Agile Digital Marketing
After developing a reputation as the provider of luxury retailers own brand slippers, Lazy Dogz established their own premium slipper company. After two years, their online sales had not performed as well as initially hoped for. Though their website had incredible aesthetics, its usability and overall conversion rate was sub par. They had issues getting traffic to their site in the first place, and then struggled even more with conversions. One of the biggest frustrations Lazy Dogz had experienced was having a marketing strategy that didn't adapt to new challenges and developments.
As an Agile marketing agency My Social Agency was the perfect choice for Lazy Dogz, because our method of working means that we aren't constrained by an unchanging strategy. Instead, we would test multiple methods of lead generation in order to discover the most effective platform for our client. Then, we drop the formats are that aren't yielding results, and continuously optimise until we hit a cost effective sweet spot. Our overall challenge was to boost Lazy Dogz's website conversion rates and increase their eCommerce sales.
As with any start up brand, budgets are limited, and this was the biggest challenge we faced. Our various tests and efforts were constrained by the amount of money we had to test with. Fortunately, due to having access to past data, we were able to exclude certain tests and mediums had not converted well in the past. This included the usually popular route of Facebook advertising. With this knowledge, our strategy was first focused on determining what kinds of marketing would attract the most leads in the shortest period of time.
To do this, we tested multiple advertising forms and refined the audiences that were being targeted on each social media platform. The second issue that we were tasked with tackling was the website's low conversion rate. Whilst we already knew that Facebook advertising does not convert well, we knew that the platform couldn't be ignored. So that potential customers could get a tangible feel for the quality of Lazy Dogz’s products we created tactile product videos that would sit on their Facebook page. After this was done, we moved forwards by utilising a mix of organic SEO, social media marketing, content marketing and paid media as part of the campaign.