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Clark’s Botanicals
CLARK’S BOTANICALS
Radical Botanicals
OVERVIEW
Translating the brand's personality into an engaging shopping experience.
Clark’s Botanicals is a New York-based skin care company whose personality is as energetic and avante garde as their products. Led by their unforgettable founder, Francesco Clark, Clark’s Botanicals went through a rebrand and product line refresh which coined the term “Radical Botanicals.” Our job was to effectively translate this brand message, revitalize the visual identity and expose their compelling product stories in an online consumer experience as easy to use as the product and vibrant as the skin it transforms.
OUR ROLE
- Qualitative/Quantitative Research Process
- Digital Strategy
- Website UX & Design
- Shopify Plus Development
- Stylized Product Photography
THE OUTCOME
Accountable to our results
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Session Duration
Our Approach
Getting involved and participating early on with the brand identity process was the first of many key steps in our process. Often times, when other agencies are involved with a brand, the dynamic can be difficult to navigate. An open and transparent process to work collectively as a unit for Clark’s benefit allowed us to dive deep into the brand and product identity while it was evolving. In parallel, we coupled consumer research with data analysis to conduct several qualitative stakeholder interviews to define the optimal customer pathways and fluidly inject the personality Clark’s wanted into the website along with the mobile-first customer experience it needed.
01
Strategic Learnings
While there many key insights derived from diving into the data and long-term vision of the brand that were employed, three key elements bubbled to the top as most important to the success of this project.
If the pure nature of being a botanical product was not enough for the chemical-conscious consumer, the science behind many of the product formulas are literally derived during a natural phenomenon and this unique extraction process needed to be explorative throughout the website in visual and educational formats.
Secondly, the story of Francesco’s pursuit to discover the best ingredients over many years out of need for his own personal health and well being couldn’t be told enough. However, it needed to be told through the voice and radiant skin of the consumer.
Lastly and most importantly, over 85% of their audience is mobile and an interactive mobile experience tailoring content engagement and product efficacy features throughout must flow through their fingertips.
02
Mobile First
For a brand with such an active target market, Digital Operative knew that the design and layout of the Clark’s site had to be responsive to ensure functionality across a wide variety of screens and devices. Shopify Plus was also the perfect ecommerce platform for this up and coming beauty brand as it’s built to serve mobile consumers that expect seamless shopping experiences and a simple checkout process.
03
Product Photography
Clark’s Botanicals was looking for product images for their full line. We photographed the products in the studio with a clear sheet of vellum to provide a perfect reflection. Considering that these products are not only round, but incredibly reflective, we were forced to build a seamless curtain that encompassed almost 300º behind the camera to reduce the reflections on the product. We then composited the numerous shots and provided clean beautiful product shots in multiple configurations to be utilized across their website and marketing materials.
04
Stylized Product Photography
When designing the PDP, we decided that it was a perfect opportunity to give Clark’s a unique photography style for their PDPs that was completely owned and only used by them. We selected a paint color that complemented the brand colors and built a stage to shoot on. It was important to capture, not only the outside of the package, but the texture of the contents. All images were shot and edited inside Digital Operative’s content studio.
Digital Operative is a great agency to work with. We’ve worked on a couple of projects together and I am always amazed by the results of their work. They always have great understanding of where the brand currently is and where it should be in the future and they put in the work to ensure that this happens.
Javier Sanchez-Mariscal
(CONSULTING) VP OF DIGITAL MARKETING AND E-COMMERCE
Roccat
Turtle Beach
TURTLE BEACH
A Consumer Journey
Built to Win
THE CHALLENGE
Crafting A Customer Journey for the Turtle Beach Recon 70
Turtle Beach, a leading global manufacturer of gaming headsets and equipment has held the throne of making the #1 best selling wireless gaming headset in the market today, the Recon 70. This headset is unmatched in audio quality, gameplay features and comfort within its’ starter price point range.
The online information, experience and value of this product on TurtleBeach.com however, was not matching the retail channel performance. Our job was to uncover the key product stories, content and consumer validation that shoppers care most about to create a digital experience that rivaled the “Wow Factor” of the Recon 70 itself.
OUR ROLE
- Digital Experience Strategy
- Qualitative and Quantitative Customer Research
- Consumer Survey and Persona Development
- Content Strategy
- Mobile-first User Experience & Visual Design
- Product and Lifestyle Photography
- Shopify Development
Our Approach
The primary goal of this project was to create a user-centric journey page designed to reduce friction, elevate the product story and drive sales.
Our Approach
Our strategic discovery was comprised of customer research, website data analysis and several qualitative stakeholder interviews. We were also able to leverage customer surveys to uncover the optimal journey pathways and interactive Recon 70 landing page experience for consumers.
