TORONTO TEES | CRO & Re-Engagement Marketing

Successful cases

Client Background

TorontoTees is one of the leading print-on-demand providers of custom printed t-shirts and other apparel in the GTA area.

They have 2 physical locations in the city of Toronto and a growing online presence. They pride themselves for their fastest 5 minute turnaround time.

TorontoTees did a lot of SEO work investing into this channel from the inception of their new Magento site with embedded Inksoft t-shirt designer tool. Facebook advertising was also tried, but only for retargeting purposes.

Their website was generating a good amount of organic traffic (insert number), but it wasn’t providing as much revenue as physical locations and there was room for improvement in terms of online conversions.

Challenges / Problems

Lots of traffic but not enough conversions and sales online. Both lead and e-comm conversions could be improved.
Website’s original conversion path and UX was a bit confusing. There were several ways how to convert on the site but all of them had some issues.
1. There was an option to purchase online (e-commerce conversion), but there was 2 different checkout systems. Magento checkout for desktop users and Inksoft (t-shirt designer) native checkout system for mobile users. Hence, mobile conversions did not register in Google Analytics and were not tracked properly. Checkout conversion rates were also not tracked properly and shopping cart abandonment was not optimized.
2. There was a way to generate a lead on the website by calling or emailing the business with the number/email listed on the site. But these emails and calls were hard to track and did not result in qualified leads.
3. There was an option to request a quote on the site, but the form was too long, logic was confusing and it wasn’t even working properly.

(old) an option to purchase online (e-commerce conversion) or by getting in touch via email or call. In addition, there was an option to request a quote (lead conversion) but it was cumbersome to fill out that form and it wasn’t working properly.
Issues with the mobile conversions due to the bad UX of the Inksoft designer tool. There was no way to track users who started designing a t-shirt using that embedded tool.
Clients and prospects that were acquired were not followed up and re-engaged with properly. Thus, leaving money on the table and missing an opportunity to increase life time value of each customer.

What we did

Phase A: UX & CRO

We performed a UX and conversion audit in order to identify the benchmark conversion data and to understand where users are falling off in their buyer journey.
We performed a Revenue & Conversion modeling exercise with the client to show how much additional revenue could be generated by lifting conversions across the funnel.
Redesign of the Request for Quote page and simplified user flow to get more Request for Quote leads.
Improved analytics and tracking setup.
Unified checkout flow for both desktop and mobile users. Integration of mobile Inksoft designer and Magento Checkout.

Phase B: Improved Retargeting & Re-engagment

Improved Facebook & Instagram retargeting campaigns.
Fixed and Improved Browse Abandonment campaigns.
Improvement of re-engagement marketing by optimizing Klaviyo marketing automation flows (Welcome Series, Re-Subscribe, Customer Winback, Cross-sell/Up-sell)
Implemented email marketing campaigns with professionally designed email templates in order to boost sales during relevant holidays.
Improved On-Site Engagement with special offer popups / coupons.

Phase C: Improved Traffic Campaigns (Facebook & Instagram)

Interest based targeting and new funnels based on interest (dogs, cats, covid)
INSPIRE – gallery page on the site created with new designs of t-shirts

What we uncovered

Most of the websites visitors could be split into 2 main groups. People who are ordering for their business (B2B) and people who are designing t-shirts and ordering for their personal needs (B2C). B2B visitors are price conscious and they need more details. They are more comfortable to Request a Quote, since the average order is generally on the higher end. There had to be an easy way for these B2B users to convert and the new Request For Quote flow did just that. Hobbyists (B2C) like the design your self feature of the site, and generally purchase directly online. They also more likely to use mobile devices for browsing the site. Hence, experience of the website needed to be adjusted for these 2 main groups in order to optimize conversions. Proper re-engagement marketing initiatives needed to be added and optimized as well to bring back the initial interest and get more sales.

Results

After implementing both Phase A & Phase B we achieved the following results.

We almost doubled the Website Lead Conversion Rate. An increase from 2.50% to 4.86%.
In the first 3 month after changes took place we have generated 794 Request For Quote qualified leads.
Overall number of lead conversions also increased by 47%. From 726 leads from baseline 3 month to 1373 leads in the 3 months after.
As a result, we increased the overall revenue generated from the site in 3 month by 32.96%. An increase of $84,538. From $171,965 to $256,503 in just 3 month.