Case Study – Apex Brands

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130%

Revenue

increase

47%

Returning

customer rate

154%

Orders

increase

39%

Conversion

rate

Overview

In just 40 days of concerted effort, Apex Brands achieved remarkable results for our client by shifting our focus from selling features to selling results. By implementing strategic changes across the client’s website, we were able to drive significant increases in revenue, customer retention, orders, and conversion rates.

How We Did It

We focused on selling the results > features for everything.
 Headlines changed to be beneficial as opposed to feature heavy and poorly promotional. We added unique proprietary mechanisms for the brand that make it competitive for shoppers. FAQ’s were added, which stops shoppers bouncing off. We want to provide as much info as possible during a shop. And we added text with offers over images.

Key Points

The real difference is what we added to recurring revenue. By making every post-purchase upsell focus on subscriptions offers, we drove huge take rates. We also added discount subscription rates available on initial pages to pre-frame the offer.

Two things here:

That 41% will continue to compound with each and every visitor from here on out.

(Where this goes from here is frightening.) This is before we add any email flows and retargeting for the subscription offers.

 Recurring revenue and CRO were our number one multipliers and lever of growth here. 

We sacrificed a little in terms of returning front-end customers because of our focus on increasing conversions and turning every  initial front-end purchaser into a subscriber. 25% down in one month traded for 41% up. Which will continue month-over-month,  as we manage churn (and it has). And that’s before any new future visitors and customers are added into this offer. Oh and on a finishing note here. This has been 40 days of working, and just 30 days of execution. 

67%

Revenue

increase

32%

Returning

customer rate

60%

Orders

increase

74%

Conversion

rate

Overview

This study highlights a significant growth across key performance indicators (KPIs), with revenue up by 67%, sessions by 32%, orders by 60%, and conversion rate by a remarkable 74%. This transformation was achieved through a strategic blend of Evolutionary Site Redesign (ESR), influencer marketing/whitelisting, revamped creative strategies, and targeted traffic scaling efforts.

How We Did It

We started with the ESR (Evolutionary Site Redesign) approach first to increase CVR before driving more traffic since their site was in dire need of a redesign.

Then implemented an effective and robust influencer marketing/whitelisting strategy, redefined their creative strategy, scaled paid media channels, and drove traffic towards best selling products to increase revenue. 

Product pages were changed to sell the result over features, FAQs, shipping info, fulfilment info, and a variety of other CRO features were added. Revenue increased by 67% from the previous year after the right systems were in place and traffic was effectively scaled.

Key Points

The biggest key points are what we were able to add to our conversion rate and traffic. We transformed their creative strategy to be more data focused and created ads that emulated top performing ads on Meta and TikTok so we could be certain that they had a high probability of performing well. Product pages catered to the pain points/desires of our buyer personas and the influencers we partnered with through influencer whitelisting and product exchange promotion told the story of the brand without seeming like we were directly trying to get them to convert. We then layered in high converting offers for the bottom of the funnel and drove conversion rate through the roof with a 74% increase.

Two things here:

That 67% increase in revenue will continue to increase as conversion rates are increased and traffic is scaled. 

This is before we added any SMS marketing and optimised their email flows

Increasing conversion rate and scaling website traffic were the number one growth catalysts here:

Once we built out the right systems and optimised the conversion rate on their website, we ramped up the performance marketing, focused on continuing 

to refine our influencer marketing by collaborating with more targeted influencers, and a built a data focused creative strategy machine.

511%

Revenue

increase

388%

Returning

customer rate

16%

Orders

increase

16%

Conversion

rate

Overview

The strategy began with optimising the online store’s conversion rate and average order value before scaling traffic. This involved leveraging influencers, directing traffic towards best-selling and seasonal products, and implementing features such as FAQs, shipping info, return info, fulfilment details, and live chat support. Additionally, introductory offers captured customer attention, leading to a significant increase in revenue from $1.1 million to $6.1 million.

How We Did It

We focused on split-testing and enhancing the CVR and AOV before driving more traffic. Then scaled paid media channels and leveraged influencers accordingly and drove traffic towards best selling products and new seasonal products to increase revenue. FAQs, shipping info, return info, fulfilment info, and live chat support features were added along with introductory offers that caught attention. Revenue started at around 1.1 M and increased to 6.1M after the right systems were in place and traffic was effectively scaled.

Key Points

The biggest key points are what we were able to add to our online store sessions. By pushing focus on a creative strategy catered to the pain points/desires of our buyer personas, leveraging influencers through influencer whitelisting, and layering in high converting offers, we drove online store sessions through the roof with a 388% increase. Exclusive VIP customer offers pushed through email for VIP customers.

Two things here:

That 511% increase in revenue will continue to increase as traffic is scaled more aggressively. (And it has)

 This is before we added any SMS campaigns and flows for VIP customers.

Scaling website traffic was the number one growth catalyst here: 

Once the proper systems were in place to start pushing traffic we ramped up the customer referrals and focused on implementing an effective influencer marketing and a creative strategy that turned our cold traffic into loyal customers by speaking to their paint point and desires. This was with them only utilising two sales channels.

47%

Revenue

increase

27%

Returning

customer rate

44%

Orders

increase

102%

Conversion

rate

Overview

This case study highlights the successful implementation of strategies aimed at increasing revenue, improving customer retention, and enhancing conversion rates for a business. By focusing on key metrics such as conversion rate (CVR) and average order value (AOV), coupled with the introduction of subscription offers, the business witnessed significant growth in revenue and returning customer rates.

How We Did It

We focused on increasing CVR and AOV and then started split-testing and scaled accordingly while driving traffic towards subscriptions for recurring revenue. FAQs, shipping, returns, & fulfilment information were added along with an introductory offer that caught attention. CVR started at around 4% and increased to 8.07% by the time we added CVR enhancers.

Key Points

The biggest key points are what we were able to their recurring billing revenue and the increase we were able to make in their conversion rate. By transforming the way that users interacted with their product pages and pushing focus on subscriptions offers, we drove conversion rate up with a 102% increase and recurring revenue through the roof with a 470% increase. Discount subscription rates pushed through email for VIP customers.

Two things here:

That 470% recurring billing revenue will continue to increase as traffic is scaled more aggressively.

 This is before we add any email flows and retargeting for the subscription offers.

Recurring revenue and CRO were the number one growth catalysts here: 

Once the proper systems were in place to start pushing traffic we ramped up the customer referrals and focused on crafting a creative strategy that turned our front-end purchasers into subscribers while speaking to the paint point and desires of our target audience. With them only utilising two sales channels the results from here on out are terrifying. 

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