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How We Increased Sports Products DTC Brand's Monthly Revenue 2X in 6 Months
SHAKESPHERE CASE STUDY
+50%
eCom CVR
3x
Organic Traffic
by Dennis Lazard · Written November 28, 2022 · Updated December 19, 2023
2x
Mo. Revenue
About The Brand
ShakeSphere shakers were designed to offer sports lovers optimum mixing and supplement
delivery. Being delivered in a unique pill shape, this shaker eradicates supplement
accumulation, creating a dynamic environment for a superior mix that doesn't require a
mixing ball or mesh grid.
The simplicity of such shakers is what makes ShareSphere unique in the industry. No corners means no smell, less and easier cleaning, and completely no wastage.
Being inspired by the idea of revolutionising the shaker bottle market and creating products that improve health, ShakeSphere Bottle is a go-to solution for before, during, and after a workout.
The simplicity of such shakers is what makes ShareSphere unique in the industry. No corners means no smell, less and easier cleaning, and completely no wastage.
Being inspired by the idea of revolutionising the shaker bottle market and creating products that improve health, ShakeSphere Bottle is a go-to solution for before, during, and after a workout.
The Challenges
Following our well-developed approach, we began with brand research to identify where the company and its positions actually were at the time, identifying growth spots for improvement that we could focus on:
- The brand had a pretty good listing as a ‘sports shaker’ in the Top 5 of the product category on Amazon US.
- The brand had two local websites on Shopify - the American .com and the British co.uk.
- Both Shopify stores were making on average 200-250 orders per month, generating a small amount of monthly revenue comparing to the Amazon store.
- The Brand had almost zero organic traffic, while the majority of traffic the brand did get was coming from irrelevant locations with no commercial intent and projected growth.
- Google Ads didn't work profitably (negative RoAS) the way the Brand expected for both stores - there were no Google Ads Shopping (Performance Max now) and Dynamic Remarketing Ads.
- The brand didn't have any Facebook ads, Facebook Catalog or Dynamic Retargeting with tagging of the products in socials (both FB and IG).
- There was no Facebook Shopify integration for the British store, no Instagram Shop set-up, TikTok or Pinterest retargeting codes.
Strategic Approach
With the issues identified and the goals clarified, we developed a strategy comprising of the following steps:
- 1
Step 1: Optimisation of Shopify Product Pages
We kicked off the process by analysing the best-performing search keywords on Amazon for the brand's product listings so we could later integrate them into Google Ads campaigns and parse all Amazon reviews to upload on Shopify, therefore optimising product pages and their conversion rate. - 2
Step 2: Expand and Set Up Localisation
The next step was setting up both American and British stores and implementing the required Shopify integrations. We also separately launched a European website for the EU countries, expanding the brand's reach to new international markets. - 3
Step 3: Increase Average Order Value
We implemented ad copy optimisation based on separate product pages in order to boost the E-commerce Conversion Rate and Average Order Value (AOV) of the first purchase, increasing and stabilising monthly Revenue. - 4
Step 4: SBO Optimisation
Once keyword research was completed, we made SEO Basic Optimisation (SBO) updates to all the brand's websites, which included improving Shopify on-page and off-page optimisations, product descriptions and FAQs, page structures, and creation of a building strategy where we added the founder's alma mater and sports federations to get high-value backlinks and public mentions pro bono. - 5
Step 5: Successfully Launched Google Ads in All Locations
We decided to start by launching Google Ads Shopping for the US store first. We also launched the same ads in the UK and EU 3 months and 5 months later respectively, using the best of the American tactics. During this testing period, we made conversion pixel optimisation work on the product catalogue promoted on Google Performance Max. - 6
Step 6: Facebook Catalog and FB Catalog Dynamic Retargeting
The next step was to establish relevant traffic without increasing expenses, by making Facebook Catalog and FB Catalog Dynamic Retargeting with a 15% Off sale for the 1st purchase. - 7
Step 7: Get the Most Out of All Socials
We established proper Shopify integration for both British and European stores, followed by Instagram Shop - by tagging the products to make them available from socials. We also set up TikTok and Pinterest retargeting codes so the brand could collect data, gain insights, and scale with traffic and further sales.
