Komuso Design runs a Shopify store that sells the Shift, a wearable breathing tool. You wear the Shift around your neck as a pendant and use it anytime to slow down your breathing and help with stress. I could explain how good their breathing tool is, or I could let Komuso users show you in 60 seconds why using the Shift helps them calm down and makes their breathing better:
Like many Shopify stores at an early stage, Komuso’s founders Vanessa and Todd Steinberg wanted to know if they could turn their Shift into a scalable business (they started Komuso as a side project). But it wasn’t clear what marketing channels to target customers on, or how to convert them into sales.
That was until we found a strategy that helped Komuso grow to six figures in sales. Then over the next couple of years, scaled them to seven figures in sales. And then after that we further scaled those 7-figures sales by 5X in 18 months.
Below are all the details for what we did each year:
2018 – 2019: We Created an Optimized Facebook and Instagram Marketing Funnel
Here’s how we moved Komuso’s prospects from the top of the funnel to the bottom of the funnel and a purchase, quickly and efficiently:
First, we simplified and restructured their advertising on Facebook and Instagram.
From a conversion-focused structure…:
…To a true remarketing funnel:
Then we introduced new ad creative to help move prospects down the path to conversion in each stage of the funnel.
From only conversion-focused ads…
…To ads that spoke to prospects in the awareness, consideration, and post-purchase stages of the funnel:
The results from 2018-2019?
Sales increased from the mid-six figures to seven figures in sales. We don’t have permission to show you their hard numbers, but here’s a screenshot from inside Google Analytics showing the increasing return on ad spend of Komuso’s Facebook and Instagram campaigns:
[2018-2019 results graph]
The bottom line: Stores can see more profit by refining their campaign structure and using the right ad creative for the right audience segments.
2019 – 2020: We Created an Optimized Google Marketing Funnel and Optimized Their Store’s Conversion Rate
Now that we’d managed to optimize Komuso’s Facebook/Instagram funnel and scale-up spend continuously, it was time to create an optimized Google Ads funnel. It was also time for them to optimize their Shopify store’s conversion rate to increase sales and ROAS.
We introduced Google Ads in May 2019, using the following campaign types:
- Brand/Non Branded Search
- Dynamic Search Ads (for keyword discovery)
- Google Display
- Google Shopping
The results from optimizing these campaigns?
Branded and Shopping campaigns in particular helped Google Scale 10X in the first six months with an average ROAS of 550%:
[Graph of results]
We then expanded to Youtube Ads to help drive more awareness:
[Embed a YouTube ad here]
With the improved sales-closing website and email remarketing list, driving awareness from YouTube was scalable. We have since 10x’d their spend on YouTube because it’s so good at driving awareness and top of funnel traffic.
Here’s the Conversion Rate Optimization that happened:
To increase their conversion rate, Komuso turned their website into a sales-closing machine by refining their messaging, visuals, and approach with our consultative guidance.
We aligned our ad creative to their website experience and vice-versa to create consistency throughout the funnel. Featuring the visuals and messaging that would work for their core audience:
[Ad example that aligned with their new design]
They built a new homepage and product pages aligned with the creative and messaging in their ad campaigns to provide customers and prospects with a unified experience:
The product pages feature a tiled image gallery and video of the product with a carousel view. Keeping a clean design while showing the customer the visuals and product details that make the Shift appealing:
Conversion optimization is about more than just design, however. It also involves optimizing each area of your marketing funnel, and that marketing funnel’s system as a whole.
To keep more of the traffic in the funnel and convert them, all of these design and advertising efforts were compounding through email remarketing. They captured the traffic from ads to build their email list via downloadable content:
Komuso Design built their email list through a downloadable that explained the connection between breathing habits, the body, and the mind.
Results from investing in Google Ads and Conversion Optimization:
- Sales increased 2.5X
- Email list subscribers: +170,000
- Conversion rate: +50%
- Conversion rate across campaigns: +160%
The bottom line: To increase profit and ROAS, invest in Google Ads, website design, email remarketing, and CRO to convert more of the traffic in your funnels!
2020-2021: We Expanded to New Advertising Platforms like Snapchat and Pinterest
In 2020-2021 we more than 2x’d Komuso’s 7-figure annual sales again.
How? We continued to scale Komuso’s budget on Facebook and Instagram by restructuring campaigns into the Facebook Power 5 (more on that below).
We also found new opportunities through data-driven ads experiments, which we ran both on Facebook and on new advertising channels of Snapchat and Pinterest.
