Transforming a Barbershop’s services and product business with spiral scout

Shopify plus

platform

Zenoti

bookings Integration

UI/UX

redesign

Services

AI Consulting & Development, Design, E-Commerce Development, Maintenance & Support, Shopify Development, Software Testing Services

Industries

E-Commerce

Technologies

Google Analytics, HotJar, REST API, Shopify, Zenoti

About the Project

Let’s be honest. Made Man Barbershop (MMB) built their first site and it was described by their owner as an absolute visual eye sore and while we didn’t fully agree, we knew there was a lot of work to improve conversions. MMB described itself as a premium grooming destination in New York City, that offers top-tier barbering services, including haircuts, beard trims, and shaves, while also selling a curated selection of high-end grooming products. As they tried to expand their business, they noticed that their existing website was underperforming in conversions for both service bookings and product sales. The user experience was clunky to say the least, leading to frustrated customers and abandoned bookings. Additionally, their integration with Zenoti, the booking and management system they were using, was not optimized, creating a broken user experience and inefficiencies around scheduling and accounting.

To build their reputation as a premier grooming experience, MMB needed a complete digital overhaul—one that would not only enhance the booking experience but also optimize product sales, improve customer engagement, and provide valuable analytics for decision-making.

Objectives

Increase online conversion rates for both service bookings and product sales.
Improve website usability to create a seamless, modern customer experience.
Integrate Zenoti for booking, scheduling, and accounting without disrupting operations.
Implement better analytics tracking to make data-driven business decisions.

Challenges

Solutions

Challenges

Low Conversion Rates and Friction in Booking & Purchasing

The previous website made booking an appointment and purchasing products more complicated than necessary. The user flow was cluttered, requiring multiple steps to confirm a booking, which led to high abandonment rates. Product pages also suffered from slow load times and poor mobile optimization, making it difficult for customers to browse and purchase grooming essentials.

Solutions

Comprehensive Usability Audit

We completely redesigned the user interface, placing a strong emphasis on intuitive navigation and a frictionless booking experience. By implementing a modern Shopify Plus theme and restructuring the layout, we created a one-click booking process for services, ensuring customers could reserve their appointments in seconds. We also enhanced product pages with faster load times, improved mobile responsiveness, and streamlined checkout, making it easy for customers to shop for grooming products.

Challenges

Poor Integration with Zenoti for Scheduling & Accounting

MMB relied on Zenoti for appointment scheduling, but the integration was not seamless, leading to manual entry errors, scheduling conflicts, and issues with automated billing. Staff members had to double-check reservations manually, which slowed down operations and frustrated customers.

Solutions

Implement a New User Journey After Research

Our team developed a custom Shopify-Zenoti integration, allowing for real-time syncing of bookings, schedules, and financial transactions. This meant that customers could book directly through the Shopify site without any disruptions or inconsistencies, while staff could focus on delivering top-notch grooming services rather than managing backend scheduling conflicts.

Challenges

Limited Data & Lack of Business Insights

The previous site lacked advanced analytics tracking, making it difficult for MMB to understand customer behavior, track conversion rates, and optimize marketing campaigns. Without clear data, the business couldn’t pinpoint which services or products were performing best or identify where potential customers were dropping off in the booking process.

Solutions

Enhanced Analytics and Data Tracking

We implemented Google Analytics 4 (GA4) tracking, custom Shopify analytics dashboards, and integrated conversion tracking for both bookings and product sales. This gave MMB deeper insight into customer behavior, allowing them to fine-tune their services, marketing campaigns, and pricing strategies to maximize revenue.

SHOPIFY PLUS DEVELOPMENT strategy

Overview of the critical steps that shaped the Shopify Plus project’s success and addressed its key challenges.

Leveraging Shopify Plus for Scalability & Performance

We recommended Shopify Plus as the best platform for MMB’s needs, ensuring they had a flexible, high-performing website that could handle both bookings and e-commerce seamlessly. The theme customization allowed MMB to easily update content and make adjustments without needing developer support.

Modernizing the UI/UX to Drive Engagement

The site’s entire visual identity was refreshed to reflect MMB’s premium brand, ensuring a luxurious, user-friendly experience that resonates with their customer base. The homepage was optimized to highlight both services and retail products, balancing both aspects of their business effectively.

Zenoti API Integration for Streamlined Operations

The Zenoti integration allowed for automatic appointment confirmations, real-time staff scheduling updates, and seamless accounting management, eliminating manual errors and administrative overhead.

Project results

The transformation of Made Man Barbershop’s online presence delivered tangible, high-impact results, significantly boosting both bookings and sales. By streamlining the booking experience, online appointments skyrocketed 6x, while site traffic surged by 58%, drawing in more customers than ever before. The 1-click booking system removed unnecessary friction, making the process seamless, while mobile optimizations increased purchases by 40%. On the operational side, automated scheduling cut manual workload in half, freeing up staff to focus on delivering top-tier service. With enhanced analytics and smarter pricing strategies, MMB not only saved time but also maximized revenue, positioning them for long-term growth in the competitive grooming industry.

impact

6x increase in online bookings (from 30 per month to 180).
58% increase in site traffic (from 12,000 monthly users to 19,000).
Reduced booking time from 5+ clicks to a 1-click confirmation.
Automated scheduling reduced manual staff workload by 50%, allowing them to focus on customers.
Integrated analytics led to better marketing and service pricing strategies, increasing revenue.