Brand X, a women’s outerwear company had a foothold in major retailers nationwide, but was looking to grow their DTC ecommerce business through their website. The website had been live for years; however, there was minimal sales volume due to low traffic levels and conversion rates. As a seasonal business we were tasked with capitalizing on the fall/winter period to increase website traffic and sales.

In analyzing Brand X’s historical performance, Group 8A identified three primary areas of opportunity to assist Brand X in sales growth;

• 

  Improvement
  of user
  experience

• 

  Targeting audiences
  already familiar with
  Brand X

• 

  Reaching new qualified audiences with
  Brand X’s message

To assist with user experience Group 8A advised on and/or implemented conversion optimization updates, such as faster page load times and functionality to clarify key value proposition messaging across the website.

Additionally, Group 8A helped to design and launch email flows to communicate with customers across their purchase journeys. With improved user experience on the website, Group 8A built out advanced Prospecting and Remarketing campaigns on Google Adwords, Microsoft Bing, Facebook and Instagram to target highly relevant audiences with Brand X ads.

To optimize results, Group 8A ran micro-testing on these platforms to narrow down the most qualified and profitable segments to then allocate ad budget towards those top performing areas.  The key metrics used to quantify success of these campaigns were revenue growth and return on ad spend (ROAS).