Digital Customer Journeys: Growth Marketing for Founders and Business Owners
How I Helped a DTC Fragrance Brand Cut £156,800 in Wasted Ad Spend and What DTC Founders Can Learn
Send us Fan Mail One of my former clients, Luke Bream , recently spoke on a podcast about the work I did for his DTC Ecommerce fragrance brand. I started by switching off poor performing paid ads campaigns that were inflating customer acquisition cost which resulted in £10,000 a week savings on Ad spend which positively impacted profit margins. I also switched off a few Bings Ads which reduced CAC by another £400 a day dues to wasted spend. The savings added up to: £120,000 from Google Ads £36,800 from Microsoft Ads £156,800 in total Email was already one of the strongest traffic and conversion channels. I worked with the email marketing/CRM team to run three A/B test which increased conversion across high-traffic pages, then applied the winning insights across the pre-click, post-click and post-purchase customer journeys. This happened while Luke was increasing product prices. The business subsequently achieved top sales in July, August, and September, which were far higher than during the previous year’s Black Friday and Christmas periods. Three Lessons For DTC Ecommerce Founders Understand what each channel contributes : A channel that captures existing demand can look impressive in a report. You still need to establish how much additional business that spend creates from a new and returning customer perspective. Connect acquisition to the whole customer journey : Your ads, emails, landing pages, and retention activity all influence profitability: review them holistically. Use customer understanding to guide your A/B tests : Knowing the emotions behind why people buy helps. Make sure you apply test insights across the entire website. If you like what you hear, I can do the same for your growth marketing strategy. Book a 30-minutes Growth Marketing call with me: https://calendly.com/femi-olajiga/new-meeting
