I had spent about a year mentoring Kiran R, from product development to web design. Once he realized he couldn't do it alone after sales dwindled after initial 'buzz' from friends and family, and primarily Secret Entourage members, he invited me on board as his only employee, and was paid based on a profit based incentive.

As you can see, the website looked horrible. Aside from incredibly poor initial appeal, it simply lacked anything notable, did not exude luxury or confidence, had no branding aside from black and white images, disregarded all ecommerce standards, and aside from occasional instagram 'shoutouts', there was no marketing whatsoever.

REBRAND

Brand CarbonTrimSolutions as a high-end, automotive inspired, luxury brand.

BUILD

Create a highly converting, exciting, and quality media-filled ecommerce website from scratch.

GROW

Implement long term highly converting internet marketing strategies on social and search.

Rebrand, Build, Grow

Brand CarbonTrimSolutions as a high-end, automotive inspired, luxury brand.

Create a highly converting, exciting, and quality media-filled ecommerce website from scratch.

Implement long term highly converting internet marketing strategies on social and search.

A Luxury Brand: From Scratch to 6 Figures

From lowly
$
to amazing
$
Annual Revenue

It took a lot to build such a massively successful brand and ecommerce business, instead of finding one tiny 'win' to gloat about, like what you'll find in most "ecommerce guru" portfolios, I've got a lot to show you, so you understand how powerful a motivated marketing technologist can be.

Let me tell you the story, then show you specifics: results, screenshots, media features, unique strategies, and break down my multi-channel internet marketing matrix. Far from all-inclusive, but plenty informative.

$
in iPhone 6 cases sold in the first 90 days,
driven by
>
marketing channels
From lowly
$
to amazing
$
Annual Revenue
$
in iPhone 6 cases sold in the first 90 days,
driven by
>
marketing channels

The Timeline

A Failing Idea

A lowly $3,000 a month average in sales, as a result of:

  • No internet marketing strategy or execution
  • Website with zero ecommerce focus
  • Lack of search engine presence
  • Amateur level photography
  • Zero media coverage

Glass Half Full

Hired on with P&L based incentives and almost no budget.

  • All existing content and media is thrown away immediately
  • CTS is completely rebranded as luxury brand
  • Ecommerce-optimized website from scratch is launched within weeks
  • All product photography and additional media is recreated
  • Multi-channel internet marketing strategy begins to take shape

Taking Flight

After weeks of hard work, rebranding, content and creation from scratch, design and funnel optimizations, the new website launched and sales more than doubled, bringing the average monthly revenue from $5,200 to $9,800.

6 Month Revenues Pre vs Post Hire

iPhone 6 Launch

Pre-orders for iPhone 6 cases begin almost immediately after announcement with pre-made content and advertisements.

  • Over $100,000 in pre-orders within the first 90 days
  • Yahoo! Finance & DuPont Registry drive record traffic and sales
  • Multi-channel internet marketing strategy launch
  • Incredibly successful initial reach, ROI, and revenues

Sustainable Marketing ROI

ROI scaled with increased marketing budget which started and maintained nearly zero overhead. Continued ecommerce optimization drove conversion rate.

  • Average Unique Visitors Increase 380%
  • Social Traffic Contributes to 75% of Sales
  • >8 Channels Driving Traffic & Sales

All The Way Up

Revenues explode to $341,000 in my first 12 months, up from projections of under $40,000.

  • YoY Revenue Gains >540%
  • Search engine rankings increase to the top of page 1
  • Website is further optimized for increased conversion rate
  • Multi-channel internet marketing destroys all goals
  • Increased ad budgets and ROI scale in unison

 

Pre vs Post Hire Year Holiday Revenues


Brand establishment, marketing presence, multi-channel orchestration, my first holiday season produced insane results.

Stay Winning

Strategy development, ecommerce expertise, media creation, and enhancements to all marketing channels, sustain incredible growth.

