Experience & CRO Lead
Timeline
May 2025–January 2026
Scope
Strategy, UX/UI, Wix development, SEO, analytics
Rebuilt Academy experience · desktop + mobile
Organic comparison uses matched January–August periods, 2025 vs. 2026. Store clicks indicate certification interest—not completed enrollments or purchases.
0
x
More organic traffic landing sessions to Academy
0
%+
Unique visitors clicked toward certification
0
legacy URLs migrated with redirects
RefectoCil Academy serves a professional ecosystem, not a direct-to-consumer audience.
Salon owners, lash and brow technicians, distributors, and school managers use product information differently. The Academy needed to help them move from product interest to confidence, training, and a relevant certification choice.
The existing website did not support that progression. Product pages behaved like specification sheets. Certification appeared inconsistently and often linked directly to sparse external checkout. Value, proof, and relationship between product and education stayed unclear.
TRIGGER
Rights deadline turned strategic weakness into immediate business risk.
Major imagery had to be removed before usage rights expired. Two Lash Lift product lines also needed launch support. Mobile layouts were failing, dynamic pages were broken, and 72 URLs required careful consolidation or redirection. The rebuild could not wait.
SITUATION
Certification mattered to the business. The website made it easy to overlook.
Product side
Visitors could learn what product was, but not where professional education fit.
Technical information ended journey instead of creating natural next step toward training.
Education side
Visitors could reach courses, but not why certification was worth considering.
Scattered links and price-first checkout asked for commitment before building value or trust.
BUSINESS CHALLENGE
Customer journey broke between interest and action.
Organic or product discovery
Technical information
External checkout
Certification link
Journey break
The core problem was not missing pages. It was the missing progression from product relevance to education value to action.
The Academy would bridge product research and the external course purchase, supporting search acquisition, professional consideration, and qualified store traffic.
DIAGNOSIS
I audited every page, reviewed responsive failures, studied product sheets and competitor patterns, analyzed course reviews, and worked through business context with stakeholders.
The evidence pointed to one opportunity: connect product demand with education while giving certification enough explanation and proof to earn the next click.
The existing website did not support that progression. Product pages behaved like specification sheets. Certification appeared inconsistently and often linked directly to sparse external checkout. Value, proof, and relationship between product and education stayed unclear.
Research used site evidence, product documentation, stakeholder knowledge, competitor review, and existing customer feedback. No formal user interviews were conducted.
DIAGNOSIS
Academy needed to become consideration layer inside product journey.
01 Acquire
Make education discoverable
02 Build consideration
Communicate value before price
Explain what professionals gain from certification, then support that promise with course reviews, credibility signals, and clear program choices.
03 Create progression
Turn interest into measurable action
Guide visitors from product research to Academy and then to specific CBON course pages, with responsive UX and behavioral tracking across website journey.
STRATEGIC RESPONSE
One journey. Three marketing moves.
Discover product
Understand relevance
See value + proof
Choose certification
CBON store
Discovery
SEO optimized structure, stronger homepage direction, repaired navigation, new product landings, and 72 purposeful redirects.
Consideration
Dedicated Academy hub, certification benefits, course comparisons, professional reviews, trust signals, and clearer content hierarchy.
Action
Contextual certification calls to action, direct links to relevant course pages, contact pathways, GA4, and Microsoft Clarity.
Experience foundation
Custom responsive design, rebuilt dynamic templates, more than 100 optimized visual assets, and lighter page-specific media.
EXECUTION
Every layer supported movement, not decoration
Working as a consultant, I translated CBON’s objectives and brand materials into a complete website system, from information architecture through responsive Wix implementation and analytics.
What this required
Full homepage and Academy rebuild; new Lash Lift Ultra and Classic experiences; repaired product templates; reworked Contact and FAQ journeys; fixed mega menu; optimized media; migration planning; trust content; GA4 connection; and Microsoft Clarity implementation.
RESULTS
More qualified discovery. More measurable intent.
Search acquisition
0
x
Academy organic landing sessions rose from 255 to 2,611 across matched January–August periods.
2025
255
2026
2,611
0
%+
Certification intent
At least 1,353 of 4,371 unique Academy visitors clicked a store-bound certification link during Jan–Aug 2026.
0
%
Connected product journey
Four leading product paths sent 1,164 sessions into Academy during Feb–Aug 2026.
0
%
Mobile reach
3,359 of 4,849 Academy sessions occurred on mobile, confirming decision of a making responsive execution essential to their growth.