From a quantitative analysis perspective, we employed what we term as Rapid Opportunity Testing (RPT) utilizing the VWO conversion rate optimization platform. In less than 30 days time, we were able to conduct 3 high impact multivariate tests within the navigation and key landing page pathways connecting users with the Recon 70 headset.
Additionally, we poured through their Shopify website analytics and conducted a heuristic evaluation of those same pathways to assess roadblocks to motivation cues, value messaging, anxiety and friction that could impede the customer from making purchase decisions.
Furthermore, using Spotright and other customer research platforms we outlined key value differentiators and customer segments based on customer, market and competitive analysis
To validate our key learnings, we then spent time with the global and regional stakeholders at Turtle Beach and the end consumers. Through a series of stakeholder interviews, workshops and online surveys we were able to clearly define business goals, customer “happy paths”, unique value proposition messaging and content presentation best positioned to support the consumer decision making process.
THE OUTCOME
Accountable to our results
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PRODUCT INTERACTION
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CONTENT INTERACTION
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01
Strategic Learnings
We discovered what Recon 70 buyers care most about…
Primary
- Great Audio Quality
- Long-Lasting Comfort
Tertiary
- Value for money
- Setup and Support post purchase
And their customers were more Influenced by:
- Social gaming content (Youtube, Twitch, Reddit)
- Social media connections
- Product reviews by users (Youtube videos, unboxing content)
02
Content Strategy and UX Design Approach
The overarching UX and Content Strategy boiled down three fundamental elements:
We must design for the mobile audience first. We must allow consumers to self segment around the key product features and benefits they care most about. And we must present personalized content most relevant to customer motivations first.
We then designed an experience that enabled users to self select their desired pathway of product efficacy and customer validation between “Great Audio Quality” and “Long-Lasting Comfort”.
Within each pathway customers were presented an interactive flow of brand, product and user generated content, highlighting the emotive and rational value as well as peer and influencer validation that our research showed were key to influencing final decisions for this audience.
Structurally we established a consistent hierarchy of content modules that would enable the Turtle Beach team to share the variety of stories in unique interactive ways. Also, allowing for scaling up or altering content at any time.
03
Stylized Product
Photography
We lead the art direction for Turtle Beach’s new stylized product photography for 2020. We designed minimalist sets that would enhance the features of the product, while allowing Turtle Beach to modify images for future use across marketing channels and their ecommerce website.
04
Product Photography
Turtle Beach was looking for product images for their multiple products. We photographed, composited and provided clean beautiful product shots to be utilized across their website and marketing materials.
Digital Operative is a great agency to work with. We work so closely with their teams that they have become an extension of my internal team, tackling all our development, strategizing on new opportunities, and always working to optimize our site. They’re not just a great agency, but they’ve become a great partner.
Maria S.
SR. DIRECTOR GLOBAL DIGITAL MARKETING - TURTLE BEACH
WaterWipes
WATERWIPES
99.9% Pure Baby Wipes.
100% Amazon Optimized.
THE CHALLENGE
Amazon Exclusive Content
Irish Breeze, a leading global manufacturer of baby products was looking to expand their visibility and capture more market share for their household brand WaterWipes, the world’s purest baby wipes, on both domestic and international Amazon marketplaces. They looked to Digital Operative for assistance in helping to optimize their listings to achieve organic keyword ranking growth and overall conversion rates. While they had already invested in producing some quality imagery and content for their products, our goal was to amplify both their existing content as well as create new in order to best optimize for Amazon.
OUR ROLE
- Amazon Advertising Strategy
- Product Listing Optimization
- Content Strategy
- Enhanced product images
- Optimized titles, bullet points, and descriptions
- Enhanced A+ Content
- Brand Store
- Asset Creation
Our Approach
Using proven, data driven methodologies DO team built a strategic roadmap and value positioning plan to define the key message points to focus on as well as content production list for production. Based on this content production plan, DO was able to produce optimal product and lifestyle imagery, on a very condensed timeline that clearly highlighted the differentiated value proposition of the WaterWipes’ product within their detail pages and brand store in order to drive higher conversions and increase brand equity on Amazon. In turn localize those assets for Global markets.
01
Product Photography
WaterWipes was in need of new product photography for their entire line of baby wipe products. Before shooting we provided WaterWipes with a moodboard of photography directions as well as a shot list to best show the differences in package sizes. All images were shot in our in house studio and taken through an extensive editing process to have the overall aesthetic WaterWipes was looking for.
02
Lifestyle Imagery
Although WaterWipes had a large library of branded imagery, they were in need of imagery that would perform well on Amazon. Their imagery was heavily based around lifestyle. While staying on brand, our new direction for imagery increased the focus and attention on the product in use. We vetted models and locations, as well as, worked closely with WaterWipes to produce moodboards and shot lists that would display the benefits and key differentiators of WaterWipes products. All imagery was shot and edited in house and translated into their Amazon store.
