Last January I started working with this client as a small side project. I loved their products and wanted to see what I could do to help them grow. They were doing $10k-$15k per month in 2018, so it’s been a fun ride to get them here. Now let’s see if we can 6x YOY again 🤑 
Here's exactly what I did over the last year to achieve this 😎
1) First, I knew we needed to increase their conversion rate. So on March 1st, I launched the site on a new Shopify theme. Biggest addition was updating their checkout flow. We increased CvR rate from 1.5% to 2%.
1) First, I knew we needed to increase their conversion rate. So on March 1st, I launched the site on a new Shopify theme. Biggest addition was updating their checkout flow. We increased CvR rate from 1.5% to 2%.
2) Second, I knew before we started to ramp up ad spend we needed automated emails. These would help us convert all of the paid traffic. I ended up writing, designing and building out 17 emails across 6 Klaviyo flows (4 pre-purchase & 2 post purchase). They $100k+ in rev in 2019.
3) Third, it was time to dial in email capture so the automated emails would fire. I tested offers (% off, $ off, giveaways) and fire rate (immediate, 6s, 2nd page). Best performer ended up being a simple 10% off with a punchy background photo, it fires 6 seconds after page load.
4) Fourth, now we get to my favorite part, scaling up paid ads. I started by building out my standard remarketing campaigns. For prospecting I tested industry relevant broad interests and 1-3% lookalikes. Best performing cold audience on first $15k in spend was 3% LLA Email Subs
5) Fifth, now that we had some winning audiences, I wanted to dig deeper into creative testing. We only had access to photos, so we tested single photos (mostly square) and lots of carousels. We tested customer photos vs professional photos. Here's our best performing photo ad:
6) Sixth, in June we started to get more video assets so we were able to test short 10s, medium 30s, and long format 2m videos. The best performing video was 30s long and contained: "how it works" segments, press features, still photos and a clear call-to-action. Here's the video
7) Seventh, now that we had a good handle on acquiring customers at a solid profit (around June), it was time to scale up the paid social budget. Over the next few months we slowly scaled budget every month. Now we're spending around $20k/month.
8) Eighth, we're now focused on scaling paid acquisition channels while maintaining solid profits. To do this we review their financials weekly to find small ways to improve profitability. 2020 is going to be about increasing creative output and expanding the product line.
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