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CASE STUDYCustomer Acquisition & Customer Retention
Through Search Engine & Social Media MarketingBrand Name: Mono B Clothing
Brand Mono B Clothing
Brand Fact
Fast Fashion Activewear, Junior and Young Contemporary Wear Wholesale/Manufacturing Company Since 2010, Located in Los Angeles California. Showroom is located in Fashion District in Los Angeles and exhibit Trade Show in Magic, Fame, Dallas and Atlantas
● Lack of Mobile Responsiveness on website + Minimum backend control● Heavy reliance on 3rd party sales channel (FG, LA, OS) for sales stream● Inability to grow SEO, being found on search engines such as google,
bing, etc. (organic)● Inability to grow email lists, new buyer list and automate with other
marketing and operation software. ● Non-PCI compliance, No payment gateway for digital payments from
buyers● Only Marketing Channel was through 3rd party marketplaces such as
Fashiongo, Lashowroom or OrangeShine. Growing buyer market in a gym, yoga studios or small boutique shops in fitness industries were limited to that platform.
Business Solution
1. Website Redesign & Development with Magento Ecommerce platform.2. Marketing and Operation software customized to support current ecommerce operation practice +
Implementation of the technologies/software inhouse employees (including training and adoption).3. Building structured customer acquisition and retention strategies + run, monitor, optimize the campaigns
for individual objectives.4. Coordinate with In-house team for seamless transition for growth + create feedback loop from buyers and
the in-house employees.
Marketing Goals & Deliverables
Brand Awareness
IncreaseRelevant Website Traffic
Boost WebsiteNew
Registrants
Traffic from New Buyers
ConversionOptimization
Channels : Google Adwords, Bings and Facebook, Email Marketing
Increase in Website Traffic & New Buyer RegistrationIncrease Paid Search ROI, Lower Cost Per Acquisition
Increase in Revenue on our websiteIncrease in Purchase Conversions (additional conversions)
Increased Average Order Value
● 718% Growth in Website Traffic 1 year
● 400% Growth in Sales from website in 1 year
● 233% Buyer List Growth in 8 months + Automation
● 2566% Growth in Daily Registration Growth Rate
Measurable ResultsDuration: 8 Months
Google Adwords Campaign Results
Date Range: September 2017 ~ February 2018
● Definition of Conversion: Registered, Purchase, Scheduled Private Label.● Campaigns & Network : Search, Display, Retargeting on Google, Bings and Search Partners● Ad Spend: $7270 Clicks: 15,6000 Clicks, $0.46 CPC and brought 1680 New Buyers and Conversion(Goal): New Buyer
Registration, Lead Generation, Schedule an appointment, Purchase)
Results Measured From Google Analytics
Results Measured From Google Analytics
(continues)
From All vs New Buyers Ratio from 67/33 vs 20/80 Over 350% Increase in Mobile Goal Completion: More people registering, requesting private label inquiry and purchasing from Mobile, Improved Organic Found Google Adwords ROAS: ~$32 Return on Ad Spent for every $1. (Assuming profit margin as ⅓ of the product price)
PPC Campaign Result Details
Channel: Google AdwordsDate Range: Jan 1st ~ Feb 14th, 2018
● Definition of Conversion: Registered, Purchase, Scheduled Private Label.● Ad Spend: $3744.17, Clicks: 7982 Clicks, CPC: $0.47 and brought 3510 New Buyers and Conversion(Goal): 323.(Register,
Private Label, Scheduling, Purchase) vs. All time- $7837.94 (Ad. Spent), 16,479 (Clicks), 1831 Conversions. ● According to Google Analytics’ Data, Every User who visits our website is valued at $16.23 (Goal Value $283,600.00 / 17,476=
$16.23) , $9.71 per session.● Current Goal Conversion Rate is 17.60%, which means every 100 sessions, we are converting (purchase, registration, fill out
scheduling form). 17.40.● Currently ~25% of the traffics are coming from our Google Adwords Campaign.
Channel: Facebook CampaignDate Range: Jan 30th ~ Feb 12th, 2018
Campaign Objectives: Brand Awareness, Traffic, Get more private label subscription.Results:
● Ad Spend: $375.59● Link Clicks: 1010 Clicks● Reached: 16,728 people● Impression(Show Ads): 33,120
Results Measured From Facebook Campaign
● Cost per clicks are almost half the price from Facebook Campaign $0.32 vs. $0.64● Every 20 Users who visited the website, 1 User got converted. (Register, Fill out form & Purchase, etc.)● Average Buyers are valued approximately ~$750 per buyers.● Grow Retention via Social Media Engagement, Abandon Cart and Email Marketing is crucial to increase the Customer’s
Lifetime Value.
Opportunities
Facebook Campaigns: Facebook’s Target Audience ability for campaigns can really narrow down the audience you are running campaign to optimize the results and increase ROAS.
2 Billions (active users) Reviews on Google My Business helps with organic rankingSocial Media signal.
SEO on-site, off-siteReferral Traffic from high DA(trusted sites)
Consistence Google Adwords for Customer Acquisitions (New Buyers)Retargeting Marketing (Gmail, Visitors) to increase Customer Retentions
Optimizing current Email Marketing campaigns via segmentation and run retargeting marketing for specific groups and via personalized abandon cart can help increase AOV, Customer Retention and email marketing revenue.
Segmentation, Domain Authentication, Automation Setup with Subscription Opt-In.
“ Be Found ” on Google & Facebook