  • Massively successful multi-channel marketing
  • New product releases & announcements
  • Unique Ecommerce strategy and development
  • 2nd Year Revenues 38% higher v. 1st Year

Proficiencies Utilized

Branding, Logo, and Appeal

From the start, the branding needed to be totally overhauled and made consistent. On a time constraint I designed a simplified web-use logo, as the original logo was quite loud and unappealing. Selecting a vivid orange blue for CTA use, with a smokey color palette behind it, the branding blended technology and luxury.

"A lifestyle material" is what carbon fiber is to me, so it's what CTS declared as it's first tagline. I wanted to sell more than a phone case: a lifestyle.

cts-port-branding

Ecommerce Web Design + Development

Version One - Humble Beginnings

Drawing inspiration from high-end men’s luxury brands like Burberry and Rolex, and high-end luxury sports cars like Lamborghini, the website had to be minimal, responsive, and focussed on highlighting the great features and design elements of the carbon fiber cases. Initially preparing a mostly dark, but modern website, powered by WooCommerce on an optimized DigitalOcean Ubuntu 14.04 LAMP droplet, from the beginning it was search engine optimized, speed optimized, and intricately luxurious.

Budget-Friendly Origin

Limited by the cost of my visions of grandeur, a lot of the initial websites media was heavily photoshopped, and content drastically over-zealous, but at it's core, the brand was born under slim to no overhead.

Initial Optimization

Each part of the funnel was optimized and written by hand, the home page, product page, cart page, and checkout process, all optimized to their fullest potential, driving up the conversion rate and decreasing abandonment rate.

First Version - Home Page
First Version - Product Page
First Version - Account Page

Version Two - Evolution

A sales increase created a larger budget for a new website. It was thoroughly optimized, with all new media, new content, and a focus on luxury. All metrics increased with the new design, including Conversion Rate which drastically increased over 45%, and Average Order Value which increased by 18%.

After the first year, the brand expanded into new product lines, which meant another minor overhaul had to be done as the initial designs were focussed around one single product, not an entire catalog.

Second Version - Home Page
Second Version - Product Page
Second Version - Press Page
Second Version - Account Page

Web Development

Linux, WooCommerce, WordPress

Carbon Trim Solution's website was it's only venue for sales, so it was important that the website maintained near 100% uptime, was incredibly fast, incredibly secure, and able to adapt to change on the fly.

I configured the server and increased it's hardware specifications to handle, at it's most, 5,000 unique visitors within an hour. To load the pages fastest, I optimized Linux with Apache, APC Cache with priming through W3 TotalCache, utilized a high-powered and world-covering CDN, and optimized JavaScript libraries and loading order at a plug-in level, one by one, to ensure the website loaded insanely fast.

Mobile-Focussed Everything

Mobile visitors accounted for over 80% of all sales, and nearly 92% of all traffic. Advertising to mobile devices cost drastically less than desktop.

Taking this into consideration, I designed and developed the entire website with a mobile focus. Product pages were revamped to keep the add to cart section above the fold on mobile, the cart loaded in under 1 second, the checkout process was simplified and enhanced solely for iPhone users.

The world is quickly becoming mobile-forward, I planned for this from the beginning and the results proved worthy.

Constant tweaks, optimizations, and line by line code audits were done on a regular basis, ensuring speediness that a luxury customer would expect, around the world.

Product Photography

Luxury brands are always on the cutting edge of product media, so the products had to be re-photographed professionally. I shot the products in-house with a custom lighting setup and a Canon 5d Mark III and primarily a 100mm f/2.8L, the high gloss finish and obvious carbon fiber weave proved to be a little tricky, but the end result was beautiful, showing the intricacies of the carbon fiber weave and finish differences.

All product photos were enhanced in post with Lightroom and processed through Photoshop for print, website and primarily marketing use.

Multi-Channel Internet Marketing Matrix

A beautiful and highly converting website is nothing without visitors. I hand-crafted a multi-channel internet marketing strategy and implemented it in mere months. Collectively bringing in hundreds more than half a million dollars in under 18 months, it worked.

