How a fractional CMO helped Mirror Mirror Salon grow online bookings and keep more clients
Client: Mirror Mirror Salon, an award-winning Austin hair salon known for blonding, balayage and extensions
Services: Fractional CMO: Google Ads, SEO, email, booking-system strategy, reporting
Partnership: November 2024 to present
The results at a glance
$1,600 in Google Ads bookings in two weeks after rebuilding tracking
47% vs 38%: rebooking rate for phone vs online bookings, the insight behind a new welcome flow
The challenge
Mirror Mirror didn't need one more vendor. It needed one person who could see the whole picture and keep marketing moving month to month. Then the salon switched booking software, which required new ad tracking and a revamped welcome flow that optimized the rebooking rate.
What we did
Cleaned up the brand online. We refreshed social bios and website copy, made sure every listing was accurate, and did a full SEO overhaul of the website.
Ran Google Ads from day one, building the campaigns and strategy, setting up conversion tracking for online appointment bookings, then optimizing them each month.
Guided the Booker to Phorest switch. Built new email and SMS campaigns for the entire booking flow, from appointment confirmation to review requests.
Built monthly reporting the owners actually use, pulling Google Analytics, Google Ads and Phorest data into one report with month-over-month and year-over-year trends.
Found where new clients were slipping away. A rebooking analysis showed clients who book by phone rebook at 47%, versus 38% online and just 32% for last-minute online bookings.
Designed a new-client welcome flow around that insight: earlier consultation forms, a personal welcome from the front desk, better appointment reminders, and an email welcome series that introduces Mya, the salon's stylist-matching quiz.
The results
Cost per conversion decreased by 50% after conversion tracking was setup for online bookings
$1,600 in appointment bookings from Google Ads in the two weeks after tracking was rebuilt
New website visitors up 12.2% year over year, and key website actions up 19% in a month
A clear, data-backed plan for keeping more first-time clients
Want a marketing partner who sees the whole picture?
Book a free 30-minute call, or start with a $500 Marketing Audit.
Figures come from Google Analytics, Google Ads and Phorest.