% CONVERSION RATE
1
%ROAS
1
DKK PR. LEAD
1
"The combination of strategy and scaling has been so effective that Totteland reached its first monthly million revenue in September 2020 - and they are only going up from here.."
Totteland.dk is a 100% Danish-owned and E-marked company that sells the latest in dog gear. It all started with a little white cotton dog, Fie, who is Totteland's office dog, taste tester, and mascot. By using Fie, a personal and relatable communication is created to their customers. They focus on a good selection, good customer service, and quality assurance, which is also reflected in their good reviews.
Totteland was established in December 2019, where they have since experienced good growth and good response to their products, which have led to satisfied and returning customers.
Due to their short lifespan, Totteland lacked some experience with e-commerce in terms of functionality, design, and digital marketing. They needed an executable plan and strategy to scale the webshop through digital marketing, content production, and conversion optimization of the website.
At Growbix, our task was to analyze their KPIs on online sales and the market, enabling us to develop a growth strategy that worked across different marketing channels. The strategy included, among other things, conversion optimization of their new webshop, production of video and image material for marketing activities and the website. We created an executable marketing strategy that worked across Facebook, Google, Email, and Affiliate marketing.
Based on Totteland's history, we carried out a conversion optimization of the website. Our approach to conversion optimization is creative, with a data-driven approach based on user experience and behavior. Since Totteland already had a website, there was a small amount of UX data on the website that we worked from. We used best practices and previous learnings from similar industries, as well as a combination of Google Analytics and Hotjar, to create a webshop that focused on multiple conversions.
Based on Totteland.dk's recommended marketing and our previous learnings, we could define the following focus points:
The result was a simple website, with the visual in the center, which was mobile-optimized, and where each product had a unique size guide. This resulted in only 4 clicks from visitors to paying customers.
Conversion optimization of the website meant that there were only 4 clicks from visit to paying customer
The key to success for Totteland, and any business in the industry, is visually and informative content, reflecting the joy of using dog gear. The content should also give an indication of how the products add value to consumers' dogs.
At Growbix, we have a systematic approach to converting content, which in this case consisted of the following steps:
After the shoots, we move on to the editing process. When working with conversion content, it's important to optimize the content for each channel where the content will be displayed.
For example, we have the best experience with 15-second videos for advertising on social media in the 4:5 format, where the message comes within 3 seconds. Since the majority of users on social media browse without sound, subtitles are necessary in the videos.
For the website, we used the classic 16:9 format, which fills the entire screen. Users who visit your website have already shown an interest in your brand and want to see more of your products and shop.
Specifically, we created the same content for different channels but optimized for mobile and the website. The reason for this was to create a common thread between the content on social media and the website. In this way, we told the correct message to the correct user at the correct time.
By collecting emails, we ensured that those who visit Totteland but do not make a purchase are not lost, and Totteland.dk does not need to spend additional budget to capture the user again.
Since Totteland had modest sales and awareness, we treated the case as a go-to-market strategy, where we first focused on generating cheap traffic and converting that traffic into leads and paying customers. Since Totteland sells a product that is used by dogs, it is important to capture users' interest and hit them with informative content. The content was strong, making it easy to tell about the products through strong visual content. Therefore, the marketing strategy was to work with the following channels:
Since the focus was on increasing Totteland's revenue and conversion rate with the same amount of traffic, it was necessary to set up correct tracking on their webshop through Facebook Pixel and Email system. This way, we could capture users' behavior and act on it.
In the work we did for Totteland, we had two focus areas:
By collecting emails, we ensured that those who visit Totteland but do not make a purchase are not lost, and Totteland.dk does not need to spend additional budget to capture the user again. In collaboration with Totteland, a sign-up form was set up through the email system Klaviyo, where a reward was offered for signing up for the email list. When value is created through gated gifts or content, we experience a significant increase in conversion rates compared to a standardized message asking the user to sign up for their email list.
After Facebook Pixel was installed on Totteland's webshop, relevant data became available in Facebook Analytics. Here, we conducted a cohort analysis, showing the customer journey over time. In this way, we could see how long it took customers on average from visiting Totteland.dk to adding to cart or purchasing. Based on that data, we could determine how long retargeting campaigns on Facebook and Email should run and where the budget should be allocated after a customer had visited the website. With Facebook advertising, we worked with a combination of dynamic and branding ads at the bottom-funnel level. In dynamic retargeting, the customer is presented with an ad containing the products they interacted with, along with a sales-oriented message, after they have viewed a product or added it to their cart. In branding ads, they were instead presented with sales-oriented video ads featuring the team behind Totteland.dk. The aim was to build trust in the brand.
Retargeting campaigns were supported by email automations for users who had not signed up through Totteland's sign-up form. Messages and products shown in the emails were based on the users' behavior, just like the Facebook ads.
By establishing cohort analysis, we had a good starting point for determining the retargeting periods on both Facebook and email. By focusing budgets on the best-converting periods, we significantly increased their return on ad spend (ROAS).
Totteland experienced a significant increase in their conversion rate and revenue with the same amount of traffic in the first few months. This underscores that Facebook, email, and influencer marketing are some of the most effective combinations in marketing. With the increasing revenue through increased conversion rates, it was time to scale, which was done through Facebook, Google, and influencers. Here we created a large amount of traffic that went through Totteland's well-tested marketing funnel. The combination of strategy and scaling has been so effective that Totteland reached their first monthly million-dollar revenue in September 2020 - and they're only going up.
Do you want us to grow your business?
Let's have a conversation about how we can turn your webshop into an e-commerce winner. We'll schedule a call where we can learn more about your needs.
