About the Client
Muvazo is a well-known Athleisure wear brand for men and women. Launched in 2022 by Tanya Aggarwal, the brand has gained massive popularity due to its premium and high-quality products. The elevated style statement combined with slow fashion, minimalism, and sustainability has made Muvazo an ideal choice for the youth.
Challenge
Being an emerging brand, Muvazo needed assistance with its presence in the digital landscape. The athleisure wear brand was interested in a website revamp and an increase in sales. An increase in orders leading to an increase in revenue was the ultimate aim.
Our Approach
Creating the right performance marketing plan
An emerging brand with impressive offerings but little to no presence in the digital space was in need of a customized performance marketing strategy. Our experts curated a detailed performance marketing plan to ensure the brand’s goals were met.
Target audience
It is vital to understand the brand in order to ascertain the right target audience. Without knowledge of the target audience, it is impossible to drive sales via the campaigns launched. Doing otherwise is simply a waste of money and resources.
We tested multiple audience categories in order to determine the right set of audiences for Muvazo. For starters, open targeting worked extremely well with the brand, both for men and women. Multiple tests gave us interests that worked perfectly with Muvazo. These include interest In Summer Clothing, Luxury Goods, etc., for Females and Interest in Tattoos, Travelling, Fashion, etc., for Males.
Demographic testing was also done to ensure all the campaigns offered the best results. The winning audience was within the 18-35 years old bracket with geographic orientation in the metro cities of the country.
Creative strategy
For a successful marketing campaign, choosing the right mix of creatives and content is of critical importance. We experimented with different types of creative formats, such as carousels, statics, and videos.
However, what really worked for the brand was videos or reels. Moreover, the influencer videos shot and uploaded on social media worked exceptionally well in the campaigns. That is an indication of excellent alignment between organic and paid efforts. With the influencer reels achieving outstanding results, Muvazo has grown rapidly.
Scaling campaigns
With an increasing ROAS, we decided to scale the best-performing campaigns. Steadily, we increased the budget on a weekly basis. In the end, the overall budget for the month had increased by 155%.
However, there is always a need to be cautious while scaling the campaigns. It is true that there is an opportunity to increase revenue for the brand. However, the steep increase in budget all of a sudden can be detrimental to the overall campaign, resulting in a plummet in the ROAS. That is why we closely monitored the campaigns we wanted to scale and increased the budget over a prolonged time period.
E-commerce website & management
The website of any business needs to reflect the essence of the brand. To ensure the customers connected with Muvazo, we migrated the website from Magento to Shopify. The result was an attractive, user-friendly and bug free website.
Revamping the website from Magento to Shopify
Previously, Muvazo was hosted on the Magento platform. However, we recommended the migration to Shopify due to a wide range of reasons. The foremost is the excellent 24/7 direct support that Shopify offers. Apart from that, you get more variety in terms of themes, robust platform and scalability. The aim was to make the website more functional and easier to navigate for customers.
Returns and exchange functionality for customers (automated)
For any new customer, returns, and exchanges available on the website can make all the difference. When customers place an order and view the returns and exchange functionalities, there is a feeling of assurance. It further helps in gaining loyalty in the long run.
Proper size details
For a fashion website, size details are of crucial importance on the product page. The customers need to know the sizes available in order to make the correct choice. Also, offering correct measurements helps in making instant decisions from the customers.
Personalized recommendations on the product page
Recommendations on the product page are a great addition to any website. It shows the users different products they might purchase based on their buying journey. We displayed personalized recommendations to entice users to shop more from Muvazo.
Slide cart
The slide cart is an excellent way to increase conversions. It enhances sales via cross-selling and cart upselling. It is included to smoothen the customer experience and boost average order values.
Reviews for all products
For customers, reviews matter a great deal. Having reviews on the products is a must. We imported Amazon as well as reviews from the previous website and incorporated them here. As a result, the conversion rate increased greatly.
E-commerce SEO
Apart from paid marketing, E-commerce SEO plays a significant role in increasing the overall revenue of a brand. For Muvazo, we focused on implementing the best E-commerce SEO strategy in order to increase traffic and organic revenue.
Keyword Identification & Selection
Keyword identification was done on the basis of proper competition research, client business, target audience, CVP, Categories, and products. The right selection of keywords was based on volume, relevancy, and keyword difficulty score.
We selected a proper mix of primary & long tail keywords to ensure they were a mix of commercial & search intent. It focused on traffic as well as driving revenue for the business. We also considered seasonality & fashion trends while picking the final mix of keywords.
Content structure and optimization
Mapping the selected keywords into different sections of the website with their target URL & including them on webpage content & ensuring proper anchor text & interlinking.
Header tags & meta tags optimizations
Proper optimization of header tags, page titles & descriptions on the basis of the right keywords & guidelines of Google was done. We tried covering our brand USPs & prominent offers in descriptions to get high CTR.
Other SEO efforts include –
- Regular submission of XML Sitemap
- Disavow of toxic backlinks
- High-quality backlinks from sites with good DA, PA & low spam score
- Regular check-up of indexing & crawling errors on the website
- Canonical Tags optimizations
- Different types of schema implementations such as Product, Offer, Review, FAQ, Breadcrumbs, etc.
- Selecting the right topics for blogs & proper utilization of keywords & optimizing them
- Content outreach (Guest post) – Selecting niche specific Paid as well as Organic guest post sites with very high DA and PA scores
Results
With a customized marketing plan, we have witnessed a massive improvement in overall ROAS and organic revenue over a period of 6 months.
- Overall ROAS increased to 8.72
- Total revenue increased by 253%
- Organic traffic increased by 98%
