250% Increase in Store Revenue.
We began working with Biohm in September during a crucial time of year for all eCommerce
businesses, ramping up for the peak-shopping season. The challenge for us was leveraging the
tremendous knowledge base of Dr. Ghannoum and Afif to inform, educate, and market to the
Biohm audience. There’s a fine balance between creating content that comes across as too
scientific or too salesy for the average consumer interested in improving their gut health.
The solution we created involved mixing long form educational content with one-off promotions
that aligned with the Biohm brand. For example, below is a good illustration of content
meant to inform and educate.
We segmented this campaign to users new to the Biohm brand and website visitors needing more
information before making a purchase decision. These educational campaigns featured the
highest open and click through rates of any campaign content we produced.
On the flip side, below is an example of the types of promotional content we created. Instead
of just focusing on the discount, we added in some useful information around the scary
Candida fungus for Friday the 13th.
The idea is to offer value to Biohm email subscribers and customers with discounts on select
products from time to time. We used this opportunity to talk about the negative effects of
Candida on your gut while promoting Biohm’s Candida Report.
Campaign Results
The combination of educational + marketing content had a tremendous impact on company
revenue. We were able to increase Biohm’s total store revenue 250% from the previous
4-month
timeframe while maintaining excellent email engagement rate. More importantly,
Biohm’s
subscription revenue also increased 222% during the same time period.
I’m not saying all of the increase was due to email marketing initiatives as seasonality and
increased paid advertising also played a major role. However, email became the #1
revenue-driving channel for Biohm.
3x Email List Growth
Building an email list in eCommerce is never easy. However, with the right assets and
creative, you can experience explosive subscriber growth.
Biohm’s email list size was relatively small when we took over the account. Although small in
numbers, the audience was extremely engaged with the Biohm brand. The challenge we faced was
increasing the subscriber base without sacrificing on the quality of the users.
As mentioned above, Dr. Ghannoum and Afif provide extremely valuable medical content.
However, much of the content was sitting on a hard drive somewhere waiting to be discovered.
Additionally, Biohm was using a standard 10 – 15% off your first order incentive to capture
new email subscribers. The results were ok, but not eye-popping. We decided to create a
guide free for users to download in exchange for an email address.
List Growth Results
The effect was almost immediate. We were able to convert between 20 – 25% of new
website
visitors into email subscribers. (Keep in mind the industry average here is
about 3.1%!)
Strategic popups like the above are some of the highest converting content pieces you can
offer in exchange for an email address. The more you invest in the quality of the content,
the higher the conversion rate tends to be.
Most importantly, while the number of email addresses increased 3X over a period of 4
months,
the quality of subscribers remained consistent. The increase of valuable emails
helped Biohm
end the year with their highest revenue growth for the company.
Increasing AOV by $17.66
During the peak-shopping season, it can be a challenge for some brands to maintain their
margins when the expectation is to deliver your highest discounts of the year. In addition,
average order values (AOV) can plummet as shoppers are trained to hunt for the best deals on
the Internet.
We challenged ourselves to not only grow Biohm’s total store revenue, but to also increase
the AOV during Black Friday/Cyber Monday. The solution we came up with was implementing a
tiered discounting strategy across the website.
The idea is once a user adds items to their shopping cart; a small overlay pops up
encouraging the visitor to spend $50 to unlock the next discount. We were able to integrate
the overlay with the shopping cart to display the exact amount a user needs to spend to
receive their next coupon.
A series of overlays continues until the user hits the final tier. The above is an example of
the last discount the visitor receives once the maximum spend threshold is achieved.
Tiered Discounting Results
Implementing the tiered discount strategy was a big win for Biohm during the holiday season.
Many times I see brands complicating the Black Friday/Cyber Monday sale by only allowing
select products. If not clearly stated, this can confuse potential customers and can create
customer service headaches.
We decided to include ALL products (excluding subscriptions) and clearly displayed the amount
needed to redeem the higher coupon. Instead of trending downwards during Black Friday/ Cyber
Monday, Biohm’s AOV increased by $17.66.
Last Words
Today, Dr. Ghannoum continues to be one of the foremost experts in medically important fungi.
He has been published in over 400 papers and has been cited over 20,000 times in medical
literature.
Due to their explosive growth the last few years, Biohm contains the largest collection of
Microbiome data in the world! The family business offers a range of products focused on gut
health and is committed to never ending improvement.
It’s not often I get to work with companies truly focused on making the world a better place.
Dr. Ghannoum and Afif life’s mission is to help people experience better lives through total
gut optimization.
