Highlights:
Fashion Store
Blue Offer 7: Fashion Store scaled from $42K to $383,957 (9x scale) in 4 months
The primary goal was to implement on-site tools, strategies, and best-practice improvement to increase their conversion rate.
The goal of the facebook ad account audit was to advise the client on how to improve ad performance as well as identify scaling opportunities.
The Brand
The BlueOffer7 is a Danish Store selling activewear and swimwear products at competitive prices. The brand focuses on frequent launches of new styles and offerings from its drop-ship suppliers.
They contacted us for a conversion audit and improvement cycle after they noticed that their conversions decreased. we also provided a complimentary Facebook Ads account audit and a consultation.
Challenges
As far as conversion optimisation, the site had some areas for improvement when we started. For example, fonts and call-to-action buttons had an inconsistent look-and-feel. There were no site search features and the checkout was not brand-customised. The store would allow checkout in only one currency, which would often cause cart abandonment by international visitors. The site lacked some key credibility and trust-building elements as well.
For Facebook Ads, advanced audiences such as value-based lookalikes weren’t exploited at all. The same with remarketing.
The owner would manage the account fully by himself and he’d have little time to focus on new strategies to increase the ROAS while scaling the account.
In general, the key thing about the client’s business was (and is) finding ‘winning’ products and launching them to build up interest and excitement. Given high competitiveness in that space, once a winner-ad was identified, it had to be exploited quickly before the competition featured the same product as well and the ‘winner’ would lose its momentum. This required a lot of time and research leaving little time to focus on advanced advertising strategies.
Conversion Strategy
Over the first two weeks, we did the first phase of thorough, best-practice improvements, This included :
- enabling mobile search and enabling advanced search features
- upgrading the app for reviews and teaching the client’s team how to import product reviews from other sources and build social proof
- making visual updates for a cleaner, modern feel
- improving the consistency of call-to-action buttons as well as font and logo harmonisation across the site
- branding the checkout with a logo in brand’s native colors
- highlighting the free shipping policy with an announcement top bar
- building social proof by means of a ‘social pop-up’ app that shows who else bought the product
- simplifying menu and focussing it in one key product category
- improving the mobile product page by including the sticky-add-to-cart button implementation
- upgrading Shopify theme to the latest version to remove bugs and enhance UX
- enabling Shopify multi-currency checkout (note: this is not Shopify Plus)
last month, a single conversion improvement delivered an incremental revenue increase of 7.3%(as per A/b testing results)
A second, ongoing phase of A|B tests has already shown a visible increase in conversion rate as well as revenue.
Facebook Ads Strategy
The client understood and followed the advice about using advanced Facebook strategies that our media buyer had proposed in the consultation. Still, he had little time to implement all the takeaways by himself . Thus, our media buying experience was used to not only save time on managing ads, but also to kick off advanced strategies in the Facebook Ad account—as we previously discussed in the audit consultation.
At the beginning we had one major problem to solve:
Blueoffer7’s system was to launch 20 products every week in the hope of finding a winner. The problem here was this: If there were no winners for an extended period —The ROAS would drop and scaling the account was nearly impossible.
To deal with that issue we decided to:
Introduce value-based lookalike audiences and implement advanced remarketing funnels
Start new evergreen campaigns for TOF. This would include a catalog-ad for a specific product-set which we started to optimize further after a few days
Launch a re-engagement campaign to reach former customers with new offers. Before that there was only one Display Product Advertisement (DPA) Ad launched on the MOF and BOF level— for 3 to 14-day cart abandoners. That’s why we decided to implement retargeting campaigns for other segments as well (engagers, past purchasers etc)
Identify the winners and launch dedicated campaigns to increase market exposure of those products
Implementing all the above got us to steady cash flow and a higher ROAS even while scaling. As a result, the client had a solid base to build upon and test out any number of products—without risking losses or inconsistencyThe time saved on the ads management allowed the client to focus on new product launches and find the top-performing products.
Our strategy provided an overall improved and stable ROAS. More importantly though, our successful strategies provided the client with the confidence to scale winner-products more aggressively. That resulted in increased revenue as well as the profit.
The Results
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