Not just a buzz-word:

Simply visiting the site, customers were tracked with Facebook, Google, and Remarketing pixels, allowing me to bring them back to the website in 7 marketing channels for incredible CPC.

When a customer completed an order, they were added to email automation to follow up to ask for a review, user-generated content, and to check out new products, and marketed to for newly released products across social and display networks.

Custom audiences were built to target high income, luxury purchasers, with a lean towards automotive sport and hobby. These were marketed to across all channels and generated data points used to maximize potential future campaigns.

When a customer submitted their email in a popup, form, or checkout, they were defined in Facebook/Instagram audiences, added to the Newsletter, and defined as potential customers.

Everything connected, producing massive ROI with low overhead, see the channels below.

Social Media Marketing

Ultimately becoming the most impactful marketing platform, using instagram and Facebook advertisements I brought thousands of paying customers to the website from all over the world, and held onto them with remarketing pixels, newsletter opt-ins, follow-up emails. Daily and weekly revisions to audiences for social ad campaigns meant incredibly low CPC and customer acquisition cost for long term, not just for a weekend promotion.

carbontrimsolutions-instagram

Instagram Advertising

Creating a prolific brand on Instagram is much harder than following, unfollowing, and liking relevant content. I utilized Instagram marketing from the day it became public, and quickly positioned Carbon Trim Solutions as the frontrunner in the automotive inspired luxury niche, and generated tens of thousands in revenue per month.

Using a variety of campaign objectives, I drove sales, increased brand recognition, brought back return customers, and marketed to incredibly specific markets. Not limited to the United States, I also translated ads and successfully marketed the brand to over 11 countries.

carbon-trim-solutions-facebook-advertising

Facebook Advertising

I created hundreds of Facebook advertisements, advertised primarily in the USA but translated and broadcast in over 10 countries depending on the promotion or time of year. I monitored and optimized ads at campaign, ad set, and individual ad levels.

Using remarketing, lookalike, and incredibly highly converting custom made audiences using data sources like Acxiom, Datalogix, Quantium, thousands of dollars a month were generated by Facebook ads alone, heavily monitored for cost, results, and reach.

Facebook Desktop News Feed Advertisements

Facebook Mobile News Feed Ads

Since the primary product was the iPhone cases, a huge focus went to attracting mobile users, creating specific ads for mobile.

Mobile ads converted over 85% higher overall to their desktop counterparts.

Facebook Desktop Right Column Advertisements

Though commonly 'written off' by marketers, clean, simple, and focussed side-bar ads converted highly and were drastically cheaper than newsfeed ads.

Facebook Pixel Success

Using Facebook Pixel and market research, I was able to build custom audiences around the world, reaching gender, income, hobby, career, and luxury interest specific market segments, impressively generating tens of thousands of dollars solely off of these hand picked customers.

A huge feature of the pixel is tracking individual on-site actions, which I was able to custom tailor campaigns to those who would most likely convert, customers who added to cart but didn't checkout, and more. The more data I had (more visitors), the higher my campaigns converted. I made selling to what most consider the 1% look easy.

Search Engine Optimization & Marketing

Ranking #1 was the obvious goal, some terms took weeks, some took months, but once achieved, dominant SERP rankings brought in thousands of dollars in revenue at essentially zero cost. These visitors were also thrown into additional marketing funnels that created incredibly converting high ROI sales.

I focussed on the highest converting terms, ranking #1 for nearly every product offered for many consecutive months, this also included image searches, and also took over branded terms and short term trending topics within 'Google News'.

#1 Google Rankings:

Carbon Fiber iPhone Case
Carbon Fiber iPhone 5 Case
Carbon Fiber iPhone 6 Case
Carbon Fiber iPhone 6+ Case

#1 Branded Rankings:

Carbon Trim Cases
Carbon Trim Solutions Coupon
Carbon Trim Solutions Review
FlexCarbon

Advanced Listing Schema

Enhanced product-specific schema and meta data enhancements meant beautiful listings, complete with Ratings, Reviews, Price, and Stock Availability:

carbon-fiber-iphone-case-seoresults

"In the news" Takeover:
Highly optimized press releases provide a variety of short-term #1 rankings on massive terms, this example drove thousands of visitors in hours.

