PROBLEM
Monowear started with a successful Kickstarter campaign and positioned next to competitive brands in big box retailers. They wanted to grow the brand but didn't have an online strategy with little social followers and a low volume of traffic to the website.
ROLE
Creative Director in charge of creatives for all marketing channels.
Managed the marketing strategy with an external agency.
Re-designed the website for optimizing conversion rates.
Managed the marketing strategy with an external agency.
Re-designed the website for optimizing conversion rates.
Tools: Photoshop, Lightroom, Shopify, Klaviyo
SOLUTION
We started by nailing down the company goals, mission statement, and understanding our core audience, giving us a template for creatives and messaging. While we were a small company, it was essential to create a brand guide, so we all knew the purpose behind business decisions.
SOCIALMEDIA
Social media became an integral organic channel for us as it was low cost and provided direct communication to our customers. Twitter was a quick way to chat with customers and bloggers. Facebook was a way for us to share news and updates about our brand and products. Instagram was our online gallery of product photography and influencer connections.
NEWSLETTERS
It was crucial to optimize the frequency, messaging, creatives, and customer segments. Planning out ahead of time and timing it with social media posts helped increase open rates, click through rates and conversions.
USERRESEARCH
The product page is the final step to win a customer over on your product and convert. Our marketing agency helped us conduct valuable user research, which found that customers didn't have enough information and ultimately didn't see the value of our product.
Value Pyramid, Exit Survey, Competitor Research
WEBSITEOPTIMIZATIONS
Previously, our product pages did most of the work above the fold, while below the fold only had social proof from customer reviews. By adding more content, we were able to shed light on our products and brands value proposition.
VALUEPROPOSITION
Previously, our product pages did most of the work above the fold, while below the fold only had social proof from customer reviews. By adding more content, we were able to shed light on our products and brands value proposition.
The addition of the Features section informs customers more about the product, backed by relevant photos. A large section for lifestyle photos helps customers relate more to the product and creates a desire to have it. Then we finish off the page with customer reviews to provide social proof that other people find value in our products.
FINALOUTCOME
I have led efforts to grow the company brand and revenue by incorporating a digital marketing strategy, utilizing user-centered design principles to optimize landing pages and newsletters, increasing brand awareness and e-commerce conversion rates allowing the company to grow digital sales from $50k to $2.5m in one year.
LESSONSLEARNED
In any company, especially a startup it's important to define the company goals and always be honest with your customers. This will lead to better decision making and a trusted brand.