From Clicks to Customers: TWO SVGE's Journey of Increasing Conversion by 25%
Limited engagement despite high traffic
A static marketing strategy with underutilized email marketing potential.
Inadequate segmentation and personalization
Sparse use of analytics to drive campaign adjustments
An overall lack of targeted, compelling content
Founded in 2019 by the Nolan brothers in Perth, Western Australia, TWO SVGE began as a movement to break the monotony of daily life through the creation of bold eyewear. Each piece is designed not just as a fashion statement but as a symbol of self-belief and the transformative power of hard work.
In our partnership, we focused on expanding their market presence and enhancing user engagement through targeted digital marketing strategies and optimization of their e-commerce operations to drive significant growth in both reach and revenue.
TWO SVGE approached us with a clear vision: to convert their significant site traffic into actual sales while preserving the brand's authentic voice. As a brand that prides itself on inspiring individuality through its unique eyewear, they faced the challenge of crafting marketing messages that resonated deeply without becoming generic. The primary hurdle was enhancing customer engagement and conversion rates without diluting their message of empowerment and self-belief.
So we identified key areas of focus:
Further, TWO SVGE recognized the need to refine their marketing approach to better capture and convert the interest of potential customers. This required a strategic overhaul of their promotional tactics and a deeper analysis of customer interaction data to ensure that every campaign was aligned with user expectations and shopping behaviors.
We honed in on the power of personalized, direct communication to convert interest into sales. Recognizing the need for a deeper connection with potential customers, we launched a strategic email campaign tailored to users showing intent but not completing purchases.
We devised a series of plain-text email campaigns, capitalizing on their high deliverability and personal touch. This approach allowed us to reach users who had shown interest during promotional periods but hadn't made a purchase. By targeting this specific segment towards the end of sales events, we maximized urgency and conversion potential.
Deep dives into customer behavior enabled us to craft messages that resonated on a personal level. We segmented audiences based on their interactions—viewing products, adding items to carts, and starting checkouts—which facilitated highly customized content aimed at nudging them towards a purchase.
Each campaign was continuously optimized based on real-time feedback and engagement metrics. This iterative process ensured that our messaging remained relevant and effective, significantly boosting click-through and conversion rates.
Timing these communications to go out just before the end of a sale period leveraged scarcity and urgency, leading to higher engagement and conversion rates compared to standard promotional emails.
Continuous testing and refinement of the promotional offers allowed us to understand better what resonates with our customers. This approach ensured that each iteration was more targeted and effective than the last.
Initiated a 'sales straggler' email campaign, targeting users who showed interest but did not purchase. This strategy involved sending plain text emails for better deliverability and personal connection, right before the end of sales, to increase urgency and conversion rates.
Developed a sophisticated segmentation system that focused on users' interaction levels, from product views to cart additions. This allowed for more personalized and effective marketing messages.
Shifted from generic promotional content to dynamic, user-specific content that leveraged user behavior and preferences, enhancing the relevance and appeal of the campaigns.
Optimized the timing of communication to maximize engagement and conversions, focusing on the final days of promotional periods when purchase intent was highest.
Implemented rigorous tracking and analytics to continuously measure and improve the performance of email campaigns, ensuring high engagement rates and significant ROI.
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