403% Increase in E-commerce Conversion Ratio

The Good Leaf is an e-commerce beauty store that specializes in creating value-added edible and beauty products utilizing Moringa, with the goal of bringing the richness of this plant to consumers. Launched in 2018, The Good Leaf is committed to providing high-quality products and promoting sustainability in the industry.

Location: Chennai, India

Industry: E-commerce

Challenges

The Good Leaf was confronted with a dual challenge.
Firstly, their website was underperforming in terms of converting traffic from multiple online channels, owing to technical integration issues with payment processors and marketing automation systems.
Secondly, due to their relatively low average order value, the cost of achieving a positive ROI through Google Shopping ads was proving to be prohibitive.
Thus, they were in search of effective strategies to attract the right traffic in a cost-efficient manner.

Strategy

To address the challenges faced by The Good Leaf, I initiated a series of measures. Firstly, I undertook a complete overhaul of their website on the Shopify platform, with a strong emphasis on enhancing the user experience to facilitate seamless conversions.
Secondly, I conducted extensive experimentation and scaling of Facebook and Instagram ads, targeting young women who are most likely to be interested in the beauty products offered by The Good Leaf.
In order to further optimize the positive ROI, I introduced product bundles, thereby increasing the average order value.
Additionally, I deployed lifecycle marketing tactics through customer.io, targeting customers who had abandoned their carts and other website actions, with the aim of improving customer retention.

Outcomes

403%

Reduction in CPL

MoM Revenue Increase

22%

AOV Increase

4.4x

ROAS Achieved

We were having a bit of trouble with low conversions on our website, even though our products were doing well in retail. But thankfully, we got in touch with John who helped us switch from WooCommerce to Shopify, and basically rebuilt our entire website from scratch. Our website ended up being one of the highest converting ones on the whole Shopify e-commerce platform! We’re super happy with the results and owe a big thanks to John for all his hard work.

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