Outfyt - Sustainable Activewear | 2x+ revenue in 3 months

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Key Result

Revenue: 2x within 3 months

Brand description

Outfyt is a brand for women to maximise their confidence when working out and beyond. I always think - when you look good, you feel good. What's even better is all our designs are ethically and sustainably made.

The Outfyt design style is less trend-driven and more time-driven. I design high-quality capsule collections with classic-cut garments that everyone can wear in multiple settings for many years to come.

The Initial Situation and first optimization.

When we joined inside their BM we discovered not an ideal situation to start working with: all the trackings were incorrect - the campaign had a really bad structure with wrong objectives.

The owner changed 3 agencies before contacting us, because of unjustified bad results. Here below you can see a screenshot of some of their campaigns.

As you can see they had almost no results, which is normal if you choose the wrong target (in this case they went for Brand Awareness and engagement). They even tried with LLA made by the engagers - which make no sense at all. All the 3 previous agencies made the same errors. (And none of them noticed the pixel wasn’t installed correctly)

We started obviously with the pixel fixing - the basic to make Facebook work is perfect tracking, we added:

CAPI tracking on Shopify

Advanced match all on

Analytics set up with ecommerce view and UTM’s view

The beginning of the strategy started with selecting the best client contents to start with the first campaign and deciding where to send the traffic.

About the contents, you can check some of the best below inside the creative approach.

About the traffic, the client didn’t have a specific product she wanted to sell, and there we no enough data to see if we had a winning product, so we decided to send traffic inside the collection page and see how people would have behaved. About the retargeting we just used DPA with all catalogues - it worked well since the beginning with a stable 5+ ROAS for months (BEP ROAS 1.33)

We started with our strategy testing different interests to find out what audience was the most responsive.

Of course, we built the correct audiences and with the right campaign structure for testing audiences: A TOFU (Top of the Funnel) campaign was created, excluding the Hot Audience, typically present in the MOFU (Middle of the Funnel) and BOFU (Bottom of the Funnel) phases.

The e-commerce is selling only in Singapore that has a limited audience. Because of that we tested just 5 kinds of audiences related to yoga and active wear and a broad audience. The most profitable were active wear (as expected) and the broad. After that we moved to the most important phase: creative testing. This is the process of testing we had:

Images with details and full body

UGC and professional video

Collections

We discovered a particular interest for the images with details and UGC that outperformed 90% of the time the others. The one inside the creative approach are the most profitable we got during this period.

Retention Marketing

We all know how important it is to have active Email Marketing campaigns. Among all the tools, it is one of the few, if not the only one that does not rely on a specific platform - such as Facebook or Google Ads.

Unlike Facebook Advertising and Google Advertising, which require large advertising budgets, Email Marketing is a low-cost tool. The only cost to be paid is a small monthly fee to Klaviyo for sending emails and for maintaining automatic flows active.

Those who decide to leave their emails to receive your communications are most likely interested users. Statistically, Email Automation has an average conversion rate of 4%, about double that of Google and four times the organic traffic coming from social networks.

Email Automation allows you to structure targeted messages and send them when a user performs a specific action on the eCommerce. Thanks to this, it is possible to interact with new customers or cultivate a relationship with existing customers, informing them about new offers, promotions, and news.

On Klaviyo, we have the Campaigns and Flows. The first one is a one-time send to a pre-established target group of contacts - think regular newsletters, sale announcements, or promotional sends. A flow is an automated sequence set in motion by a specific trigger and then includes one or more steps. You can trigger a message, or series of messages, based on when someone joins a list, is added to a segment or takes any other action — such as making a purchase or abandoning a cart.

After analyzing the situation, we decided to implement the following Flows:

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

Thank you Flows: sending post-purchase emails is essential for growing your brand. They turn a shopper into a loyal and repeat customer.

Experience/Product review Flows: after someone purchases a product, you may want to ask them to write a review about what they just bought. This is a great way to build social proof and drive customer engagement with your brand.

Customer Winback Flows: a winback flow is a series of emails sent to customers who previously engaged with your brand but have not interacted with you for a certain time. This flow is an essential part of customer retention and lifecycle marketing.

Browse Abandonment Flows: browse abandonment emails are similar to abandoned cart emails but are triggered when an identifiable browser visits a product page and does not start or complete a checkout.

Cart Abandonment Flows: 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.

After several weeks of implementing Klaviyo, we began to reap the rewards of the excellent work done.

These belows are the results of the first month of the flow louch