Yr spherical Liz and Invoice Farrell, a husband and spouse staff, work the filth at Fat Stone Farm in Lyme, Connecticut with their two children.
After making the transfer from cubicles to the good outdoor, the Farrells realized they cherished rising contemporary meals, and creating wholesome, farm-grown merchandise starting from elderberry apple pictures to their very own maple syrup.
Now—while you consider a typical farmer’s advertising and marketing technique—you may image a hand-painted signal at an area market, however Liz and Invoice run a digital elderberry empire.
The couple began as Shopify retailers after which partnered with digital company Webistry to take their enterprise to new heights. They needed to see higher return on advert spend, and put together for winter (their greatest gross sales season of the yr).
It was an ideal partnership from the beginning, however no person might predict {that a} combo of Unbounce touchdown pages, popups, a Shopify integration, and close to obsessive viewers constructing and retargeting on Fb would:
- Decrease cost-per-acquisition from $145 (at its highest) to simply $1.55(!) for the corporate’s Elderberry Apple Pictures and DIY Gummy kits.
- Improve return on advert spend for his or her Elderberry Apple Shot campaigns from 1.66X to an unimaginable 33.12X.
- Ship a cost-per-lead for a sweepstakes marketing campaign of simply $0.51.
- See sweepstakes conversion charges from advert click on to entry of as much as 79.55%.
- And garner Fb relevance scores of 8s and 9s.
Total, with Webistry’s assist, Fats Stone Farm tripled ROAS in simply 5 months (December ‘16–April ‘17), and—by way of continued optimizations—reached returns of 33X over a yr and three months.
Right here’s their epic ecommerce story, and the paid media techniques that might be just right for you too.
Winter is Coming
Traditionally, gross sales of Fats Stone Farm’s Elderberry Apple Pictures go up in winter to assist struggle off flu season. So in early winter 2016, Invoice and Liz approached Jonathan Naccache, Co-Founder at Webistry to prep some promoting.
The company found that they couldn’t look to AdWords for an enormous win. The search quantity for elderberries or associated merchandise wasn’t tremendous excessive, and this strategy merely wasn’t scalable. As an alternative, they wanted to generate extraordinarily focused customized audiences on Fb (which could be troublesome as a result of prospects on Fb aren’t essentially screaming about their love of elderberry – these prospects should be uncovered).
In Webistry’s strategy, every advert marketing campaign would goal a gaggle of pursuits that might coincide with elderberry merchandise. They’d goal Fb customers who’s pursuits included: various drugs, pure cures, homesteading, or these participating with common well being blogs like Mom Earth Information and Wellness Mama.
It took loads of analysis, and as Jonathan says that is the place the company benefit comes into play: “getting access to a number of strategic minds, assets and thorough analysis will get you a major edge proper off the beginning.”
The First Advert to Shopify Touchdown Web page Combo
From December 2016 to January 2017, Webistry ran campaigns on Fb focusing on every of the viewers segments they’d recognized is perhaps within the elderberry pictures.
Right here’s an instance of a number of the adverts (akin to fall and winter seasons):
Pictured above: the adverts Webistry ran to the related touchdown web page.
All elderberry apple pictures adverts led to this Unbounce-built PPC touchdown web page, which converts at 4.7% (lifetime common conversion fee). A conversion on this case was a purchase order by way of the ‘add to cart’ button):
Discover the profit copy from the advert headlines is carried by to the Unbounce touchdown web page. Click on to see a bigger model.
And whereas the orange ‘add to cart’ button on the web page seems to be deceptively easy, it’s really the place the magic occurs. As an alternative of redirecting prospects to the model’s Shopify retailer, Webistry long-established customized javascript to make the button combine seamlessly with Shopify and provide a slick, on-page checkout expertise:
Two months into this marketing campaign, return on advert spend was 1.66X, and cost-per-purchase was fluctuating between $19 and $145. Jonathan knew they might enhance upon these early outcomes and commenced focusing on audiences of vegetarians, vegans, wholesome consuming aficionado, and homesteaders.
