Challenge
Do or drink was an adult-themed board game that needed help migrating their business from Amazon to Shopify. They had little experience with running ads through Facebook’s platform but had found success with influencer ads. Our task was to optimize their Facebook ads campaigns to convert through their Shopify store. With such a strong brand identity, we were able to rapidly scale the brand in terms of revenue, and profitability.
Solution
With such a strong product and brand, we were confident that the Snow Agency would be able to provide the growth their brand sought. While the brand had been converting well on Amazon, the Shopify store had not been built for direct traffic. Our first step was to build out landing pages that would serve designed to convert through paid ads. This was an inexpensive option that allowed us to actively split-test variations to improve CRO. Next, we crafted a detailed targeting plan with relevant creatives to maximize spend efficiency. Due to the nature of the game, it was challenging to find the right blend of UGC that displayed the game’s value, without violating facebook’s guidelines. Through our consistent and measured approach to testing, we were able to find a winning combination. Finally, we increased average order value with strategic offers and bundles, while maintaining our high standard of conversion rates. Website Optimization The first step to building their Shopify data was to create landing pages designed for each channel they ran traffic through. This method allowed us to make tweaks to the pages and steadily improve the overall conversion rate. The other major benefit was that each change we made resulted in no extra up-front investment, allowing us to improve results in a quick, cost-effective manner. These landing pages were meticulously crafted and specialized with our target persona in mind, providing prospective customers with social proof and relevant testimonials to convince the consumer to purchase Do or Drink over their many competitors. The added bonus was that despite the focus being directed towards Shopify sales, Amazon revenue saw an increase as well, as prospective traffic had the choice between the two sales channels. Content Development Knowing that our target customer persona was mostly young adults between the ages of 21 and 34, we created content that would resonate best with this demographic. We sourced User Generated Content from real customers of the brand to develop our portfolio of ads. This tactic gave us the benefit of remaining native to the platforms we target, and also helped build social proof for prospective customers. With a mixture of testimonials, product review pictures, mash-ups, influencer videos, and targeted carousels, we were able to deliver relatable and engaging content that also converted. Detailed Targeting Before signing on with the Snow Agency, Do or Drink did not have the infrastructure in place to handle paid traffic. Their campaigns had been directed to Amazon, which limited the amount of customer data that they could access. Amazon also proved to have unreliable attribution measurement, making it difficult to properly interpret campaign results. Through our refined testing best practices, we were able to hone in on a combo of offer and persona, which allowed us to scale to consistent six figures in revenue monthly. Average Order Value After we were able to perfect our targeting, we knew we could boost revenue even higher with improvements to the AOV. By using strategic upsells and bundling, we were able to boost AOV by 60% in our first three months of ad management. This boost in AOV coupled with a stable CAC improved ROAs outside of the ads platform, which was key to unlocking the brand’s full potential.
Results
FACEBOOK ADS STATS (NO PREVIOUS DATA) $ 408,108 Increase in Revenue + 2.49 % Increase in ROAs $ 163,684 Total Spend on Facebook Ads SHOPIFY STORE DATA + 17,695 % Increase in Total Revenue +25 % Increase in Click-through Rate +22,382 % Increase in Total Orders
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