At a Glance
VIIA Hemp Company is an e-commerce business specializing in CBD, delta 8 THC, HHC, and other minor hemp-derived cannabinoids. Over the past year, their sales have grown by more than 300%, with ad investments fluctuating between $300,000 to $600,000 per month, primarily through Facebook. As their business scaled rapidly, it became critical to identify the most effective advertising channels and optimize the onsite customer experience.
Challenges
- Managing and organizing ad tracking data across multiple campaigns and platforms.
- Gaining visibility into customer paths and conversion behaviors to improve performance.
- Optimizing the onsite experience to increase checkout conversions and average order value (AOV).
Goals
- Streamline tracking processes for advertising performance.
- Identify customer journey bottlenecks and optimize conversion paths.
- Implement strategies to increase AOV and checkout-to-purchase conversion rates.
Funnelytics Insights Service Approach
Lindywell is an online Pilates platform offering flexible membership plans, including monthly,quarterly, and yearly subscriptions. Their marketing strategy relied heavily on paid advertising, with ad spend exceeding $45,000 per month and scaling up to nearly $140,0000 per month during special promotional events.
- 1. Tracking and Organization:
Developed a master spreadsheet and process for creating UTM parameters to maintain organized ad tracking. - 2. Funnel Mapping and Analysis:
Successfully implemented tracking across their entire ecommerce site, identifying the most impactful customer paths and optimizing them for better performance - 3. Conversion Optimization (CRO):
Identified over 50 CRO opportunities to improve the checkout process and boost conversion rates.
Set up detailed scrolling analysis to better understand user behavior on each page. - 4. Revenue Growth Strategies:
Increased AOV by over 11% by recommending and implementing upsells after checkout.
Doubled the conversion rate from checkout to purchase through targeted optimizations and testing.
Results
- Streamlined ad tracking processes, providing the Growth team with clearer insights into performance
- Optimized the onsite experience, leading to higher conversions and increased revenue.
- Achieved an 11% increase in AOV and 100% improvement in checkout-to-purchase conversion rates.
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