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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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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
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Injinji

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Baby Tula

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| May 4, 2020
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Categories:

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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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.

Jaime C.

VP of Marketing
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WaterWipes

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Baby Tula

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| March 6, 2020
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Baby Tula

Baby Tula

Optimizing a
Growing Brand

The Challenge

Optimizing Baby Tula

Baby Tula is a San Diego based company that designs comfortable and easy-to-use baby carriers in a wide variety of prints. They approached Digital Operative looking to increase revenue at their existing audience level. Our challenge was to create and execute a strategy that would continuously increase revenue per unique visitor, squeezing the most out of every visit. This type of strategy is perfect for ecommerce managers seeking growth while operating on a cost conscious marketing budget.

Our Role
  • Conversion Rate Optimization
  • Shopify Development Support

The Outcome

Accountable to Our Results

Through smart optimizations, Baby Tula’s dedication & campaigns, and program testing solutions powered by VWO experience Optimization Platform, we effectively optimized the experience prior to the holiday season. As a result, revenue increased by 16% while visitors to the site decreased by 20% from 2018.

powered by Visual Website Optimiser

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Our Approach

The CRO program worked to decrease friction and increase overall value articulation through homepage, collection and product page testing leading to strategic incremental performance improvements. Below is a collection of stories that fueled the success of the CRO program.

01

Mobile First

One of the large factors for how we approached the Baby Tula strategy was the sheer size of their mobile audience. Greater than 70 percent, it was vital to present a mobile first philosophy. Analysis and testing reveals behavioral differences between platforms. For example, mobile shoppers typically have a much lower attention span and testing confirms a significantly higher elasticity to difficulty friction. This understanding stressed the importance of simple, to the point messaging and also for providing an experience that was functionally easy to navigate and understand. We tested minimalist content along with process indication and large CTAs; this combination proved to enhance the audience’s ability to navigate and select products. Mobile revenue per visitor, conversion rate and revenue had the largest impacts in 2019.

02

Product Differentiation

Baby Tula has several carrier types that are specific to the user’s baby wear preferences, position, age of the child (infant to preschool), and styling. Data confirmed that visitors were having difficulty articulating the differences between the three primary carrier collections. Through testing, design and development, we designed a homepage element that improved product differentiation through simple hover and scroll over effect, having a measured impact to collection clickthrough rates and adds to cart via those clicks. Functionality wasn’t the only reason for success! We tested value messaging on product pages to uncover what visitors valued most about the top carrier collections. These value points were tested along with the new element to fine tune the impact.

03

Reduce Barriers to Purchase

Upon initial analysis of the experience and throughout the discovery workshop, we understood the importance of simplifying the navigation and shopping cart & checkout process. Using VWO’s suite of research tools, we identified several items that bubbled up to the surface including navigational organization, confusing cart eyepath, and the need for additional payment options. Baby Tula added additional payment options and we utilized our shopify development team to execute on simple optimizations to reduce friction. These incremental improvements impacted clickthrough rates to products and increased conversion rate and revenue per visitor.

04

Holiday Landing Pages

Leading up to the holiday season, it was important to enhance Baby Tula’s marketing efforts with dedicated landing pages. Both teams combined to create a holiday experience that performed throughout the holiday season. The holiday experience comprised of a gift guide page, along with three ‘gifts under’ pages and ‘stocking stuffers’ page that matched incoming motivations. Based on analytics, we tested and iterated the experience using VWO throughout to drive peak performance . The success of these pages in combination with program improvements fueled a fabulous 4th quarter performance.

05

Timing

Our overarching goal was to increase Revenue per visitor RPV, which takes both conversion rate (CR) and average order value (AOV) into account. This optimization strategy targets experience improvements as well as ways to increase upsell and qty per transaction through value articulation. We posited that if we could test and execute these tactics prior to the holiday season and create a holiday experience, the results would be exponential; we posited correctly. The team executed on that approach leading up to the holiday season, seeing steady monthly increases in CR (+8%) and AOV (+11%) along the way.

Baby Tula squeezed 16% more revenue out of 20% less traffic from 2018 to 2019 through CRO.

DO has been a key strategic partner for Baby Tula—helping drive up our RPV and CVR across all our ecommerce sites. Their optimizations continue to improve our customer experience, and we can see in the results that everything they do is helping propel our business forward. We value their digital expertise tremendously and highly recommend them for anyone looking for a partner that can drive strategy and results.

Samantha L.

MARKETING MANAGER - BABY TULA
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Konsyl

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Turtle Beach

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| February 27, 2020
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