Carbon Trim Solutions "in the news" Google Search Engine Optimization Results

Email Marketing

A successful newsletter is key to any online business. I built the newsletter subscriber list from scratch, focussing on likely customers, customers who added to cart but didn't purchase, and using low CPA and broad reaching ads to get any available low hanging fruit. With subject writing, content, and graphic optimizations, the newsletter quickly became the highest ROI generating marketing technique, literally guaranteeing income with each hand-crafted email.

Average Open Rate
%
Industry Leading
%
Average Click Rate

Newsletter Statistics

Average Open Rate
%
Industry Leading
%
Average Click Rate

Newsletter Subscribers via Exit Intent

Website bounce rate is high, no matter how great a website, people leave. I implemented and optimized an exit intent pop-up method which gathered customer data (Name & Email) which was used for follow-up emails, immediate coupon blasts "Submit email for a free _____", which made even 'one page and done' visitors valuable.

Exciting Newsletter Content

Knowing how many emails our customers receive, I spent a lot of time on subject and content optimization. Subject line, content, and layout A/B tests were regularly performed. One-time use coupons (spent in minutes), relevant industry news, updates on media features, and highlighted specific brand ambassadors with short bios were just a few of my successful ideas.

Cross-Platform Marketing

I imported the subscribers into other marketing channels, used the data to build better Facebook audiences, retargeted through Google Remarketing, Facebook, and Display Networks like AdRoll. Customer email addresses were just one of many datapoints used to profile and advertise to customers.

Content Marketing

This massive influx of laser targeted visitors were thrown into my multi-channel marketing matrix, and used to drive newsletter subscriptions, retargeting pixels, custom audience refinement, and followup emails.

Yahoo! Finance

Yahoo! Finance picked up a press release I wrote and promoted featuring the availability of the iPhone 6 Cases, it placed on Google News and generated $8,500 within the first 36 hours.

DuPont Registry

Sponsored-content on DuPont Registry ran December 1st, which brought in even bigger sales days than the Yahoo! feature, continued to drive traffic months later.

Outside of the Box

Always thinking outside of the box, and knowing the customer profile of Carbon Trim Solutions (because I created it) would drastically appreciate it, I came up with exciting strategies to firmly plant the brand in high-end luxury/tech. Having both marketing and technology proficiencies allowed me to single handedly launch impressive and unique campaigns.

When traditional internet marketing isn't enough, you think about the next level.

1x1 Weave Product Release

I combined Product Photography, WooCommerce customization, MailChimp, Facebook/Instagram Advertising, Retargeting, and Influencer Marketing to successfully launch a new product line.

I created a 'VIP Only Sale', forcing customers to sign up or log in to access the pre-order page located in the 'My Account' section. Placing customers at the last stage of the funnel and converting highly, successfully launching the product line.

FlexCarbon Announcement & Launch

With over 94% of sales being iPhone cases, diversity was a must. Breaking into the luxury wallet and accessory market isn't easy.

To start, I created a "Reservation" product page to gather emails and info, and pushed Facebook/Instagram audiences focussed on high income, luxury goods owners, and automotive enthusiasts to it.

Promoting this page through email marketing, organic social, influencers, tracking through remarketing pixels, this customer info was utilized across my multi-channel marketing matrix, ultimately creating a hugely successful launch.

MASSIVE Black Friday

Black Friday is huge. I created marketing materials and campaigns for over 11 countries, with special landing pages driving newsletter subscribers and Facebook Pixel tracks weeks before Black Friday. Once the day came I managed over $10,000 in advertising in 36 hours - all positive ROI campaigns and absolutely incredibly sales figures.

It took a lot to grow a stumbling ecommerce website into a money maker, a lot more than mentioned here.

Let’s get in touch, I love building ecommerce businesses. I’m available for hire to do all of this and more for you.