DAME - Made in Italy Wallet | +166% CR in 2 months

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Key Results

CR (conversion rate): +166% in 2 months

Total order generated: +327%

Brand description

Dame is an Italian brand that produces wallet-mini wallets for men. The owner produces the wallet himself and does all the storage and shipment. It’s a one-man-band business kind.

The product quality is higher than the average mini wallet you can find on the market, made of eco-leather and a pop-up part for credit cards with an RFID protection system.

The Initial Situation and first optimization.

We basically started from 0. Some campaigns on his BM were made by another agency but without success.

Our aim in the first two months of management was to discover if the product had a market and how to develop it.

After a first check of the status, we discovered the main problem to be solved:

The ads structure was absent; they made one campaign for VV+ retargeting on Video viewers with a campaign optimized for ATC.

There were no exclusions nor the purchase inside the campaign.

The tracking was completely absent. They had a pixel, of course, but no CAPI - UTMs.

The offer wasn’t clear and clean, the price was low, and the cost of shipping was over 30% of the product.

These are the first problem we found (after that, we moved to a CRO part)

We solved everything by structuring a strategy on the campaign with our framework, starting with interest testing. We solved all the tracking, and we changed the offer increasing the price by 40% and including the shipping price.

About the CRO part, we started as always with our analysis experience-based. We always do that with an intern list of implementations that normally increase the CR rate and AOV.

We move to a CRO analysis based on data with fast weekly implementations as soon as we get enough data.

These are the main upgrade we made on the e-commerce:

To increase the trust in the product:

Added “about us” section

Added a review section with stars under the product

Added a refund guarantee under the product (30 days)

To increase the urgency (perfect for an impulsive buyer, the ideal client for this business):

Added the “offer timer” with a 15’ timer

Added the time of delivery + order before

To increase the AOV

Promo under the product Buy 2 - 15% and buy 3 - 15%

Offer bar at the top of the e-commerce with the main offer (Buy 2 - 15% and buy 3 - 20%)

To improve the overall experience:

Improved the product image with actionable elements + lifestyle and still-life photos

Moved from product feature to benefits

Added the main image of the home page with the current promo/festivity

Added the support chat

Another discussion we had before starting with the advertising part was about our ICA (ideal client avatar). We went through the main competitors in Italy.

The highlights of Facebook Ads and Strategy

We started to make some different hypotheses:

Who is the ICA?

What kind of content work best?

After all the research we made analyzing competitors - Amazon - Google research we discovered people who buy this kind of product are mostly 30+ who want to change from the old-style wallet to this “smart version” + they have moderate attention to the design of the wallet.

We discovered that these 2 are the most used angles for this kind of product:

RIDF anti-card-cloning protection.

The fact a small wallet won’t deform your trousers and you are “better looking” with your style.

These two theories were confirmed even after the competitor’s analysis. Most of them were using these two specific angles.

We built our communication around it either with our ads, and we modified even the website communication still focusing on these two aspects (from a classic and generic one).

This was our starting situation - as mentioned before - they just wasted money in VV - traffic and wrong set-up campaigns.

We moved directly to our framework, starting with the Phase 1 - Interest test. Here we would have got problems if we hadn’t set up the UTM: inside the ad manager, we had very few sales, while on Shopify we got sales, and we needed to take decisions —> we made a double-check with Analytics and our FAATT camping breakdown.

This campaign breakdown is the duplication of the AD manager on Analytics with the same view: it’s super easy to use, and we can understand if we missed sales from the ad manager in a couple of clicks.

With that double-check, it was easy to move into the next phase picking up the best interest.

Then we moved to the creative’s framework - we based almost 90% of the communication on video/UGC content, something that almost no competitors were doing.

This move was successful: the data from the creativity side (CTR - Outbound Clicks - CPC - CPM) were extremely good, way above the average, and the CPC was totally inside our KPI target.

While we noticed a drop inside the funnel KPI: we had lots of ATC, but we had few IC and consequently purchases. We decided to take some smart action on the website to improve it.

We changed the ATC → IC process, moving the classic page that Shopify suggests to Checkout X. A faster - smarter, and way more intuitive way to checkout. We wanted to make the experience easier and smoother. We added a plugin to highlight the ending offer (a timer).

We added a specific flow for those who reach the checkout page and left it with a specific pop- up only for it (we call it “exit intent” flow) with a higher offer.

We added (even thanks to the easy management of Checkout X) the COD, which is based on our experience - very important to be used in Italy — > we got 25% of orders from it with only 10% of not delivered.

These are the results just after three days from the implementation:

Around -50% Cost of Initiate Checkout

Around -80% Cost of Add to Cart

After a week the CR improved by 148%:

A great result within a month of management.

Everything is always data-driven - where we see a problem/opportunity, we make hypotheses and implement strategies.

Retention Marketing (Klaviyo)

About Klaviyo, we started with our lite service (boosted with the exit intent flow as mentioned before).

Our Lite service includes:

Cart Abandonment Flows + pop-up: Abandoned cart flows are among the most valuable flows for any eCommerce business. They’re a message or sequence of messages sent to someone who added an item to their shopping cart but failed to complete the purchase.

Welcome Series: A welcome series is a sequence of messages (SMS and email) sent directly after someone signs up to hear from your brand.

(A total of 10 mails with design + copy)

During our first month, we hit the 25% of revenue from Klaviyo directly only from the 2 “lite flow” (+ the exit intent flow).

Creative approach

Results

Compared with the previous managements (in 2 months)

Sales:+320%