Erno Laszlo

Challenge: As the Head of eCommerce for Erno Laszlo skincare, I recognized the importance of web analytics in understanding customer behavior, optimizing marketing efforts, and driving data-driven decision-making. Key challenges included leveraging web analytics effectively, extracting actionable insights, and presenting the findings in a concise and visually appealing format. Furthermore, it was necessary to update the brand website's visual appeal to reflect a more contemporary design.

Solution:

Shopping Cart Abandonment Campaign:

To tackle the issue of abandoned carts, I implemented a highly successful shopping cart abandonment campaign. By utilizing personalized and targeted email communications, we were able to re-engage customers who had left their carts without completing their purchases. The campaign recovered approximately $73,000 from 337 abandoned carts, resulting in a remarkable conversion rate of 4.46%.

SEO Optimization:

In order to ensure consistent online brand communication across organic search and on-site search results, I conducted an analysis of the current SEO content. I then presented my findings to both the sales team members and C-Suite executives who immediately approved and supported my recommendations. To address the issue of different demographics using terms that differed from intended brand terms when referencing Erno Laszlo products, client-initiated keywords were incorporated into meta descriptions using legitimate techniques known as white-hat processes. This approach led to increased authentic and successful search results.

Pay-Per-Click (PPC) Advertising Strategy:

To maximize the brand's visibility and reach, I developed a robust PPC advertising strategy utilizing robust automation tool, WordStream, and focused on including product listing ads, geo-targeting, and remarketing campaigns. This strategy generated exceptional results, achieving an impressive ROI of 323% and 30% increase in revenue. The effective allocation of ad spend helped drive revenue growth and improve profitability.

Email Funnel Campaign for New Product Launch:

To generate excitement and anticipation for a new product launch, I spearheaded a highly successful email funnel campaign targeting our existing clientele. Through strategic content, information design, and execution in collaboration with a 3rd party graphic design agency, we created engaging and compelling email content that educated our customers about the new luxury product. This resulted in the fastest presell-through rate within the brand, enticing customers to make early purchases and contributing to the new product's success.

Website Redesign:

Recognizing the importance of an optimal user experience, I led a large-scale website redesign project. By enhancing the website's functionality, improving the visual identity, and providing a seamless online shopping experience, we contributed to improved revenue and conversion metrics. The on-schedule launch of the redesigned website played a crucial role in attracting and retaining customers.

Reporting Analytics and KPI Reporting

To communicate the ecommerce channel’s performance, I recorded monthly KPI reports, highlighting campaign successes and identifying areas of opportunity to increase stakeholder awareness. These reports were instrumental in supporting channel growth and needs and predicting future performance.

Results:

  • Revenue increased by 24%

  • Transactions grew by 47%

  • Conversion rate improved by 69%

  • Shopping cart abandonment campaign recovered approximately $73,000 from 337 abandoned carts with a conversion rate of 4.46%

  • PPC advertising strategy achieved an impressive ROI of 323%

  • Email funnel campaign that targeted existing customers generated the fastest presell-through rate within the brand, driving early product purchases for a new-to-market product

  • Website redesign contributed to enhanced revenue and conversion metrics and enhanced brand image and customer UX

Conclusion:

Through strategic initiatives and optimization efforts, Erno Laszlo Skincare achieved remarkable results in revenue growth, customer engagement, and online presence. The examples of impactful email messaging and campaigns showcased my ability to create engaging content and optimize digital marketing strategies effectively. By implementing successful integrated content campaigns, I played a pivotal role in driving the brand's online success.