Brought on in early 2017, The Natives got straight to work for Veneziano with an initial focus on Google Ads (formerly AdWords). As results grew, so did our services across their Wholesale business; using multi-channel marketing for lead generation and sales enablement. This approach included assisting with optimising Salesforce/Pardot, social media and email marketing support, and also handling their SEO and Ads campaigns, with a focus on generating wholesale leads and e-commerce revenue.
Previous efforts in SEO and Adwords missed the mark, and didn’t generate the results that Veneziano wanted. When we began our partnership, the existing website was inhibited by an average conversion rate below 1%. In comparison to their competitors, Veneziano’s overall digital footprint was weak, and in identifying these pain points, we were also able to provide the much-needed visibility for growth. Coffee subscriptions (recurring revenue) were a key revenue driver for Veneziano; but a painful user-experience made the subscription sign-up process a challenge.
Addressing the painful user experience on Veneziano’s website was our first priority. We strategised opportunities to reduce friction in the online purchasing process, to target customer drop-off and increase conversion through introducing intuitive features and design functionality. To move the needle and drive acquisition of customers, SEO became the primary marketing channel to translate optimisation into revenue. When Veneziano’s new eCommerce marketing experience launched, conversion rate of the website quadrupled, and the custom subscription builder page incrementally grew monthly recurring revenue. Strong reference to analytics prior to the introduction of the updated website guided the marketing strategy post-update. In addition to SEO, we introduced a revised social media strategy to heighten awareness; and consideration was supported by Google Ads to close the sales loop. The bottom line? Sales target for 2018 reached (and then some), and month-on-month sales growth between 10-20%.