Skin Rx Lab is a derma-cosmetic brand that sells functional cosmetics made with over 16 years of industry experience. After a year of making various efforts to activate their global ecommerce store (Shopify), Skin Rx Lab encountered a disruption at a point where they were wondering about the sustainability of their global store due to the lack of clear sales performance. With Disrupt’s proven track record of bolstering Shopify sales, we helped Skin Rx Lab jumpstart their presence on the platform. They’ve now set new short and long-term sales goals and are steadily increasing their Shopify sales through store renewal, promotion planning, global content creation, social media marketing campaigns, and more.
Phase 1
Renewal of our Online Store
To enhance Shopify sales, we needed to optimize the store for global consumers. We improved the UX/UI of the existing website so that visitors who come to the Shopify store could easily find product information, reviews, and attractive offers, then in step convert them into customers. We designed the store to better convey the brand's identity through customization development, not just simple Shopify template utilization. We then renewed the global corporate portal by adding gamification elements to increase visitor engagement.
Phase 2
Content Creation
We created content based on the monthly promotion plan established during the planning phase. We carried out all the processes of content creation from planning, shooting, to editing, creating localized global content that appeals to overseas customers. We strategically planned advertising content to be able to flow into the Shopify store and created variations of advertising content by identifying types of content based on performance marketing data. Our main goal for content use was for advertising, but was also reoptimized for the Shopify store, social media feeds, andemail content enabling consistent message delivery across various channels to drive sales.
Phase 3
Advertising Execution
Through various platforms, we executed advertising campaigns on Instagram, Facebook, Google Ads, and TikTok to attract potential customers. For the meta advertising, we utilized previously created ad content to reach existing and new customers through continuous A/B testing of various targeting options and conversion optimization. We also retargeted customers who visited the Shopify store using pixel data and focused on targeting similar customer groups to actual purchasing customers. For Google keyword search ads, we separated general product keywords and specific brand-related keywords and set them up according to the customer's purchase journey stage. We also connected the Shopify product catalog and Google Merchant Center to enable exposure on the shopping search ad page.
Phase 4
Encouraging repeat purchases through customer relationship management (CRM)
In the beauty category, the repurchase cycle is short. Keeping this in mind, we focused on continuous communication and customer relationship building through email marketing to encourage customers who have experienced the products to repurchase. We built automated email flows such as the Welcome series, Post-purchase series, and Abandon cart series in addition to monthly promotional emails to drive additional sales, secure additional reviews, and minimize communication resources with customers. Email marketing directly contributed to the increase in Shopify sales and accounted for a significant portion of Shopify revenue.
As a result of improving the overall website UI/UX to increase the purchase conversion rate of Shopify store visitors, the bounce rate decreased by 76.85% and the average duration of visits increased by 145%
We reached potential customers at various stages of the purchasing journey by utilizing a multi-channel marketing strategy that combines TikTok ads, Meta (Facebook & Instagram) ads, and Google ads on different platforms.
We introduced a gamified popup to secure more potential customers' email addresses, and increased our email subscribers by over 3x. Additionally, we built an automated email system based on customer actions, generating over 20% of our total sales through email marketing alone.
We kept the website fresh for visitors by changing banner images every two weeks while boosting ongoing promotions.
By introducing a gamified popup rather than a standard non-interactive one, we were able to increase our potential customer email collection rate by 342% compared to before.
