Once Upon A Trunk is a bootstrapped company in a crowded industry – e-commerce fashion. What set them apart was the fact that they were a marketplace for upcoming as well as established designers, mainly in the luxury fashion space. The brand competed against large, established brands/websites yet had little to no online presence and clumsy UI. While the brand was getting decent traffic online, conversions were low and ad spends were high.
Interestingly, consumers discovered new designers on the platform and then shopped directly with the designer, rather than through the Once Upon A Trunk platform.
We took charge of Once Upon A Trunk’s marketing campaigns in the month of May 2017. Our initial goal was to increase sales by optimizing the entire digital marketing strategy to bring down the marketing spend.
We started by optimizing paid ads (Google Adwords and Facebook ads) and increasing traffic from non-paid channels such as Social Media, SEO and E-mailers. We also changed the focus of paid ads to remarketing, allowing increased conversions with less spend and a hike in conversion rate. The strategy resulted in 30% increase in transactions with 45% less marketing spend.
Emailers play a huge role in pushing new designers on the platform, pushing sales, branding etc. During our analysis, we found that emailers were not getting delivered in inbox and going into spam for most of the database. We started optimizing the email database by segregating it and sending targeted emails with our technical hacks and changed the content + creative strategy used, resulting in improved open rates of 6% on average which just a month earlier was 1%.
SEO is the most important channel for any online brand. Our target for SEO for the first month was to change the on-page elements on the website so that it can attract only relevant traffic and help us increase ranking on search engines. The on-page changes implemented by us resulted in 107.8% increase in conversion rate from Google Organic traffic.
In a couple of months, we helped Once Upon A Trunk connect with more of their existing audience by significantly increasing email delivery and open rates. By fine-tuning ad campaigns and incorporating a tactical remarketing approach, the brand saw a 30% increase in transactions with a drop in ad spend of close to half. In a few months of SEO, the brand saw a 107.8% increase in conversions from relevant traffic coming on to the website.
