Ecomm Growth Case Study
TIKTOK
Feb 01 - Apr 30, 2023
May 01 - Aug 31, 2023
The company did not have a Tiktok account when we began services.
The goal was to generate the first 1000 followers as fast as possible so that we can add a clickable link to the bio and begin making organic sales (We acheived this by the second post, generating over 10,000 views)
Acheiving virality then became the goal. We introduced a "repurposed" content strategy to achieve this. Using this stratey we were able to generate views in the millions.
Once virality was acheived, we hit a nice follower base. Here we began to post product showcase videos to direct the newfound traffic to our website. This allowed us to "hard sell" to the pent up demand that we built up.
Mar 13 - 19, 2023
May 30 - June 12, 2023
June 8 - Sept 5, 2023
June 8 - Sept 5, 2023
Okay lets break the Instagram down. The Instagram account existed before we started, however it only had about 350 followers.
The first image (Mar 13 - 19, 2023) is showcasing the second week of management from Systems By Orukana. The first post went viral growing the following by 3.2%
The second image (May 30 - June 12, 2023) displays the next big string of virality. Here we we're able to realize massive amounts of engagements. This is when we began to transition from repositioned content to hard sell advertising content (Same strategy as TikTok).
The third image (June 8 - Sept 5, 2023) represents a continuation of our efforts. This is all FREE organic growth. Its one thing to have one video go viral, and its another thing to keep the growth going. This is where we generated the bulk of the brand awareness and reputation.
Google Ads - Month 1
May 1 - May 31, 2023 (Looker Studio - Google Ads)
May 1 - May 31, 2023 (Google Ads - Impressions + Clicks)
Systems By Orukana did not begin running Google Ads until May 1, 2023. The Google Ads we're performing extremely poorly before that.
We were able to grow the $ amount of interest by over 87% within the first month with the same amount of ad spend.
It was evident that it would take some time to continue to grow this, so we leaned into organic social media as a revenue driver to compensate for the learning/growth phase of the Google Ads.
We generated a total of 2,231 clicks, up from a total of 1,115 from the previous month, on the exact same amount of ad spend.
Gross revenue was almost $15K for this month, showing a 90% increase from the previous month (before we started running the Google Ads)
Google Ads - Month 2
June 1 - 30, 2023 (Looker Studio - Google Ads)
June 1 - 30, 2023 (Google Ads - Impressions + Clicks)
For the month of June, we we're able to grow the potential revenue/lead value by over 200%. This month proved that the foundations for the Google Ads we're set and they we're good to continue being optimized and scaled into.
We we're also able to improve the click through rate substantially this month (by over 100%). Through A/B testing we were able to identify the highest performing keywords and copy to optimize our ads for clickthroughs.
We were able to generate a total of 2429 clicks for the month of June, up from around 2,200 from the previous month.
Gross revenue was $18.9K for the month of June, showing a 63% increase.
Google Ads - Month 3
July 1 - 30, 2023 (Looker Studio - Google Ads)
July 1 - 30, 2023 (Google Ads - Impressions + Clicks)
July month was a learning month for us. On paper it turned out to be a letdown month, but in reality it allowed us to learn and make adjustments for the month of August.
We we're able to grow the lead value to $39.5K but were noticing a downturn in overall sales. We we're able to identify the issue. The ads we're getting more impressions, we we're getting more landing page visitors, but they we're for lower ticket products (due to the seasonal nature of the items).
We then realized that we needed to improve the conversion rate to compensate with volume for the low ticket products. We did this by creating automations for abandoned carts and customer communication, providing incentives on the site, providing a time constraint for purchase and sale, and including a spinning wheel for discount on the site. **See how this turned out the next month - below*
Google Ads - Month 4
Aug 1 - 31, 2023 (Looker Studio - Google Ads)
Aug 1 - 31, 2023 (Google Ads - Impressions + Clicks)
The month of August was a phenominal month. The ads we're optimized and the adjustments we're made to the site and automations.
We we're able to generate $147.6K worth of leads and demand for our products. This was up over 270% from the previous month, with less spent on ads.
Almost every single metric drastically improved, allowing us to see a tangible increase in gross revenue. PLUS, we we're also able to reduce the cost per click by over 20%.
We were also able to generate a total of 3300 clicks for the month of August.
Below is a breakdown of the revenue and store sessions generated for August:
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