Case study #3
Transforming eCommerce Strategy
Client: A CBD oil company based in Westlake Village, sells various CBD products online and in several brick-and-mortar stores.
Challenge: From our initial conversation with the client, they believed their typical customer was a 65-year-old using CBD for joint pain. Despite their efforts, monthly sales were stuck in the five-figure range, far from their goal of reaching six-figure sales.
Analysis: Through a detailed analysis of Google Analytics reports, we discovered that client’s primary customers were actually millennials with decent salaries and a Los Angeles lifestyle. This insight was critical in reshaping our approach to better target the actual customer base.
Strategy and Implementation:
Site Rebranding:
User-Friendly Redesign: Updated the website to be more appealing and navigable for a younger audience.
Hotjar Integration: Used Hotjar to track visitor behavior, identifying popular pages and points of drop-off to improve site layout and content.
Captivating Copy: Crafted engaging content tailored to the interests and lifestyle of the millennial audience.
Email Campaign Optimization:
Robust Campaign Calendar: Developed an email campaign calendar aligned with company goals, focusing on informational, transactional, and promotional content.
Best Practices Implementation: Applied email marketing best practices, avoiding generic BOGO offers in favor of more attractive percentage-off incentives.
Product Bundling: Created product bundles to boost sales of underperforming items.
Enhanced Product Imagery:
Storytelling Through Photography: Produced high-quality images that told a story, moving away from plain product shots on white backgrounds to more engaging visuals.
Results: By implementing these strategies, we successfully increased the client’s eCommerce sales to six figures within one month. The targeted rebranding, strategic email campaigns, and improved product imagery resonated with the actual customer base, driving significant sales growth.
Conclusion: This case study illustrates the importance of understanding your true customer demographic and aligning your marketing strategies accordingly. By leveraging data insights and enhancing both the online user experience and email marketing efforts, significant improvements in sales performance can be achieved.