A Cheerful Giver (ACG), an established candle and gift manufacturer, was experiencing extreme growth but were struggling to scale and grow their e-commerce presence beyond Amazon. They looked to Nectar, who was already managing their Amazon brand, for help. ACG encountered two significant challenges that hindered their e-commerce growth. The first issue was the difficulty in scaling and growing on the Magento e-commerce platform. The second challenge involved limited success in driving sales and traffic through their sales channels outside of Amazon.
Recognizing ACG's concerns, Nectar's website marketing team devised a multi-pronged approach to address the issues and catalyze ACG's growth. The first step involved transitioning ACG's e-commerce platform from Magento to Shopify. This move was crucial as Shopify offered better scalability, allowing ACG to handle increased traffic and transactions in a more predictable cost structure without compromising performance. Additionally, Shopify's user-friendly interface made it easier for the ACG team to manage their online store, reducing the time and resources spent on technical maintenance.
In the second stage, Nectar focused on developing comprehensive marketing strategies and calendars to optimize ACG's online presence. They built comprehensive marketing strategies and plans laid out in marketing calendars, targeting multiple channels for maximum reach. This approach included growing email marketing, organic/SEO, Facebook Ads, and Google Ads.
For SEO, Nectar implemented a two-phase process:
In Phase 1, they researched high-volume search terms for candles and optimized. For example, they added "scented candle" to the product title, description and meta title and added more product features and dimensions to the product and meta descriptions (search terms that Google associates with "candles").
Phase 2 involved revising the copy of the top-searched pages and writing more blogs for highly relevant and searched topics related to candles.
Email marketing efforts included segmenting their email list, creating campaign strategies, increasing send frequency, creating and revising flows, and changing up the design with each season. Nectar's team also conducted bi-monthly onsite optimization for conversion rate(CRO), ensuring that ACG's marketing efforts were fine-tuned and data-driven to achieve the best possible results. This involved revising the navigation menus, adding more marketing panels and banners to the home page, creating a seasonal page to promote seasonal fragrances, and incorporating upsell panels.
Additionally, Nectar's on-site marketing initiatives included creating product bundles based on customer basket analysis to further entice customers and drive sales.
With a strong emphasis on email marketing, organic search engine optimization (SEO), Facebook Ads, and Google Ads, the digital marketing team worked diligently to bolster ACG's online presence. Nectar's strategic intervention resulted in substantial growth in sales and traffic across all marketing channels. The impressive results were as follows:
Thanks to Nectar's diligent management of their Shopify store and digital marketing efforts, ACG's monthly total sales more than doubled year-over-year. The transformation of A Cheerful Giver's digital marketing strategy provided valuable insights into the power of a well-executed, multi-channel approach to boost sales and traffic in today's competitive e-commerce landscape.
We've experienced massive growth, but Amazon had been lagging behind our growth in other areas. Amazon is complicated and Nectar really took ownership of the entire process which can be very resource intensive… Nectar helped us drive top-line growth revenue and net profitability. They continually optimize our content so that we can stay ahead of the competition. Nectar has been a great partner in helping us scale on Amazon while letting us focus on growing other parts of our business.
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