03
Product Listing Optimization
Amazon’s product platform simulates an in-store retail experience, where competing products share shelf space. WaterWipes is directly competing against nationally-recognized, legacy household names. So it was imperative that their product listings were perfectly optimized to quickly entice shoppers and convert them to buyers.
Customers on Amazon, especially those who shop on mobile devices, are more immediately engaged through visual content than through product copy. Our goal was to use product imagery to create opportunities to quickly educate and inform potential customers about the benefits and differentiators of WaterWipes’ products. To do this, we collaborated with our in-house experts at our state-of-the-art Content Studio.
04
Enhanced Product Images
With the limited amount of customizable opportunities on Amazon it is important to showcase as much compelling information as possible into those few opportunities. We accomplished this by working with WaterWipes to narrow down the top features/differentiators of their product and use graphic overlays to bring those features to the forefront of their imagery. Through demographic research we identified what is most important to WaterWipes’ customers and used the imagery to present that to them.
05
Product Listing Copy
We incorporated WaterWipes’ current product copy and used keyword research to identify targeted but high traffic keywords in order to enhance their product pages for search. We formulated SEO optimized product titles and bullet points to highlight the products important features and assist in search ranking for high traffic keywords.
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A+ Content
In order to fully build on WaterWipes’ product pages, we used our in-house expert design team and categorical research of competitors to develop A+ Content for all products that were informative, aesthetically pleasing, and incorporated cross-sell opportunities for their other products.
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Brand Store
Because WaterWipes’ had a very limited catalog of only 3 products, we focused on key brand features to design and develop an Amazon brand store that was representative of their brand identity and catered to target demographics. We focused on key brand messaging while optimizing imagery for mobile devices to create a dynamic shoppable experience.
Our experience with DO for this project has been enjoyable, trusting and reliable; with the launch of 3 new products, we were confident that a continued partnership with DO would benefit us greatly for our Amazon business.
Ashley K.
AMAZON DIGITAL MARKETING MANAGER - WATERWIPES
T3 Micro
T3 MICRO
The Beauty
of Optimization
THE CHALLENGE
Optimizing T3 Micro
Santa Monica-based luxury haircare brand T3 Micro partnered with Digital Operative to help execute an aggressive growth strategy. Our challenge was to create and execute a long term CRO program that would continuously increase revenue per unique visitor during an extended period of significant audience growth. This was especially complex due to the challenge of combining optimization and audience acquisition tactics.
OUR ROLE
- Conversion Rate Optimization
- Magento Development Support
THE OUTCOME
Accountable to our results
Digital Operative created a strategic roadmap and executed a multi-channel program over twenty four months, that featured conversion rate optimization (CRO) powered by VWO Experience Optimization Platform helping T3 Micro to drive an additional $2M in sales revenue.
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YOY NET REVENUE
T3 Micro 2 Year Period
RESULTS
The success of T3’s CRO strategy was all about the incremental improvements from content based pages to products, and product views to purchase pathways. Over the course of twenty four months, we used VWO for research and to test solutions and iterations to match motivation, reduce barriers to purchase, identify value that resonates, and fine tune audience pathways through segmentation and personalization. Here are some examples of significant website improvements that lead to the overall impact on revenue:
01
Mobile First
With over 70% mobile traffic and key consumer motivations identified, we devised and implemented a conversion rate optimization (CRO) and User Experience Design strategy focused on mobile first testing and implementation throughout the shopping experience. We were able to improve areas of the site that were negatively impacting the customer experience and conversions leading to a 160% increase in Mobile conversion rate.
02
Improved Product Research & Selection
Product pages were a primary source of fallout. Using VWOs powerful multivariate feature, we tested to uncover the most effective combination of value placement and friction reduction which resulted in an increased ATC rate by 80% from product pages. Incremental conversion rate increases through structured troubleshooting, testing, and optimizing to improve motivational consistency throughout the customer journey. This included navigation, landing pages, categories, and product detail pages. These efforts realized a 30% increase in ‘quality’ product views, decreasing the average number of products viewed to purchase.
03
Improved Motivational Touchpoints
We worked with the T3 team to design and develop landing pages for new product launches. Once live, we utilized an AI multivariate testing strategy to dial in CTA placement, process indicators, functional aspects and content hierarchy. This strategy resulted in >1000% increased engagement and a 23% increase in conversions originating from the landing page.
04
Reduced Barriers to Purchase
Significantly increased conversions by testing and adding more payment gateways at checkout to give customers more options like paypal, apple pay, and amazon pay. These options quickly exceeded 40% of all accounted transactions by increasing simplicity and decreasing anxiety to purchase.
05
Increased Site Speed
The T3 experience included many content pieces including videos, gifs and images. Unfortunately, too much content can create significantly large load times. By removing large loading items, we reduced site speed by 15%. Removed items were safely validated as unnecessary to the customer experience through virtual testing.
