this is the best structure for a landing page. Start with emotions and leads, logically justify their purchase, build trust and remove objections and risks.
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Case #2
5 Growth Hacks We Used to Scale a Home Products Store from $119k to $564k Revenue in 4 months. ROAS 722%
BEFORE our work (01.05 - 31.08)
DURING our work (01.09 - 31.12)
Introduction:
In this article
I will share an interesting case in which I managed to scale in revenue almost twice in just a month.
Since we
are constantly trying to bring customers to a new level, we approached this issue responsibly and decided to find options for scaling the current store.
In this case
I will talk about what actions gave a positive result. At the same time, you can use these strategies in your projects.
Market: USA, Canada, Australia;
Niche: Goods for beauty and health;
AOV: ~120$;
The initial client's goal:
Increasing sales flow and preparing for Q4 (4th quarter of the year: October, November, December) is one of E-com's primary sales boost periods.
Before this, the client experienced difficulties with delivering goods around the world. Because of this, he could not scale and grow multiple times. Therefore, it took 2-3 months in the summer to resolve the issue with the warehouse and delivery of goods.
But despite this, we managed to get off to a good start in September and scale well in just a couple of months with ROAS above 7.
Results:
Dates: 09/01/2021 - 12/31/2021
- Total spent: $78,095.48
- Revenue: $564,411.83
- Blended ROAS: 7.22
An important point: We were the only traffic contractors (we used only Facebook Ads and Email marketing), so we considered revenue/expenses in general. Thus, there were no problems with calculating the effectiveness of traffic sources.
The key was in preparation
01
Several high-grossing events in Q4 played a significant role in our case: Halloween, Black Friday, and Christmas.
02
We prepared offers for these events in advance and understood that we would be able to make the primary revenue thanks to these events. This is what happened later.
03
While working on the project, we tested a bunch of creatives for cash events and ordinary days and tried various options for advertising campaign structures, Markets, and much more.
1. Worked out all possible stages of remarketing
01
The first step, when a new client comes to us, we climb into warm audiences and look at what hypotheses we can use to improve the results of campaigns.
02
We often see a picture of how specialists set up 1-2 audiences, for example, with 60-90 day visitors to the website, and that's it.
03
But if you delve into the details, you can understand that retargeting for 60-day visitors is no longer retargeting. Trite, but remember what sites you visited three days ago ...
-
Structure of dynamic retargeting for a website:
-
The structure of manual retargeting for social media:
-
And some custom remarketing campaigns (SECRET🤫)
-
We divide people by intentions:
- Warming up the top stage of the audience - content users
- Warm bottom audience - website visitors
- Hot audiences - added to cart / initiated checkout
- Past customers - those who bought before
And then segment them by day:
- 1-3 days
- 4-7 days
- 8-14 days
- 15-30-60 days
2. Made a completely new structure of advertising campaigns
01
Another important deciding factor in this client's success was using suitable ad campaign structures to attract cold audiences.
02
If, before, the client tried to narrow the targeting as much as possible to find target buyers, we decided to go the other way.
03
There is nothing supernatural at this point, but we decided to trust the algorithms more than our assumptions. Therefore, we tried to expand targeting as much as possible and used many look-alike audiences.
We tested a lot of broad and look-alike audiences for different Markets.
3. We started testing various creatives and texts in advertising
To keep our first impression share from growing, we continuously tested at least a few new videos per week. We also tested the work of the catalog, but the catalog gave results only on the Retention campaign. Video and photo creatives worked better on Acquisition.
4. Made changes to the site to increase the CR Rate
Typically, a good landing page should cover three elements:
Emotionality
Logic
Confidence
And in fact,
An important point:
We understood that on our volume, even minimal improvements in site conversion would allow us to earn additional tens of thousands in the context of 4 months.
Before making changes:
After making changes:
What are the main changes introduced to the site
Implemented a service for collecting reviews on the Trustpilot website;
01
We all know the importance of reviews - they are social proof. But they are often used as secondary and are pasted to a random section of a website. Therefore, we decided to implement an independent source for publishing and viewing reviews.
Cleaned up the site code → made it possible to speed up the landing page by 34% on mobile and PC;
02
Added an obtrusive “Add to Cart” button when scrolling pages;
03
It may seem strange at first but think of it as a small, unobtrusive pop-up button at the bottom of the screen that haunts you and doesn't let go.
We added a Special Offer to the site and implemented a feature - a countdown;
04
Made changes to email campaign scripts;
05The chain of scripts consisted of:
- Welcome Flow - greeting letter 🙋♂️
- Browse Abandonment Flow - those who looked at the product card, but did nothing;
- Add-To-Cart Flow - added to cart but not purchased;
- Customer Thank You - increase loyalty and thank you for the purchase;
- Customer Winback - those who bought from us earlier;
Summing Up:
Despite the difficulties encountered by the client with the delivery of goods in the 3rd quarter of the year, in the 4th quarter we were able to achieve our goals. Grow more than 4x while maintaining volume and stable ROAS. We added a Special Offer to the site and implemented a feature - a countdown;
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