HOW WE INCREASED A NEW STORE’S CONVERSION RATE
BY 116% IN 30 DAYS
RESULTS
116%
Increase in Store Conversion Rate
744%
Increase in Total Orders
1635%
Increase in Total Revenue
CLIENT OVERVIEW
ShroomJunkie harnesses the power of mushrooms to create a delicious, creamy, and high-protein plant-based milk. They launched their first ever product with Samar Digital LLC Marketing in January of 2024, with hopes to take on the biggest names in the plant milk industry.
CHALLENGE
With a new product, brand new mechanism, and zero data to build off of, we had to create offers, messaging, and compelling angles to quickly scale ShroomJunkie while taking into account the product’s high COGS and expensive shipping costs, AND the loyalty most customers feel to the brands they already know.
OUR PROCESS
PHASE 1: OFFER, COPY & DESIGN CREATION
Since Shroom Junkie Original Plant milk was an entirely new product, the Samar Digital LLC team wanted to create an offer that was both compelling but took into account the high shipping costs associated with shipping liquids. The bottles also came pre-packed in sets of four, so we couldn’t sell them individually. With this in mind, we decided to launch two offers, a Buy 6 Get 2 Free offer, and a Buy 10 Get 2 Free offer. Our copy team then proceeded with detailed research into the plant milk market, what brands were dominant, what their messaging was, and how they were promoting their plant milks. We created a detailed brand avatar for Shroom Junkie, focusing on the tone and messaging that the brand wanted to embrace.
PHASE 4: CHANGING OFFERS
Following these changes, the conversion rate lifted slightly to a 1.76%, but we were still not satisfied with our results. At this point, we established that the offer was the main cause of friction between page visitors and converting customers, so we met with the client and established a new offer that would bring in more converting customers without significantly reducing revenue output. We decided to offer a single 4-Pack of Shroom Junkie with free shipping, at a reduced cost of $19.96. To implement this change, we duplicated our current landing page and updated the offer section to reflect the new offer, with NO other changes being made to the page. We wanted to confirm our hypothesis that the offer was creating friction before adjusting more elements of the page, so that we could ensure our data was accurate. We also stopped running ALL traffic to the Buy 6 and Buy 10 pages to ensure our data was clear and conclusive . With these changes in place, the conversion rate jumped to 3.41% for the week of February 1st - February 7th, However, we noticed that approximately 50% of users who reached checkout weren’t committing to the purchase. We decided to do a deeper evaluation into the checkout process to determine what could be causing this friction.
CHANGING OFFERS
Between February 1st and 7th we saw...
93.75%
Increase in Conversion %
47.37%
Increase in ATC %
PHASE 5: CHECKOUT OPTIMIZATIONS
We saw that on the checkout page, the product was described as “4-Pack, 32 ounce each.” Our hypothesis was that this product description was confusing buyers, because they weren’t sure if the entire 4-pack was 32 ounces total, or if each carton was 32 ounces. To help mitigate this, we upgraded the landing page and to say “Four 32oz cartons” and updated the product to ensure checkout would reflect that users were getting four 32 ounce cartons as well. We saw the impact of these changes within one day, with the conversion rate reaching 3.99% on the 12th of February, and rates averaging out at 3.27% with 43,338 sessions total as the month continued. Not only did our deeply interconnected communication help drive these big increases in results, but we were willing to make drastic changes based on our data, expertise, and analytic insights.
RESULTS
MONTH 1 WITH Samar Digital LLC MARKETING CRO January 1st - 31st 2023
38
Total Orders Placed
$1,752.53
Total Revenue
1.28%
Conversion Rate
AFTER Samar Digital LLC MARKETING CRO February 1st - 23rd 2023
1434
Total Orders Placed
3,665.79% increase
$30,420.67
Total Revenue
1,635.81% increase
3.27%
Conversion Rate