The goal of Sandra - CEO and Founder of Depuravita - and her team was to increase sales volumes, first of all increasing retention and lifetime value (LTV).

The work to be done after a first analysis of the data was quite clear and starting from some essential aspects, the results were not long in coming.

Attention to those who are already there

First of all, we implemented and optimized the email marketing flows in acquisition and retention based on the RFM (Recency, Frequency, Monetary) matrix, segmenting contacts based on their activity and interaction with the brand, the purchase frequency - in the case of customers - and their value for Depuravita:

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As we said at the beginning, in fact, the first thing to do before proceeding with the scaling of a business is to optimize the current structure.

The thousands of responses received to post-purchase surveys have unambiguously highlighted the aspects that would have made it possible to speed up the purchase process by providing all the necessary details and responding to possible objections even before they were formulated in the minds of potential customers.

Based on this, we have worked onarchitecture of the new email marketing flows segmenting contacts to manage a very specific communication with a high engagement rate even for not yet customers:

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Although Depuravita sells mainly online, we know how essential it is to create an optimal shopping experience for the end customer. For this reason theorganization of offline events has played a very important role from which online has also benefited, as it has made it possible to:

• Let you taste the product, including some new preview releases, obtaining immediate feedback from end consumers
• to make the people present live a premium experience, not limiting their attention to the product itself
• create lists of people interested in the product and the brand on which to work online, structuring a path that from leads would have led them to become loyal customers (in a moment let's see together the reason for this adjective).
  

The brand has organized numerous physical events and partnerships, some in collaboration with QC Terme, Nike and Foorban, for example:

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This made it possible to bring online all the contacts acquired offline (thousands for each event), structuring specific email marketing flows for people who had already gotten to know the brand and taste the juices during the events.

How have we increased Retention and Lifetime Value?

Being a consumable product Stimulate the repurchase after a customer has placed their first order it is essential, to do so with specific incentives that are really relevant it's even more important.

This is why we have developed a loyalty program which aimed to increase the average customer value and their purchase frequency. This has obviously also led to an increase in the average order value.

First of all, we analyzed the data of existing customers, the purchase frequency and the patterns between the different products purchased. Based on this, we developed an ad hoc landing page with all the details related to the loyalty program, which would have allowed us to accumulate points and allow access to exclusive experiences.

All of this has resulted in a 105% YoY revenue increase:

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Once this is done, the actual work begins.

What we have seen so far was only the starting point for having a solid structure that would allow us to better manage the contacts acquired and bring customers back to the purchase, increasing their value for the brand, already having a very important customer database.

Once this first phase was completed, the actual scaling of the advertising campaigns began. With the increase in volumes and orders generated, there was only one thing left to improve further to reduce the acquisition cost: Increase the conversion rate.

How did we do it?

‍Restructuring the fundamental parts of the site: product page and homepage.

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The result?

In a few months the store's conversion rate increased by +55% with a consequent decrease in acquisition costs, because in a historical moment like the one we are experiencing in which advertising costs are constantly increasing, it is essential to focus attention on the metrics over which we have greater control.

In this case, intervening on the conversion rate and increasing the purchase frequency has made it possible to reduce acquisition costs of new customers.