Devo Agency

What you will learn from this case study:

1. Impact of CRO for your online store

2. Simplifying the sales funnel for exponential results

3. Revenue generating activities in the new digital age

Introduction

This business is a replenishment brand that never ran ads consistently in the past, all their traffic relied on word of mouth, organic content and market fairs which resulted in unpredictable and hard to track results.

They had a wide range of products across their website that resulted in more complexity for their online sales process, so we took an eCommerce holistic approach to mitigate this and generate consistent results while increasing brand awareness.

Campaign Management

Before running any campaign, getting clear about which core offers to choose, adding irresistible components, best creatives, crafting copy based on customer avatars, tweaking landing pages for conversion and putting a reliable ad campaign for cold audiences and warm audiences was key for this brand's success.

One of the main challenges was moving forward without tangible previous data to show which product had the most traction. To counteract this, apart from testing directly to market, we analysed our client’s ideal customers via our internal systems and past client’s observations.

Once the core offer is established it is all about going to market with as many highly crafted copywriting and hypotheses as possible and judging the market’s feedback with data. After data is analysed we focus on eliminating the campaigns that aren’t working and scale the ones that are.

Sharpen Brand Funnel

Many brands aren’t prepared for paid ads yet, however with the right consulting, tweaks and strategies, brands with low budgets can experience exponential growth.

Improving conversion rate optimisation (CRO) can be one of the most high leverage activities as an eCom founder. On average online stores have a 1.5% conversion rate (varies by industry). So if brands can increase their website conversion rate from 1.5% to 3% that can translate into doubling the revenue at scale.

For clients who need some changes to their landing page, we developed The Ultimate Landing Page & CRO Stack as a live document that gets updated with the latest eCommerce changes for optimal ROI.

In this case, this brand went from 3.5% to 5.2% in only 31 days.

The Secret Weapon

One of the hardest things to do in business, that the best entrepreneurs have mastered, is the art of relinquishing control. Outsourcing and focusing on asymmetric activities that can impact revenue are crucial when it comes to business growth.

Look at Elon Musk's ownership of Tesla, 17%. Look at Jeff Bezzos ownership of Amazon, 10%. Look at Mark Zuckerberg ownership of Facebook, 13%. (no need to become like them btw)

The pattern is that they let other people grow their business. Not an easy thing to do. In this case trusting an external marketing team can be difficult at times, so make sure you choose the right one.

Conclusion

Bringing clarity into their core offers, online sales funnel, ad strategy resulted in increased customer lifetime value, which is especially important for replenishment brands as they make the majority of their gains on their back-end.

Utilising proven ad strategies based on previous metrics in a certain industry, consistent angle iteration and a reliable process to result can create a predictability machine for your business.

Finally, having a long-term vision for building a strong brand can be the difference between quick results or meaningful impact.

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