NINFAS HAIR
Conversion Strategy & Funnel Design for a Beauty Education Brand
The Context
NINFAS Hair is a professional extensions and education brand built for stylists who want to grow both their skill set and their income. The brand serves a highly discerning audience, working beauty professionals who are busy, skeptical of hype, and motivated by real outcomes.
At this stage of growth, the challenge wasn’t traffic.
It was conversion clarity.
NINFAS needed digital touchpoints that could:
Educate quickly
Build trust without overexplaining
Convert interest into committed action
The Strategic Challenge
Stylists don’t have time to “figure it out.”
For NINFAS, the challenge was to ensure that every click, from paid ads or organic discovery, landed on a page that:
Matched intent
Reduced friction
Clearly communicated value
Guided the next decision confidently
This required more than well designed pages.
It required clear funnel thinking and intentional segmentation.
My Role
I led the conversion and funnel strategy for key revenue driving initiatives, translating brand positioning and audience insight into digital experiences designed to move prospects from interest to action.
Landing pages were the execution layer, but the work centered on decision making, sequencing, and alignment across the funnel.
Strategic Approach
1. Segment by Intent, Not Just Audience
Rather than forcing one page to do everything, we created distinct conversion paths based on readiness and motivation:
Warm leads arriving from Meta ads
Stylists registering for in person masterclasses
Professionals exploring longer term brand affiliation through the Ambassador Program
Each page had a single job. and was built to do that job well
2. Align Messaging to Real Outcomes
Copy and structure were built around transformation, not features.
Instead of:
Listing what’s included
We focused on:
What changes for the stylist after they commit
This meant speaking directly to income growth, confidence, and professional credibility, grounded in language the audience actually uses.
3. Reduce Friction at the Point of Decision
Each page prioritized:
Clear value articulation above the fold
Minimal distractions
Fast, confident CTAs
Social proof placed at decision points
The goal was not persuasion through volume, but clarity through structure.
Key Conversion Touchpoints
Masterclass Registration Page
Objective: Fill a limited seat, in person education experience
Audience: Spanish speaking and bilingual Latina stylists
Outcome Highlights:
7.1% conversion rate
Bounce rate under 40% (high message match for paid traffic)
Strong engagement with visual proof and behind the scenes context
Ambassador Program Page
Objective: Convert stylists into long term brand advocates
Audience: Influential stylists and salon owners
Outcome Highlights:
18.4% conversion rate
41.7% CTA click through rate
Clear lift from simplified value framing and reduced application friction
Business Impact
Higher conversion efficiency from existing traffic
Clearer funnel segmentation across education and partnership offers
Reduced friction for high intent prospects
Scalable page frameworks that support future launches and programs
Most importantly, these pages helped NINFAS turn attention into action, without over selling or diluting the brand.
Why This Case Study Matters
This project shows how conversion strategy and growth leadership can:
Improve revenue outcomes without increasing spend
Respect a sophisticated, culturally specific audience
Support scale through clarity, not complexity
It’s an example of strategy first, execution second, where the right decisions made the pages effective.