And so, in April 2017 the company launched a brand new touchdown web page marketing campaign for smoothie lovers.
The concept was to place the elderberry product as the best ingredient so as to add to a smoothie. Right here’s a pattern advert used to launch this marketing campaign:
And naturally, the touchdown web page this advert pointed to:
This stunning touchdown web page converts visitors to buy at 9.44%
Past driving gross sales, the company realized there was potential for lead seize right here too (as a way of remarketing to particularly prospects later), so that they added an on-exit popup to this web page. It provided up a free smoothie recipe ebook and built-in with a Mailchimp autoresponder.
With an 18% conversion fee, right here’s the popup in-built Unbounce:
The smoothie marketing campaign helped drop cost-per-purchase all the way down to ~$9.65, and Invoice and Liz noticed a return on advert spend of 3X from their preliminary funding after simply 5 months of executing this technique.
This was nice, however Webistry needed to assist Fats Stone Farm keep current of their potential purchaser’s world yr spherical. They may lie low ready for winter once more all summer time, or they might begin creating extremely refined retargeting and lookalike audiences to achieve all yr lengthy.
The Sweepstakes That Raised the Stakes
In Might 2017, persevering with within the low season, it was time to begin making ready for his or her subsequent winter. Fats Stone Farm was seeing main advantages from refined Fb viewers focusing on, so Jonathan and the staff prolonged this technique with sweepstakes.
They used weekly sweepstakes as a way to gauge and observe prospect’s curiosity within the merchandise, then later within the winter, they created Facebook lookalike and retargeting audiences to get in entrance of comparable teams of folks repeatedly.
As Jonathan shares, this allowed the staff to generate even higher goal audiences:
“Our aim was to create campaigns that helped us measure totally different ranges of curiosity, and to establish these audiences by monitoring each occasion with a pixel. We had a drip marketing campaign setup, and non-winners of the primary sweepstakes got entry to a second sweepstakes.”
That’s – those that didn’t win every week had been provided entry to a different sweepstakes prize (both the breakfast pack or gummy pack product). This helped introduce prospects to different Fats Stone Farm merchandise and gauge curiosity for these versus a complementary providing like smoothies.
Right here’s a pattern advert for the sweepstakes:
And right here’s the first touchdown web page touchpoint:
Click on the picture above for a more in-depth look.
In case you didn’t win, you is perhaps despatched a second provide within the sweepstakes, with an opportunity to win an Elderberry Gummy Package by way of the touchdown web page under:
Click on the picture above to see the total touchdown web page.
Of the individuals who clicked by on the Fb advert and reached the primary touchdown web page above, 18.79% transformed. Furthermore, of the individuals who didn’t win the primary sweepstakes, however clicked by the e-mail saying the second sweepstakes, 79.55% transformed by way of the touchdown web page.
Not solely did this marketing campaign accumulate over 15,000 related leads that Fats Stone Farm might remarket to yr lengthy with terrific presents, however it decreased cost-per-lead all the way down to a mere $0.51.
Which brings us to…
Winter Season, 2018
After all of the advert testing, touchdown web page alterations, and classes alongside the best way, Webistry re-launched the gross sales campaigns utilizing six months of audience-segmented knowledge.
They launched the gummy kits as a standalone product touchdown web page (vs. the sweepstakes web page) and continued to promote the Elderberry Apple Pictures. The very best half? From January to March 2018 Webistry achieved the best return on advert spend for Invoice and Liz since beginning to work with them: a whopping 33.12X.
Moreover, this season they noticed the bottom cost-per-acquisition of simply $1.55.
As Invoice Ferrell says of the partnership with Webistry:
“These guys are value each penny. Wonderful outcomes (very excessive CTRs, good CPA, [and] a lot of new clients!). The Webistry co-founders are hands-on, inventive, and maintain tweaking all through. Their attentiveness to the campaigns and my loopy concepts have exceeded my expectations month after month.”
Berry good outcomes certainly.
Try our Shopify landing page examples here.