The Results:
Result 1: 2X Growth of Monthly Revenue in 6 Months
With Google Performance Max Ads working on both websites, bringing relevant clients, SBO optimisation attracting organic traffic, and seated-up social media accounts, we achieved increases of 2x and 1.5x monthly revenue of the US store and the UK store respectively, in just 6 months.
Result 2: 3 Successfully Localised Shopify Stores
With the initial goal of expanding the brand's reach and attracting more profitable customers with the best conversions, we were able to finalise US and UK store localisation and successfully launch a new European store from scratch that is already bringing in revenue.
Result 3: Increased AOV by +29%
We were able to increase the AOV by 29% and grow the average number of monthly sales by 39% through the CRO.
Result 4: 3.4X Growth in Organic Traffic
Our SBO and product page optimisation led to 3.4X growth in organic traffic in 4 months, attracting over 350 new sales directly from Google Search free listings.
Result 5: 7-Figure Revenue 'How-To-Achieve' Plan
A Growth Marketing Roadmap we created helped the brand to create a 7-figure revenue roadmap with the US and UK stores based on the real launched data.
“I can't speak highly enough about ESA team! They have transformed my website from a store that functioned fairly well, to a fully optimised platform which performs better and generates significantly more income through substantially better sales conversions. We have a plan to continue building on the fantastic 7-figure revenue growth we’ve already achieved this year, and I have no doubt that with ESA team on side we will accomplish all this and more.”
Hanna Sillitoe (www.hannasillitoe.com)
Skin Healing Expert, BBC Dragons’ Den Brand
Skin Healing Expert, BBC Dragons’ Den Brand
ESA team combine both a creative and data-driven approach in performance marketing, testing around 10 hypotheses per week for acquisition, engagement and retention. Their work on developing and executing a product growth strategy for the UK and US markets has led to a 68% increase in our number of monthly clients and $1.3M raised in Oct 2019 based on our growth metrics with ESA.”
Roman Grigoriev (www.splento.com)
CEO at Splento (fundraised $1.3M)
CEO at Splento (fundraised $1.3M)
"ESA Agency are SEO and PPC team of our Spain and Portugal eCommerce shops. They created our new websites from the ground up, improving UX usability by 4x times. The result? Double the online visibility of our brand and an increase in our online revenue of 150%. We couldn’t be happier! It’s a perfect partnership."
Ilya Adamsky (www.sleep8.es / www.sleep8.pt)
CEO at Askona Europe (Brand Sleep.8)
CEO at Askona Europe (Brand Sleep.8)
“I met Dennis and his Google team, when they pitched their startup Smartsub. We accepted them to our accelerator program in 2017, Batch 9 and they successfully passed through it. Within a short period of time they managed to develop MVP of their product, design and implement go-to-market strategy launching the product on the US market. Their broad digital business experience and data-driven approach allowed them to make things done.”
Cristobal Alonso (www.startupwiseguys.com)
CEO at SWG (funded Smartsub in 2017)
CEO at SWG (funded Smartsub in 2017)
“ESA team with their Google Ads skills, growth mindset and natural ability to mentoring are able to bring a lot of value to startup ecosystem with so many tech companies in their growth stage and businesses struggling with Google online advertising.”
Monika Synoradzka (www.hugething.vc)
CEO at HugeThing (funded Smartsub, 2019)
CEO at HugeThing (funded Smartsub, 2019)
ESA team had outperformed my expectations working with one of our main SEO clients. They delivered X2-times organic traffic growth for 12 client’s websites, working with technical, content and link-building SEO optimisation in Google, website structure, navigation, technical code and conversion rate optimisation.”
Maria Kristalinskaya (www.bbdo.com)
Head of Retail Media at eBay (GE), Techstars Startup Mentor, ex-BBDO
Head of Retail Media at eBay (GE), Techstars Startup Mentor, ex-BBDO
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