The framework that produced an eCom market leader
Propelling a start up company in a trending industry to align them with industry leaders with our proven PPC Process
16x
AVG ROAS
11.8%
eCom conversion rate inc
320%
increased web transactions
244%
Store growth
Snapshot
By completing a thorough competitive analysis we were able to make proven, evidence based decisions that fed into the comprehensive media buying strategy.
How do you market a product you don’t know? We took the time understand the products down to a granular level to truly grasp what appeals to buyers.
Research, research.. research! Analysing an ever changing audience to ensure ads are made and targeted towards the correct people for the right product.
Having an adaptive strategy that include both short and long term goals that ensures a scalable self funding PPC strategy.
Knowing the product, knowing the audience allowed us to write resonating ad copy to maximize conversions.
Combining the dynamic buyer personas and clever split testing with our PPC Process we achieved industry low acquisition costs.
company Overview
Fluidfreeride is an eCommerce store selling electric personal transportation vehicles. The main focus is on performance electric scooters from daily commute models to weekend off roaders.
The Vision
“Imagine a completely hands off, fully managed, bespoke solution for anything advertising related, who wouldn’t want that?
The goals
Generating new customers through demand generation. Raising awareness of the products & service offered with an online data driven marketing strategy.
Establishing multiple buyer personas in order to reach the potential and ideal customers. Where they are, their interests, what they like, what they dislike, and much more.
To identify and monitor the development of the sophistication of the market and distinguish the different types of consumers and the level they were at.
Utilizing the sophistication of the market along with the buyer personas to identify precisely who loves the products, why they love them and what appeals to them.
To generate immediate revenue through a short term strategy that will feed into a working long term strategy that will effectively build brand awareness, whilst maintaining high profitability through effective CPA’s and high ROAS.
To reach an industry low acquisition cost through multi split testing including Top, Middle and Bottom funnel advertising.
- Generate Customers through Demand Generation
- Create multiple Dynamic Buyer Personas
- Identifying the sophistication of the market
- Optimizing each aspect of the buyer journey
- Multi Split Testing for Top, Mid & Bottom Funnel Ads
The challenge
The personal transportation industry was booming with no sign of slowing slowing down but was being dominated by either rental options or cheap options due to lack of knowledge by the majority of consumers.
As the industry was still growing and establishing, the ideal customer had not been identified. The market needed to be educated and introduced to new and better options than what was currently widely available.
Navigating a new legal landscape. As mentioned above the electric transportation industry grew fast causing laws & regulations in place to be out of date which caused buyer confusion and uncertainty.
- Navigating a new, rapidly accelerating industry
- Educating a new wave of consumers
- Negotiating an evolving legal landscape
- Identifying the ideal customer
What we did
We spent time with Julian to work out the ideal scenario for his business. Working out short & long term goals, ideal cost per products, profit margins, balancing potential risks – looking around the corner and in doing so, delivered the most impressive start up project this year.
By rapidly taking big chunks of market share we propelled this eCommerce store to be competing with industry leading giants within the first year. While simultaneously securing and protecting the position as one of the market leaders.
Working in harmony with Julian and his internal team we created an efficient handling process. This allowed internal staff to keep their finger on the pulse for all their marketing activities.
Why wait? Our timely KPI reports allowed us to see, at such a granular level, that we could optimize on demand rather than waiting for the metric to be above or below the required KPI.
Adapting quicker resulted in month on month growth with record breaking revenue goals.
As we thoroughly mapped out the KPI’s we knew what to expect and planned the strategy accordingly, leaving nothing to chance. We knew what would happen, and when to expect it.
Our processes includes multiple tests and action points for when a KPI hits our forecasted projections, we know how to scale it right away. Should a KPI not be met according to our projections we have multiple test and optimizations ready.
Generating a high very ROAS is usually an impressive feat for most eCommerce businesses – however without focusing on profitability, ROAS is just a number. For Fluidfreeride we focused heavily on individual product models and their respective profitability making sure we were hitting the targets and KPI’s.
By understanding the sophistication of the market, the different buyer personas, down to individual product levels, our skilled copy writers created highly resonating messaging used in the advertising, improving CTRs, conversions and keeping the KPI’s on target.
We used our marketing expertise and combined knowledge from audience analysis to competitive industry research to offer creative guidance and feedback for video production shoots, commercials, campaign messaging during holidays, low and peak seasons.
hear from the client
Results beyond metrics
Results are so much more than just numbers, what did working with inDigital mean for Fluidfreeride and what doors opened up as a result.
- Being 100% hands off and just letting the marketing team do their thing. Zero stress and full reliability,
- Educating a new wave of consumers
- Negotiating an evolving legal landscape
- Able to
Completely hands 100% hands off
Julian was able to be completely hands off and rely completely on inDigital to constantly delivery and hit KPI's and instead focus on the things he did best and enjoyed doing and train staff members, improve customer service work with new suppliers and industry partners.
An authority in the industry
Through the success of the brand and by having the time to work with industry partners Fluidfreeride and Julian have become an authority and source of trusted information for all things electric scooter related.
Expanding the Brand
As the marketing & sales were continuously growing and handled by inDigital, fluidfreeride could focus on expanding their portfolio and improving their offering. Better repair service, new models, adding accessories and improve their customer support.
Working With industry Leaders
Due to the tremendous success of fluidfreeride and impressive growth rate they were approach by an industry leading manufacturers and asked to sell their line of products.
Giving something back to the community
"With great success comes great responsibility" - working together with the Tress for the Future organization Fluidfreeride now plats 100 trees for every scooter sold.
Zero stress environment
Stress is often caused by unknowns or overwhelm. inDigital acted as the right hand for fluidfreeride beyond deliverables and offered advice and consultation to reassure any decisions were made with the best best possible information available.
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