Opascope Grew an Ecommerce Company’s Revenue By 61%

Much of the company’s early success was a result of its unique business model. When gift givers purchase custom gifts from the site, they are able to upload or request their friends’ and family’s addresses, and the gifts are automatically sent to them.

As a result, the company had never needed to invest in a comprehensive online marketing strategy.

For years, they had seen substantial year-over-year traffic growth — at least 40%, and often double that — largely driven by direct and organic search.

But word of mouth and organic reach can only get you so far.

When the company reached out to Opascope, its traffic and revenue numbers were still trending upwards, but its growth had slowed substantially. Worse yet, the rate of decline seemed to be increasing.

Three issues stood out.

One of the first issues that Opascope noticed was the lack of strong analytics and  reporting. The company’s existing setup was only capable of delivering a broad overview of trends, and it lacked the ability to provide truly detailed, end-to-end insights. 

The company had small campaigns running on Google and Facebook, but they weren’t driving enough revenue to make a meaningful impact. Since the company primarily relied on organic growth, these campaigns used generic settings and little testing had been done to optimize them.

For desktop users, conversion rates were high. On mobile, it was a different story. This was a problem because over time as internet traffic shifted to more mobile, so did their traffic mix.

The company turned to Opascope for help just before the holidays — a crucial period where they do 80%+ of their full year revenue in a handful of months.

In order to take advantage of the holidays, Opascope had to move quickly. We made fast changes to the company’s analytics and reporting infrastructure in order to assess what changes would have the highest impact on the bottom line.

For example, we discovered that they had been hemorrhaging customers due to competitors bidding on the company’s name in Google searches.

On Google, we reallocated the company’s brand campaign budget to prioritize important terms. As a result, they began winning more searches (and traffic) for people searching for their brand.

Meanwhile, we replaced static image ads on Facebook with short explainer videos which gave viewers a better sense of how someone could send custom-designed gifts directly from the site. As a result, ad performance skyrocketed.

While the company’s overall traffic had been on the rise, much of that increase was coming from mobile users. By the time we started looking at the account, around 65% of site traffic came from mobile devices. The problem was that the site’s mobile UX hadn’t kept up.

We led the research, testing, and redesign work to create a better user flow on mobile devices, leading to an increase in conversions and average order value.

Within a matter of weeks, Opascope had turned around growth, right in time for the holiday rush. The result was a 45% increase in holiday season revenue.

• 8% increase in holiday season revenue
• 4% increase in holiday conversion rates
• 30% increase in holiday average order value
• 388% increase in first-year advertising revenue

“Opascope got this stuff dialed in to a point where, if we spend more money on ads, we’ll make more money,” Jesse, the company’s founder, explained. “That’s where you want to be as a company.”