Client: Giovanni Cosmetics
Website Focus: Ecommerce
Website Platform: WordPress
Business Type: Business to Consumer
Case Summary: This natural hair care line has a star-studded history with their beginnings in Hollywood and Beverly Hills in the 1970s. After 3 months with us, year over year organic traffic is up 85% and organic revenue is up 100% for $109k in monthly organic revenue.
Read the challenge, our solution, and the result below
Giovanni Cosmetics came to us to increase brand awareness, traffic, and ultimately their revenue through their website. They had traditionally worked with businesses to sell their products, but wanted to move into the digital marketplace as that is where the customers are.
For their email marketing, our task was to update and improve the ROI for email marketing and create a more stable system. The previous email results had low open and click rates, little to no revenue generated per email, and high unsubscribe and bounce rates.
Since starting with us, some of the work we have completed includes writing and launching PPC campaigns, writing optimized copy, and redirecting internal errors. We have also fixed issues with banners, fixed product page images, addressed the add to cart button not working, and have added an XML sitemap.
For their email campaigns, we started by making adjustments to existing email templates which optimized the design for better engagement and deliverability, cleaned and segmented the contact lists for a more targeted strategy and developed a send strategy with a regular cadence based on the interests and behaviors of the existing contacts. We monitored the email content and subject lines to the analytics to continually improve.
After working with us for 3 months, in comparison to last year, the site is receiving 85% more organic sessions, from 96k organic sessions in the previous year to 177k sessions this month. Overall, there was a 143% increase in traffic to the site this month compared to last year with sessions increasing from 180k sessions to 438k. Compared to this time last year, monthly organic revenue has increased 100% for a total of $109k. They also saw a 100% increase in overall revenue this year for a total of $165k.
For email, we immediately improved the open, bounce, and unsubscribe rates. Over the first few months, click rates increased and revenue generated increased 10 times, which we’ve been able to maintain. Working the back end, the deliverability increased maintaining a low bounce rate and getting more emails to the inbox. With the improvements to the email template and topic strategy, we’ve seen an increase in the click rate translating to increased sales.
For social, they have seen their net followers on Instagram increase weekly. On Facebook, the actions on page have increased 100%, page likes are up 10%, page followers have increased 13%, and post reach has increased 61%.