-
New Website, Aggressive Revenue Growth
I worked for a company that was in the process of sourcing the best ecommerce platform for their online site. I identified and shortlisted few ecommerce platforms and in the end we all agreed on Shopify Plus as the best fit for this business. Once we completed the entire re-platforming process, my goal was to generate revenue from this new site through integrated digital marketing approach and promotional strategies.
The Challenge:
My most important goal was to generate a 34% growth in revenue YoY. Since this was a new website my challenge was to build organic traffic to the site, to make sure our conversion rates are 2% and above, to have a AOV of $40 and hit a target of 2000 orders per month for the first year of launch. Since it was a brand new site company was still facing issues with Shopify and their custom ERM API integrations.
My Strategy:
My approach was to come up with a well rounded system by tactically lining up various digital marketing activations with ecommerce sales and promotions. Two most aspect of my plan was customer retention and customer acquisition. My plan was to drive new customer acquisition through social contests, affiliate marketing, paid media and organic channels, and on site promotions.
I create new benchmarks as needed. I partnered with product and operations team to create a cohesive promotional calendar for tactics. I also ensured creative and content is consistent and on brand by maintaining an open and collaborative process. I worked with Front-end design and development teams to optimize home page with best practices of Web designResults:
This plan worked extremely well and we got results that we had planned. Our overall revenue from site went up not 34% but 35% while maintaining a AOV of $42, $2 above the goal. The company also had 2200 avg. monthly orders, 200 more than our target.
Due to my focus on customer retention and repeat buys, within 3 months, company noticed nearly 45% of their total sales was from repeat-buyers up from 38%. Since part of my strategy was also to bring in more traffic to site company saw a website user growth of 28% over 6 months.
Here is a graph showing repeat customer rate improvement in three months
Here is a graph showing revenue comparison from ecommerce between 2017 and 2018
Featured Articles
-
Black Friday/ Thanksgiving Sales
This ecommerce company wanted a aggressive strategy to promote their 2018 Blackfriday-Thanksgiving weekend sales. They had an extremely good 2017 Blackfriday sales with a 40% growth vs 2016 making it one of the biggest sales ever and pouring in so many orders that warehouse and fulfillment team had to employ new temp. staff to keep up with
-
Follower Growth on IG
This skincare company started their social media efforts in 2016 and by June 2016 had around 16k followers on Instagram. They had a beautifully curated feed and a well organized content calendar. They had budget and resources needed for content creation, curation and influencer marketing. The Challenge: This company wanted to aggressively target a 60k
-
Inconsistent Branding And Content
I worked for a company that was brand new to Social Media. They had pretty much created accounts but did not have resources to generate consistent, creative, branded, meaningful content. They still had some 6000 followers on Instagram and another 5000 on Facebook. Being a beauty brand, these were the two main platforms they wanted to target.
-
Refining Retargeting
A vegan skincare company that I worked with struggled with running successful retargeting campaigns. Retargeting works best with low funnels and audience that are highly likely to turn into customers. The Challenge: Even with highly targeted retargeting ads. CPA was about $31.14 which was pretty high for the brand that had an AOV of $40. I saw an
-
Enhancing PPC Results
One of the companies I worked for is a leader in vegan, natural skincare products. They sell their products through health and wellness stores like Whole Foods, Sprouts as well as beauty, drug stores like Ulta, CVS, target etc. With a brand new ecommerce site launch in 2017, they were looking to expand into digital
-
Email Subscriber Growth
CASE STUDY #2: Grow Email Subscriber Base Another premium consumer brand company based in Los Angeles was dealing with no one signing up for their email lists. This company were in business for over 30 years but had stepped into ecommerce in 2015. They used Shopify as their platform and were on Mailchimp for emails.
-
Auto Campaigns and CTR
CASE STUDY #1: Open Rates, Click Rates And DRIP This particular company in health and wellness category had a decent email subscriber list. They had a good cadence and really beautifully creative emails. They had a below average open rates though- their industry average is around 12% but their open rates were around 3.8%. Without getting opened their