Long before starting children’s clothing label, Bird & Bean, (formally called Nohi Kids) designer Janel Andersen had dreams of one day opening a brick and mortar shop. She envisioned a well-curated space for littles and their favorite grown-ups that was also a space to connect with the local community.
Inspired by her own bird (daughter) and bean (son), Janel’s hope is to provide impeccable customer service and share her years of baby/kid product expertise.
They opened in 2016. By 2023 they were worried about the efficiency of their digital marketing efforts. Specifically, the lagging Conversion Rate (CVR) on their website. That's when we came in.
The Pain Points of our Client:
Outdated Design
Causing a decrease in customer engagement, a tarnished brand image, and ultimately, a drop in CVR.
Ineffective Ad Spent
Diminishing Return on Investment (ROI), draining resources and hindering the growth potential.
Unleveraged UVP
Provoking a lack of differentiation in the market, making it difficult to attract and retain customers amidst intense competition.
Our Chosen Strategy:
Conversion Rate Optimization
Enhance user experience with a mobile-responsive design, personalized product recommendations, and streamlined checkout. Provide multiple payment options and display trust signals.
Facebook Ads + Google Ads
Facebook Ads to engage new and expecting parents with compelling visuals and Google Ads to target high-intent searches for baby products. This combination ensures visibility across crucial touchpoints in the customer journey, enhancing reach and driving sales through precision targeting and optimized content.
Email Marketing Set Up
Customized email campaigns based on user behavior and preferences, integrating user-generated content to build brand loyalty. Also follow-up and reminder automation for abandoned carts and wishlist items.
Our team of growth experts conducted research in analogous and successful DTC eCommerce brands in the Kids & Baby Space, in order to prepare a step-by-step action plan while checking the historical results, methods, and pain points of the client.
Strategic Experiments
After defining Google and Facebook as the main channels, we prepared the experiment tracker with key experiments to generate the most insight and performance in the short, medium, and long term. We leverage the Scientific Method into Marketing.
Campaign Launch
With our research and creatives in place, we implemented and enabled tracking solutions and began the ads campaign.
Target Hit
After generating the initial results, we identified the key audiences, the right budget allocation, and the top-performing creative angles.
How can an Email Marketing StrategyImprove CVRs for a Kids & Baby eCommerce?
With personalized communication. That's the short answer. Segmenting email lists allows for targeted offers that match parental needs, increasing engagement and conversion likelihood. Behavior-triggered emails, like cart abandonment reminders, directly re-engage shoppers, encouraging them to complete purchases. Newsletters with new arrivals, exclusive deals, and parenting tips keep the brand in customers' minds, promoting repeat purchases. Additionally, feedback through email surveys improves customer experience and informs product and marketing optimization, further elevating CVRs.
Our clients still make substantial revenue on the popular primary channels. But we know that Facebook and Google costs are rising, and scale is limited. So at EmberTribe, we found a path to hit businesses’ goals by methodically tapping into multiple secondary channels. But it needs to be strategic.
"EmberTribe has been an incredible ally in our growth strategy. In a short period of time they were able to scale up our ad budget 200%, while decreasing the unit cost for each additional sign up. We see them as an extension of our internal marketing team, which, for a fast growing company, gives us tremendous leverage when building out and scaling new user channels."
Duncan Street
Co-founder, Qeepsake
"EmberTribe has been an incredible ally in our growth strategy. In a short period of time they were able to scale up our ad budget 200%, while decreasing the unit cost for each additional sign up. We see them as an extension of our internal marketing team, which, for a fast growing company, gives us tremendous leverage when building out and scaling new user channels."
Duncan Street
Co-founder, Qeepsake
"EmberTribe has been an incredible ally in our growth strategy. In a short period of time they were able to scale up our ad budget 200%, while decreasing the unit cost for each additional sign up. We see them as an extension of our internal marketing team, which, for a fast growing company, gives us tremendous leverage when building out and scaling new user channels."
Duncan Street
Co-founder, Qeepsake
"EmberTribe has been an incredible ally in our growth strategy. In a short period of time they were able to scale up our ad budget 200%, while decreasing the unit cost for each additional sign up. We see them as an extension of our internal marketing team, which, for a fast growing company, gives us tremendous leverage when building out and scaling new user channels."
Duncan Street
Co-founder, Qeepsake
"EmberTribe has been an incredible ally in our growth strategy. In a short period of time they were able to scale up our ad budget 200%, while decreasing the unit cost for each additional sign up. We see them as an extension of our internal marketing team, which, for a fast growing company, gives us tremendous leverage when building out and scaling new user channels."
Duncan Street
Co-founder, Qeepsake
Cluster Magic
Tap into the power of organic search traffic to boost your brand's growth.
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