- Facebook’s Power 5 Recommendations
As we continued to scale the budget on Facebook and Instagram, targeting new audiences with new ad creative, we used ads featuring social proof. User-generated content (UGC) and testimonials make great content for ads, it allowed us to both scale the budget and target new audiences.
We coupled this ad content with restructuring their campaigns into the Facebook Power 5. Facebook’s Power 5 recommendations enabled broad targeting that got data back on who was most attracted to this product, including things like their demographics, interests, and behaviors.
Facebook’s Power 5 recommendations are:
- Auto advanced matching
- Simplified account structure
- Campaign budget optimization
- Automatic placements
- Dynamic ads
Implementing the Power 5 recommendations allowed Komuso to expand their reach and further scale up ad spend.
The other opportunity with Facebook was new geographic targeting. Since they were able to fulfill international orders, we expanded the geography of their product to other English-speaking markets in Canada and the UK with great results.
[Bar chart of USA/UK/Canada sales]
- How We Ran Ads Experiments on Pinterest and Snapchat
We started selling the Shift on Pinterest and Snapchat with conversion-focused campaigns, starting with Pinterest:
[Pinterest ad example]
Pinterest drove cheap traffic consisting of active shoppers. For example, we paid ~15 cents per click compared to $1 on Facebook for traffic from Pinterest:
[Proof from ad account or analytics]
Snapchat drove even more interest and surprised us with a cheaper add-to-cart rate than Facebook and Pinterest.
[Snapchat ad example]
The results from optimizing Pinterest and Snapchat ads?
Sales increased by 2x and reached mid-seven figures, and still climbing for what is now multi-million dollar-earning sku.
[Sales trend line chart]
The bottom line: Facebook wants to enable you to do broad targeting, but you need to follow their Power 5 recommendations.
You also want to run your own ads experiments featuring social proof, and target new audiences and geographic areas to get more data that expands your reach.
Finally, create the ads for the new platforms your audiences are on (like Pinterest and Snapchat) to reach them there and drive conversions from them.
Tying the Data Together to Maximize Lifetime Value
By connecting your advertising data to your customer revenue data, you can see your media buying campaign’s true ROI. By doing this, you learn a great deal about your audiences and what could help you to maximize LTV.
We used Komuso’s data to get even more cheap traffic that converted profitably and predictably. We did it by using a custom reporting process we developed for our clients that provides accurate attribution and valuable insights at every stage of scaling up ad spend.
[Screenshot: Reporting Dashboard]
With this, we’re able to see which campaigns to scale, and where there’s new potential for ad experiments to run for different channels and buyer personas.
For example, we found that audiences of women interested in Yoga and Boho Chic fashion both converted well for the Shift. We also found that the product’s physical benefits like relaxation and improving breathing had a broad appeal beyond these specific audiences, so we aligned messaging and ad creative accordingly.
When we look at where we started until this year, the results for Komuso are pretty incredible:
[3-year line chart, show the sales trend over 3 years]
|Want to see examples of successful campaigns and ads? We put together a swipe file of eCommerce funnel examples we’re using right now to scale paid traffic AND capture new leads using THIS Strategy. You can see all the examples inside this strategy swipe file.|
Want to Scale Your Shopify Store Like Komuso Did?
You need to:
- Optimize your Funnels and Online Store
- Run Ad Experiments
- Use Your Data
(We can do it for you.)
The bottom line is: Online stores need to create conversions and keep lowering the cost of those conversions over time to increase profit. Paid ads provide a data-driven way to do it.
The problem is that stores often struggle to scale up ad spend without decreasing profitability.
To scale your Shopify store through paid advertising, you need to target your ad creative to where prospects are in the marketing funnel.
You also need to set up proper attribution to help with refining and remarketing.
At the end of the day, if your marketing funnel isn’t running smoothly, then you aren’t done yet.
It’s rarely the case that eCommerce companies can get their campaigns fully optimized without working on them continuously.
Once you do create consistent results from one channel, you can scale further by adding on more advertising channels.
Komuso committed to playing this game. With our help over three years, they built their marketing funnel and assets at a consistent pace. They scaled ad spend on multiple channels and grow to a mid-seven figure Shopify store.
Want us to grow your Shopify store through paid media?
If you meet the following criteria:
- Have made >$250,000 sales over the last 12 months
- Can afford $50 per customer
- Sell a scalable product on Shopify
Then we can help you scale profitably using our multi-channel paid media strategy. You must have a minimum budget of $10,000/mo to get started.
If you do, schedule a call with us to discuss the next steps.
P.S. This strategy will also help you recover your abandoned carts and grow an email list of people who are interested in your products.