Note: respecting our client's wish, this case study refrains from mentioning the brand name.
Their Goal - What They Wanted
With Facebook as the only digital channel and the pending data loss from iOS14.5 and lower than desired average order values the client was looking to introduce Google Ads as an additional, measurable advertising channel. Additionally, a new website was built, integrated with Cratejoy and we needed to solve some major issues in Mailchimp to allow better retargeting segmentation and insights in Mailchimp from customers purchasing
Summary - What We Achieved
Navigating the introduction of modeled data and the loss of accurate reporting in Facebook we were able to assist with introducing a broader view reporting and couple that with better purchase reporting in Mailchimp.
Launching Google Ads after the first 6 weeks we saw a good initial conversion rate which allowed us to scale to $7k a month in ad spend and add 15% revenue to the bottom line within 9 months.
During the first 3 months, our team worked closely with the client rebuilding their website, we used WordPress and integrated it with the Cratejoy shopping cart. During this time we also created 7 different landing pages for various ad campaigns as well as for testing copy and promotion variations.
Mailchimp was tricky because of the way it was connected to the online store and while it initially looked like advanced retarget marketing would not be able to be automated we were able to solve this and introduce automated flows, including win-back flows for customers who had canceled subscriptions and contributed to the 16% share of generated revenue.
The Story – How We Did It
- We built an external reporting sheet to aggregate all omnichannel data from the two paid channel to look at overall marketing efficiency and tested dropping promotional rates from 50% first time purchase to 25% ultimately driving 1st subscription average order values up.
- A successful website rebuild in WordPress allowed for greater flexibility with design and editing while retaining the Cratejoy functionality.
- Considerable CRO (Conversion Rate Optimisation) was done throughout the website at the various transactional stages from product to cart and checkout to maximize revenue from existing ad spend.
- Channels used were Google, Ads, Facebook/Instagram and Email Marketing.
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