Working with DO is a dream. They tested and implemented a CRO strategy that helped drive $2M in sales. Their continued support and insights make them a strategic partner that we can see ourselves growing with for years.
Antonia P.
DIRECTOR OF ECOMMERCE
Konsyl
KONSYL FIBER
Creating a
Healthy Market
THE CHALLENGE
Achieving D2C Success on Amazon for an 80-Year-Old B2B Brand
Konsyl Pharmaceuticals has been successfully selling their digestive health supplements in B2B and retail markets for more than 80 years. They had only recently begun to incorporate D2C strategies like selling on their Shopify website and Amazon when they approached Digital Operative for help.
Our challenge was to create and execute a strategy that would help Konsyl establish a strong Amazon marketplace presence and direct-to-consumer positioning. The goal was to enable a business with little brand awareness outside of their core consumers to steal market share from top competitors with legacy household names.
OUR ROLE
-
Product Listing Creation and Optimization
- Enhanced product images
- Optimized titles, bullet points, and descriptions
- Enhanced A+ content
- Amazon Advertising Strategy Development and Implementation
- Introduction of Artificial Intelligence for Campaign Bid Management
THE OUTCOME
Accountable to our results
Through the optimization of product listing pages and implementation of an Amazon advertising strategy focused on conversions and profitability, we were able to guide Konsyl to a 10-15% increase in conversions across all campaign types. Over the course of just 9 months (March 2019 to November 2019), Konsyl achieved:
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INCREASE IN IMPRESSIONS
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INCREASE IN CLICKS
OUR APPROACH
Based on our thorough analysis, we developed best-in-class strategies and tactics to quickly launch Konsyl to Amazon greatness. How did we do it? We’re so glad you asked…
01
Optimized Product Listings
Amazon’s product platform simulates an in-store retail experience, where competing products share shelf space. Because Konsyl is traditionally a B2B brand competing on Amazon against nationally-recognized, legacy household names, it was imperative that their product listings were perfectly optimized to quickly entice shoppers and convert them to buyers.
Customers on Amazon, especially those who shop on mobile devices, are more immediately engaged through visual content than through product copy. Our goal was to use product imagery to create opportunities to quickly educate and inform potential customers about the benefits and differentiators of Konsyl products. To do this, we collaborated with our in-house experts at our state-of-the art Content Studio.
We added concise text overlays in easy-to-read fonts to Konsyl’s product images to highlight key features, making sure to create product description and A+ copy that was clearly legible and tailored to appeal to the more mature generations that make up Konsyl’s demographic base.
02
A Robust Amazon Advertising Strategy
Based on our thorough analysis of Konsyl’s Amazon advertising account, it allowed us to identify areas of opportunity as well as loss leaders. From here we developed and implemented a holistic strategy based on offensive and defensive tactics to target key opportunities.
From a defensive perspective, our goal was to capitalize on the brand awareness Konsyl had earned as a leader in the digestive supplement industry for more than 80 years. We aggressively outbid competitors who attempted to use Konsyl-branded keywords to poach customers.
Offensively, we identified the targeting of non-branded keywords as the most significant area of opportunity for Konsyl. We focused heavily on these keywords, encouraging a higher ACoS than less savvy advertisers would be comfortable with to drive organic ranking up and increase organic sales significantly.
03
Artificial Intelligence to Work Smarter
The advertising strategy we manually implemented for Konsyl was performing well, but we knew we could help their revenue grow and lower ACoS even more effectively if we automated keyword bid management through artificial intelligence. By introducing artificial intelligence software to automatically manage bids on thousands of keywords on an hourly basis, we stopped bidding on keywords that weren’t driving profitable revenue. With the help of AI, we reduced ACoS from 39% to 21% in a single month.
04
Owning the Buy Box
Due to Konsyl’s historical focus on B2B sales through distributors, many of whom had reached pricing agreements with Konsyl, it was often a challenge for them to win the Buy Box for their own products on Amazon.
By creating quantity bundles for Konsyl on Amazon, we were able to create listings that were no longer in competition with other marketplaces. This allowed Konsyl to win the Buy Box 100% of the time for those bundled products. Bundling also increased AOV and made it possible for Konsyl to advertise their products where third-party sellers took the Buy Box on single-product listings.
Over the course of 9 months, we also adopted a merchandising strategy for new products exclusive to Amazon and direct-to-consumer channels, creating incremental revenue opportunities at a much faster pace and introducing brand loyalists to new products, flavors, and delivery methods.
Konsyl had a 1,000% revenue increase over the course of just 9 months (March 2019 to November 2019)
It was great working with Digital Operative. Their process was seamless and simple. The success we had in growing our Amazon business was more than we could imagine.