Productpreneur Marketing
Helping Ecommerce Stores Connect With More Customers Online & Scale – Faster!
Discover How This Eco Homewares Store Doubled Their Revenue In Just 6 Months!
New Zealand-based sustainable living specialty store, the Waste-Free Home, has enjoyed rapid year-on-year growth.
Read the article to discover the core strategies that formed the basis of the growth strategy.
And, find out how you can replicate this in your own business!
Take a look at what’s possible with consistently implementing the right growth strategies:
How We started
Shayna started eco homewares store, The Waste-Free Home, to try and help with a very big problem. Waste. 12.6 million tonnes of it goes into our landfills every year. And like many Kiwis, she was fed up with it.
The problem is, so much today is designed to be “convenient” and disposable. Use it and throw it away. And that ends up not just in our landfills, but in our oceans, and back into our bodies… Shayna dreamed of a better way.
The earth is a source of inspiration and pleasure for Shayna, providing moments of calm in our fast-paced lives. She wanted her children and grandchildren be able to enjoy that same simple right. To grow up healthy and happy. As a mother she felt overwhelmed to think that it might only get worse from here.
So, Shayna and her family set about searching for (and rigorously testing) products. They needed to be beautiful, ethically and consciously made, sustainable, and easy to return to the earth once their hard-working lives were over. And what they couldn’t find, they would make.
From those humble beginnings, The Waste-Free Home has enjoyed rapid year-on-year growth, thanks to a few core strategies…
THE PROBLEM
Over the years, they found their greatest challenge is also a strength. The Waste-Free Home are uncompromising in their desire to sell beautiful, useful and sustainable items. They have to be all three, meaning a huge portion of what they sell can never be mass-produced.
This means they rely on customers who can tell the difference between cost and value – and requiring effective marketing to attract and engage those discerning people.
Cash-flow crunches and needing to hire more staff in order to keep up with growth tested Shayna’s confidence, but with the guidance and support of our team she’s learned fast, mastering new skills around planning, management, marketing and advertising, and navigated each challenge successfully.
A particularly thrilling achievement was designing, manufacturing and launching their own range of products, leading to surpassing their November sales target even before Black (Green!) Friday promotions began!
The Solution
Here were the 3 key strategies we implemented to grow their year-on-year revenue:
1. Get More Traffic (Without Over-Paying!)
There are three different kinds of traffic and every successful eCommerce brand needs all three: owned, earned and paid.
The Waste-Free Home now has two paid traffic channels that convert profitably (Meta and Google Ads), driving consistent and predictable amounts of traffic to the website and converting at a profitable rate.
Their website is now well optimised for SEO and earns between 20% of revenue from organic search (the free stuff!).
And, as a result of consistent and ongoing email list-building and email marketing efforts, they generate nearly 30% of revenue from the database they own (also basically free traffic!)
2. Increase Sales Conversions & First-Order Value
Scaling an eCommerce business can be a massive drain on cash flow, so it’s critical to maximise the website conversion rate and average order value from new customers.
Doing so improves the return on ad spend (ROAS) from paid traffic, and it also generates new revenue fast enough to keep growing quickly.
With regular tweaks and optimisations to the website to improve the conversion rate, and the introduction of new products, The Waste Free Home has been able to make more money, faster!
3. Maximise Customer Lifetime Value
Because it costs money to acquire each new customer, in the form of paying for traffic and offering discounts and incentives, it is pretty difficult to grow a profitable business if customers only buy one time.
By implementing a promotional calendar that incorporates regular product launches, bundle offers and promotions, The Waste-Free Home has increased their customer lifetime value significantly over the year.
The Results
2. Increasing the revenue from paid Meta ads by over 427%! Historically, the Waste-Free Home ran a very basic Meta ads strategy on a very low budget, but needed to scale their spend to grow. They achieved a huge increase in profitable traffic and sales from this channel.
3. Increasing the revenue from from Google Ads traffic by over 159% with a high return on ad spend (ROAS) of 11.13, contributing significantly to the revenue growth and accelerating the speed of growth.
4. Increasing the revenue from free Organic Search traffic by 66%, also contributing a significant improvement to the overall profitability of the business.
And this was only the beginning!
As Shayna says, it can be lonely running a small business, even with a supportive husband, amazing family, good friends, other small businesses, and now mentors all contributing to help overcome whatever obstacles have presented themselves.
We can’t wait to see what our next client achieves!
“I knew what I wanted for the business but was just lacking the how. I’d followed the Productpreneur podcasts for a long time and once I reached out, I was certain it was a good fit. They gave us a clear plan, a series of goals to get us there, small steps that were not just about them doing it for us but rather upskilling us for the future.
From the first meeting I felt that Cath understood me and her support has felt incredibly personal and specific to me and my business. This has never felt like an off-the-shelf, rinse-and-repeat course, rather I have felt the team have been an extension of the business, in it together and invested in our success. They have helped me and the business by teaching me how to do things rather than just doing them for me. This has grown both my skillset and knowledge, and my confidence in managing risk and making decisions.
I had intended to do a short 3 months as a bit of a test, the fact is the results have been so great that we are still working together 9 months on. Their guidance, mentorship, and belief had paid for itself in revenue growth within days of us teaming up. And it’s still growing today.
I highly recommend Cath and her team to any small businesses that is looking to grow but don’t know how to get there. I am very grateful for all that they have done to help our business grow.” – Shayna Stalker, The Waste-Free Home
About Productpreneur Marketing
Here at Productpreneur Marketing, our special niche is working with Ecommerce stores looking to scale from around $10k per month to $200k per month in sales revenue.
Founded by Catherine Langman, who has over 20 years’ experience working in digital marketing with blue chip clients such as Microsoft, Coca Cola, Blackmores and RMK Shoes, as well as launching, scaling and selling her own award-winning international brand.
Bringing together this unique mix of experience as an eCommerce retailer and digital marketing expert, Catherine and her team regularly help our clients achieve hugely profitable results, from successfully launching to growing into multi-million-dollar-a-year brands.
Building brands and implementing digital marketing strategies can be technical and tricky. We’re here to help make the path forward easier – from strategy to execution – so that you can grow profitably and sustainably.