Vuori Increases Sitewide Revenue Growth 376.43%
via Google Shopping & Facebook Advertising
Vuori is an online retailer for high performance apparel inspired by an eclectic coastal California lifestyle that integrates yoga, surf, sports, music, and art. The company was founded in 2014, when Chris Miller and Joe Kudla couldn’t find the performance clothing they actually wanted to wear. The company is now considered one of the leading active lifestyle brands in California, largely due to their reputation for high-quality products and their strategic branding efforts.
Vuori teamed up with CPC Strategy to scale their business on Google Shopping & Facebook
As an emerging retail brand in the active lifestyle market, Vuori was extremely eager to acquire new customers, build their brand awareness, and increase sitewide revenue. Vuori teamed up with CPC Strategy in April 2016 to improve their Facebook and Google Shopping advertising efforts. We worked closely with Vuori’s team to establish a holistic marketing plan to optimize their online ad campaigns across multiple selling channels.
Vuori Primary Goals
- Increase Online Revenue
- Acquire New Customers
Period Analyzed: 1/1/2015 to 3/1/2016 vs. 4/1/2016 to 5/1/2017
(Facebook & Google Shopping)
Increased New Users
Increased Facebook Revenue
Increased Facebook Email Sign Ups
CPC Strategy addressed each of Vuori’s goals by leveraging our in-house Google & Facebook optimization strategies and techniques:
Goal 1: Increase Online Revenue
One of the main challenges for Vuori was that they were not optimizing their advertising strategy on Facebook. Although they were running paid Facebook ads prior to CPC Strategy’s involvement, they were not leveraging advanced targeting and display capabilities to increase conversions. To grow revenue and fine tune their Facebook advertising strategy, our Social, Google Shopping and Technology Department met regularly to design conversion-focused ads – geared towards generating sales.
We integrated their Google Merchant Center feed to Facebook Dynamic Ads, which allowed Vuori to target specific audiences based on actions they took on the Vuori website (for example, adding a product to cart or checking out a specific product page). With Dynamic Ads, Vuori was able to promote relevant items to potential customers across multiple devices through an automated process.
The introduction of Dynamic Ads helped to close the loop, create more conversions, and turn Facebook into an impactful ecommerce channel for Vuori’s business.
As a result, we saw a 219.40% increase in Facebook revenue, a 37.44% increase in Facebook (GA) conversion rate, and a 192.44% increase in Facebook (GA) transactions.
Goal 2: Acquire New Customers
Before Vuori partnered with CPC Strategy, their Google Shopping efforts were fairly limited by their simple campaign structure. There was no brand vs. non-brand segmentation, which prevented them from being able to dedicate budget to strategically acquire new customers at a measurable return. We were able to significantly optimize Vuori’s Google Shopping strategy by implementing our ISO™ campaign structure, which allowed Vuori to acquire new users at scale.
On the social side, our Facebook team began testing new creative against different audience segments and taking action to improve Vuori’s prospecting and CRM efforts. Approximately 15 months after joining CPC Strategy, Vuori was able to increase their new email sign ups by 131.05%.
We also implemented our Facebook Creative Report, which is basically a deep dive into Vuori’s advertising data based on a specific time period. This report allows us to analyze how the current creative is impacting the entire account so that we can make better recommendations to Vuori on upcoming creative.
“CPC has been instrumental in helping us reach and convert our target customer across various platforms. With their expertise and guidance we have seen a tremendous increase in site traffic, email capture, general brand awareness in the market, and a solid ROI across all marketing campaigns. Everyone on the CPC team is invested in the success of our business. It is a pleasure partnering with them”