HSI Professional

The challenge

HSI Professional sells across multiple product categories with different price points, audiences, and seasonality. A single funnel doesn't work — different products need different angles, different audiences need different messages. Plus, organic social was driving traffic that wasn't converting cleanly.

The OS approach

The OS approach: Surface + Infrastructure heavy (L05 + L01). Multiple promotional funnels in parallel, each split-test optimized, all running on the same GHL + Make infrastructure. Organic social management handled by the same team so traffic and conversion stay in sync.

What we built

Multiple promotional funnels were stood up in parallel — flat iron promo, blow dryer promo, argan oil promo — each with split-test variants. Winners get more traffic; losers get retired or recombined.

Email workflow automations route customers across product lines based on initial purchase. Organic social management drives top-of-funnel traffic that the campaigns can convert.

The evergreen mechanic

Multiple parallel funnels — one per product line — each split-tested with copy and offer variants. Email workflow automations route customers between product lines as they buy. Organic social pushes traffic; the funnels convert it; the workflows up-sell across product lines.

"Different products need different funnels. AutomateScale ran four in parallel and identified the winners faster than we could have alone."

— HSI Professional Team, Salon Pro Haircare