Danckuts Barbershop Increased Appointments by 20% Through Website Redesign
Danckuts partnered with Bluum to test whether their homepage was limiting growth. Through a CRO-focused homepage redesign and A/B testing, Bluum uncovered significant unrealized opportunity. The new experience drove more bookings, improved conversion efficiency, and reduced cost per appointment, proving that thoughtful design changes could have a direct impact on revenue.
36% Higher Conversion Rate 🔥 68% Homepage Click Through Rate 🔥 20% Increase In Appointments Booked 🔥
The Challenge
Danckuts had already built a strong brand and loyal customer base, but the team suspected their website was not pulling its weight. Traffic was steady, marketing was active, yet bookings did not scale proportionally.
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The biggest issue was uncertainty. Without clear performance data, the team could not tell whether the homepage was slightly underperforming or leaving meaningful revenue on the table. That lack of clarity made it difficult to justify changes or prioritize investment.
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Rather than make incremental updates, Danckuts wanted to test a bold alternative. They were open to challenging their existing design and experimenting with a homepage experience that was fundamentally different from their legacy layout.
The Pain Points
Before the redesign, Danckuts knew their website was not performing as efficiently as it could, but the real issue was uncertainty. Without clear data or testing, the homepage represented a blind spot in their growth engine.
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Hidden Revenue Loss
Traffic was coming in, marketing efforts were active, and demand for services was strong. Yet appointment volume was not scaling at the same rate. This raised a critical question: how many potential customers were landing on the homepage and leaving without booking? Without answers, the team suspected meaningful revenue was being left on the table.
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Unclear User Intent Flow
Visitors were not being guided clearly from interest to action. The homepage lacked a strong visual hierarchy and clear next steps, forcing users to decide what to do instead of being led toward booking. This friction increased hesitation and drop-off, especially for first-time visitors.
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Overloaded Decision Points
The legacy homepage presented too many competing elements without a clear primary goal. Messaging, navigation, and page structure did not prioritize appointment booking, which diluted focus and reduced urgency.
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No Proof of What Worked
Without A/B testing or CRO benchmarks, decisions about the website were subjective. The team had no way to validate whether design changes would actually improve performance, making investment decisions risky and reactive.
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Missed Optimization Opportunities
Because the homepage had never been tested aggressively, Danckuts lacked insight into how layout, messaging, or calls to action influenced behavior. This limited their ability to optimize not just the homepage, but future pages and campaigns as well.
The Huumans
Behind The Work
Great results don’t come from systems alone, they come from the people behind them.
Each Bluum partnership is backed by a cross-functional team that blends strategy, design, and leadership oversight to move fast and think smart.
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Every win starts with the people who make it happen.
Here’s the team that brought this one to life.
Account Lead
Ally Michelle
Ally served as the main point of contact and project quarterback. She guided communication, managed timelines, and made sure every piece of the partnership stayed on track and on brand.
Lead Designer
Vivian Chung
Vivian shaped the visual direction of the work by translating goals and audience insights into creative that captured attention and drove action.
Executive Sponsor
B. Bernhard
Bernhard stayed close to the partnership from start to finish, providing executive oversight, helping remove roadblocks, and keeping the work aligned with the client’s bigger business goals.
The Results
The homepage redesign delivered immediate, measurable impact across both performance and efficiency metrics.
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20% Increase in Appointments Booked
A clearer user journey and stronger calls to action helped convert more existing traffic into booked appointments without increasing ad spend.
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36% Higher Conversion Rate
The new homepage outperformed the legacy design by a wide margin, validating the impact of a modern, CRO-driven layout.
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16% Reduction in Cost Per Booking
By improving conversion efficiency, Danckuts was able to generate more appointments while lowering acquisition costs.
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Higher Engagement and Click-Through Rate
The redesigned homepage achieved a 68 percent click-through rate, outperforming the legacy page and keeping users engaged longer.
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Clear Direction for Future Optimization
Beyond the lift in performance, Danckuts gained confidence and clarity. They now have a proven framework for testing, iterating, and improving conversion performance across their site.
The Strategy
Bluum began by designing two homepage variants and running a structured A/B test to isolate performance differences. The legacy version served as a control, while the new variant introduced a bold design with clearer hierarchy and stronger booking signals.
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The redesigned homepage prioritized simplicity and intent. Navigation was streamlined, location-specific details were surfaced earlier, and the booking call to action became the focal point of the page.
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Visuals were upgraded to reflect the premium nature of the brand while maintaining fast load times and mobile usability. Every element was designed to reduce friction and guide users toward booking.
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Performance was tracked closely throughout the test, allowing Bluum to quantify results and provide Danckuts with clear, data-backed insights that justified the redesign and informed future CRO efforts.
"We knew our old website wasn’t performing as well as it could, but we had no idea how much potential we were missing. Bluum Digital’s redesign opened our eyes to what’s possible. The results speak for themselves—more appointments, lower costs, and a website we’re proud to showcase."
Zac Reese, Founder @ Danckuts
Queue
Bluum
Bluum approached the redesign as a controlled experiment rather than a subjective refresh. The goal was not just to make the homepage look better, but to measure how design decisions impacted behavior and bookings.
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By running a structured A/B test, Bluum gave Danckuts clear answers about what worked, what did not, and how much value a conversion-focused approach could unlock.
"We knew our old website wasn’t performing as well as it could, but we had no idea how much potential we were missing. Bluum Digital’s redesign opened our eyes to what’s possible. The results speak for themselves—more appointments, lower costs, and a website we’re proud to showcase."
Zac Reese, Founder @ Danckuts
"We knew our old website wasn’t performing as well as it could, but we had no idea how much potential we were missing. Bluum Digital’s redesign opened our eyes to what’s possible. The results speak for themselves—more appointments, lower costs, and a website we’re proud to showcase."
Zac Reese, Founder @ Danckuts
Creative That Converts
Bluum began by designing two homepage variants and running a structured A/B test to isolate performance differences. The legacy version served as a control, while the new variant introduced a bold design with clearer hierarchy and stronger booking signals.
​
The redesigned homepage prioritized simplicity and intent. Navigation was streamlined, location-specific details were surfaced earlier, and the booking call to action became the focal point of the page.
​
Visuals were upgraded to reflect the premium nature of the brand while maintaining fast load times and mobile usability. Every element was designed to reduce friction and guide users toward booking.
​
Performance was tracked closely throughout the test, allowing Bluum to quantify results and provide Danckuts with clear, data-backed insights that justified the redesign and informed future CRO efforts.
