Welcome to the Case Studies section of Nafford Junction, where we delve into transformative projects led by James Walters. Each case study showcases our strategic approach to marketing and business development across various sectors, reflecting our commitment to positive social and environmental impact. In this case study, we explore our work with AV Edge during the first three months of our partnership, focusing on the quick wins that laid the foundation for their growth.
About AV Edge and the Launch Plan
AV Edge is a startup with a proven product but a newly established brand. As part of our initial three-month engagement, our goal was to implement quick wins that would immediately enhance their digital presence, increase sales, and improve overall brand performance. Our strategic approach involved a combination of website optimisation, email deliverability improvements, new marketing initiatives, and platform expansions.
Our work with AV Edge exemplifies how targeted efforts can generate returns, even in a short timeframe. Here’s how we achieved impactful results for AV Edge in just three months.
Quick Wins Identified in the First Three Months
1. Improving Email Deliverability
One of the first areas we identified for improvement was AV Edge’s email deliverability (this was off the back of our mystery shopper activity when we were getting to know the business before we started working together). We discovered that the domain and the email tools (Google Workspace and Klaviyo) were not passing crucial DMARC, SPF, and DKIM checks, which are essential for ensuring emails reach their intended recipients. These checks have become increasingly important as email service providers like Gmail and Yahoo tighten their anti-spam measures.
Our Approach: Working with our IT partner, we updated the email systems to comply with these protocols. As a result, AV Edge saw their email deliverability and open rates soar from around 30% to 60%. This quick fix doubled the number of people opening their weekly marketing emails, making a significant impact on their marketing efforts.
Impact: With over 12,000 subscribers receiving these emails, the immediate increase in open rates meant that AV Edge was able to reach more potential customers with minimal additional effort, instantly improving the return on their existing marketing activities.
2. Website Optimisation
As a new brand, AV Edge had launched their Shopify website just a few months before our partnership. We identified several opportunities for quick wins that would enhance user experience, improve conversion rates, and optimise the customer journey.
Our Approach: We applied best practices to improve navigation by updating the header and footer, redesigned the product pages with clearer descriptions of product benefits, technology, FAQs, and introduced wristband comparison charts to help customers make informed decisions. We also focused on on-site SEO to drive more traffic from search engines and improve website load speed.
Agile Implementation: Instead of treating this as a large, single project, we adopted an agile approach, breaking down the updates into smaller tasks. Our web developer, Livan, tackled each task sequentially, allowing us to make live improvements quickly and keep the project moving forward.
Impact: This ongoing approach is allowing AV Edge to see incremental improvements over time, contributing to increased engagement and sales as each enhancement was made live.
3. Google Shopping Integration
Recognising the potential for increased visibility, we quickly set up Google Shopping through Shopify’s integration with Google Merchant Centre. This allowed AV Edge’s products to appear in Google Shopping results, giving them additional exposure.
Our Approach: The setup process was streamlined thanks to Shopify’s built-in capabilities. It’s then a case of switching to ongoing optimisation, including regularly updating product information to comply with Google Merchant Centre’s guidelines.
Impact: The inclusion of AV Edge’s products in Google Shopping significantly increased their visibility in search results, attracting new customers and providing an additional revenue stream.
4. Launching a Loyalty Programme with Smile.io
To boost customer retention and engagement, we implemented a loyalty programme using Smile.io, a platform that integrates seamlessly with Shopify.
Our Approach: Smile was quick to set up and launch a basic loyalty programme, encouraging customers to sign up and earn points for purchases, referrals, and other actions.
Impact: The loyalty programme was well-received, with customers signing up immediately. This not only increased repeat purchases but also fostered a sense of community around the AV Edge brand.
5. Amazon Product Listing Optimisation
As part of our website optimisation efforts, we also prepared AV Edge’s products for sale on Amazon—a new channel that will significantly expand their reach.
Our Approach: We leveraged the updated product descriptions and images from the website updates for Amazon listings. Our graphic designer, Victoria, created bespoke Amazon product listing images and A+ content to optimise the product pages on Amazon. We collaborated with an additional partner to handle the technical setup, ensuring compliance with Amazon’s complex listing requirements.
Impact: The strategic expansion into Amazon is a crucial step in AV Edge’s growth journey. Though the full setup will take longer than the initial three months, the groundwork laid during this period will ensure a smooth launch and ongoing optimisation.
Team and Budget
Who Was Involved?
- James Walters: Strategy, planning, account management, reporting, review, and improvement.
- Livan: Web development, website optimisation, and on-site SEO.
- Victoria: Graphic design, Amazon listing image creation, and A+ content design.
Budget
This work was included within AV Edge’s subscription to our services (which started with the 3-month Launch Plan following by our Ongoing Partnership monthly subscription):
- £1.5k/month Launch Plan/Ongoing Partnership Subscription: Covers strategy and planning, with James acting as the outsourced Head of Brand and Community.
- £1.5k/month Marketing and Sales Add-On: Covers web development and graphic design.
Create Your Own Success Story
Our work with AV Edge demonstrates the power of quick wins and a strategic approach to marketing. By focusing on high-impact areas, we were able to show value and results in just a short period. This case study highlights the importance of agility, collaboration, and continuous improvement in achieving meaningful outcomes.
Feeling inspired by our stories of impact and want to create your own? Schedule Your Connect Call Now to see how we can collaborate to make a meaningful difference together.