Like many of our clients, Built For Athletes had been overpromised and underserved by an "agency"; pitched by the lions and thrown to the cubs. As such, conversion tracking was amateurish, profits had tanked and performance was overstated. Build for Athletes tasked Leaf with building and executing a new data and digital marketing strategy, to drive significant efficiencies on ad spend and deliver aggressive year on year growth.
Deliver higher average order values (AOV) on first order and increase profit margins by: improving signal quality for conversion tracking and product feeds; recalibrating ad budgets against a new funnel structure; upgrading the creative strategy and execution.
Tech Services - Facebook pixel, Google tag & product feed audit, enhancement, and maintenance .
ROI Gearing - establish target KPIs through unit economics analysis and historical transaction analysis to identify profitable territories.
Campaign Management - full funnel, cross-channel strategy and execution across Facebook and Google ad networks.
Creative Strategy - incentivise higher AOVs (average order values) to increase ROAS and profitability.
After a thorough technical audit of the website we identified mis-firing conversion events on Built For Athlete webpages, leading to loss of retargeting data and the ability to personalise ads via Google Shopping and Facebook's Dynamic Product ads.
The pixel wasn't firing all instances of 'add to cart' and was firing a single currency across the world. If someone were to visit the website from Australia for example, they would be retargeted in British Pounds, instead of their local currency.
We also switched the existing product feed set up to Leaf's solution, to improve the stability of the feed, allow for a greater degree of product title and image customisation and to localise the feed for different territories. Ultimately leading to greater campaign performance.
Next, we restructured the Built For Athletes ad account, which was too granular at the bottom of funnel and not focussed enough at the top of funnel. This was done through a unit economics analysis of profit margins across all target territories, and a historical analysis of ad performance against territories.
This allowed us to not only determine profitable Return On Ad Spend (ROAS) targets for of different territories, but to also segregate each territory into "region buckets" so that ad budget could be better controlled against the most profitable campaigns.
As well as driving down cost per acquisition (CPA) through funnel and territory structuring, we also focussed on increasing the average order value (AOV) to find the sweet spot between these two metrics, to help drive maximum revenue per transaction.
Built For Athletes bags are tougher than your work out. Their quality and durability is a core USP but also presents a challenge in that once people buy, they don't need to come back. This has resulted in a relatively low repeat purchase rate and so we strategised a way to maximise the order value on the first purchase.
Another USP for the brand is that you can customise your bag, which had previously not been used as part of the marketing strategy. We introduced multi-format content showing how you can customise your bag with name, country and slogan patches. This was combined with cross-selling on the website at the point of purchase.
We customised creatives for each section of the funnel, talking to customers differently at each stage of discovery, consideration and intent. We localised the Customise Your Bag creatives to showcase relevant flag patches for each territory group; personalising the creatives for the regions we were targeting.
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