Recently, Rise was approached by a high-class, online fishmonger for help with their marketing efforts. Our team ran a full analysis of their online presence in order to get a starting point. Despite originally having a difference of opinion between us and the client, our team of experts were able to gain their trust and produce incredible results!
Background
When the company first approached us, their only goal was to gain new customers. This left out two out of the three main components of marketing: customer retention and remarketing. The client wanted all of their efforts to be focused on reaching new customers and none on keeping old ones. Despite our wariness, we continued down this path. Our efforts were a success and new customers were coming in as shown by the company’s new order data. This was done through customer acquisition efforts via Google and Meta advertisements.
Problems arise
Despite the success of our efforts to increase customer acquisition, overall the company was under performing when it came to customer retention. Our original ROAS target was 2.3+, yet after a year, results only showed a score of 2.0. This was due to the client only wanting to direct focus on new customers and not retaining old ones. As we examined their sales data through Shopify, it was clear that customers were rarely ordering more than once. Additionally, data showed a lack of conversions from those who clicked on the client’s ads due to the absence of remarketing campaigns.
Strategic Shift
The client was not getting the results they wanted and our team knew why. Although it is always our goal to follow our client’s wishes, sometimes our professional opinion does not align with that. We informed the client that only focusing on new customers was losing them business in the long run. We did this by presenting them with their Shopify data and trends. After careful consideration, the client chose to trust us and gave us permission to do a full-funnel campaign rather than just focus on customer acquisition. Our team launched an entirely new campaign, one with an emphasis on retention, increasing AOV, and purchase frequency.
Implementation and Optimization
This new campaign was implemented by our team immediately and followed a more balanced and traditional approach. This included both acquisition and retention. We tweaked the already existing Google and Meta campaigns to better suit this new campaign. Our new goals were increasing order frequency, growing average order value, and encouraging monthly order subscriptions. Transitioning from a hyper-specific campaign to a full fledged one took some time and convincing, but once optimized it was clearly the correct choice.
Results
Our campaigns quickly saw growth in new customers, better retention, and increased AOV. Our ROAS score increased dramatically as well, and the client’s confidence in our skills was secured. Within a year, our full-funnel plan on Google Ads and Meta were able to reach ROAS of 8.05 and 8.062 respectively. Since the launch of our new plan, the client continues to note significant growth and improvements in business performance.
Conclusion
This case was a learning experience for both the client and our team at Rise. The client learned that gaining new customers is a losing game if you don’t put any effort into retaining them. At Rise we learned that while we always hope to respect our customer’s wishes, it is also our responsibility to guide our clients to their most successful outcome. The client has reported back better retention rates and higher sales in the latest months. Another successful client from our team of experts at Rise. If you are looking to expand your online presence and increase business performance, contact Rise today for a free consultation!
