CROSSNET was an outdoor game that wanted to maintain brand growth in the off-season. They needed help figuring out a solution to driving purchases and website visitors consistently and profitably. They also needed help increasing optimizing their website in order to increase conversion rate and average order value.
CROSSNET was experiencing a 69% decrease in website visitors and a 76% decrease in total sales in the two months prior to joining The Snow Agency. We needed to figure out a way to increase traffic at a profitable margin with a small amount of initial data to build off of. After extensive data mining, we fleshed out a customer profile and began targeting the brand’s most profitable demographic with specialized creatives.
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Prior marketing efforts for CROSSNET were unsuccessful at flushing out an optimal customer persona instead of focusing on a mass appeal approach. The data we compiled suggested that woman 35+ was the ideal target demographic. We were finding our target demographic allowed us to overcome their tight budget by spending more efficiently. Allowing us to bypass many limitations that their previously tight budget imposed, making spending more efficient. Given the nature of the product, it was fair to assume that these 35+-year-old women were mothers, aunts, or something similar purchasing the game for children. We repurposed struggling creatives to appeal towards those women, and after initial tests proved our assumption to be correct, we were able to scale quickly.
We were able to take existing videos that were yielding diminishing results for the brand and revamp them to target our ideal customer. Using a data-based approach, we were able to create a new selling point for the game. The angle we chose pulled a quote from a study conducted by the BBC, highlighting the alarming amount of screen time the average child experiences daily. This created a problem/solution ad approach, that resonated well with CROSSNET’s core consumers. We also noticed that CROSSNET’s previous videos only focused on the game being played on the beach, so our agency was able to provide an in-house video shoot promoting playability in the average backyard, broadening appeal for the game.
CROSSNET leaned on our expertise in website optimization to fix significant issues that they had been having with conversion rate (CR) and average order value (AOV). Our optimization tips, combined with our efforts to serve to a higher intent customer, resulted in a 392% increase in CR for the brand. Using trusted agency partners, we provided services that increased AOV considerably, building custom funnels that provided customers with post-purchase upsells.
CROSSNET was experiencing a staggering decrease in website traffic before hiring The Snow Agency, losing tens of thousands of visitors monthly. We needed to tackle this glaring issue, but we needed to get the right traffic. Using our expertise in ad placement, we were able to achieve a 110% increase in website traffic over the first 60 days of service. Given that the first 30 days concede a lot to testing, the latter 30 days of service reveal a 362% increase in website traffic, as the effectiveness of our placement improved.
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"With CROSSNET, we wanted to take our FB ads to the next level and scale. With strategic planning and ad copies, The Snow Agency implemented seasonal ads for each quarter to make sure all ads were fresh. We are very glad we went with The Snow Agency before Q4 started, otherwise we would have not 10x’d our revenue."
Greg Meade
CEO, Crossnet
