Candle Making Class runs pop-up workshop experiences across multiple US cities. They had strong word-of-mouth but their booking flow wasn't converting the traffic they were driving.
The Challenge
The brand was growing fast organically — social media, local press, and word-of-mouth were driving thousands of visitors per month. But the conversion rate from visitor to booked class was well below industry benchmarks.
Beyond the booking flow itself, there was no system to bring customers back. Someone would attend a class, have a great time, and never hear from the brand again. Gift cards — a natural fit for an experience-based business — were buried and underperforming.
And with operations spanning four cities, there was no unified view of performance. Each location operated in its own silo.
What We Built
Booking Flow Optimization
We rebuilt the entire booking experience from the ground up. The original flow had too many steps, unclear pricing for group bookings, and a checkout that created friction at every turn.
The new flow reduces steps, surfaces social proof at key moments, and makes group bookings and gift purchases seamless.
Multi-Location Scheduling
We built a scheduling system that gives each city its own calendar while rolling up to a single dashboard. Managers can see availability, bookings, and revenue across all locations in one view.
Retention Engine
We designed and implemented a full post-class email sequence:
- Immediate thank-you with photos from the class
- Day 3: "Your candle care guide" (value-add content)
- Day 7: Review request
- Day 14: "Book your next class" with a returning customer offer
- Day 30: Gift card prompt ("Share the experience")
Gift Card & Group Booking Funnels
Gift cards got their own dedicated landing page with occasion-based messaging (birthdays, date nights, corporate events). Group bookings got a simplified inquiry flow with instant quotes for parties of 8+.
The Impact
The optimized booking flow, combined with dedicated funnels for gifts and groups, created a system where every visitor interaction moves toward a conversion — whether that's a booking, a gift card purchase, or a group inquiry.
The retention engine ensures that every customer who walks through the door becomes a potential repeat visitor, referral source, and gift card buyer.
