OUR APPROACH & RESULTS 

nalyzing checkout behavior in Google Analytics, we isolated a few key variables that could be lowering conversion rates. We made changes to these variables and implemented a split-test which allowed us to understand how the changes affected conversion rates. The results of the test were conclusive enough to make a fundamental shift in the websites checkout process, and as a result, conversion rates more than doubled. Our team also analyzed transaction history from the past year and determined that the majority of buyers were purchasing on their second and third visits to the website. The percentage of visitors that returned to the site after the first visit was insufficient and we needed to improve it. We improved returning visitor rates by creating remarketing campaigns across multiple online channels. The advertisements delivered to past website visitors and placed a particular focus on those who had abandoned their shopping cart at checkout. The theme of the campaign was to convey the positive emotions experienced after making a good health choice. We used real customer reviews and testimonials in the advertisements to make the messages relatable to everyday life.

The campaign included video and image ads across Facebook, Instagram, and the Google Display Network. We managed these campaigns on an ongoing basis to improve performance and ROAS (return on ad spend). We used different pay-per-clicks bid strategies for different audience-types to maximize our rate of return. The visitors who displayed high-levels of engagement on the site were targeted with higher bids, while less engaged visitors were segmented and targeted with lower bids. This tactic allowed us to adjust the cost of reaching audiences based on the potential value they offered. We sold to our core buyers, while also capturing additional revenue from a less-engaged audience. When the campaigns reached the profitable returns that we set out to hit, our team pivoted its focus towards improving customer lifetime value. If customers follow the recommended use, they consume the product every 30 days. We set out to maximize repeat orders by reminding customers when it was time to place another order. We created a custom audience that included buyers from the past 21 to 30 days, which refreshed daily. Reaching this audience on social media and email, led to a significant increase in customer lifetime value.