Bern Helmets: DTC Digital Marketing
**THE CHALLENGE** Despite the global pandemic in 2020, Bern Helmets experienced some positive outcomes. With many physical retailers shut down due to lockdown measures, consumers eager to buy Bern's innovative low-profile helmets turned to the company's e-commerce website, leading to a surge in online sales. However, despite this rapid growth, Bern's e-commerce operations remained unprofitable and required optimization.
**OUR STRATEGY** Establish a Top-Tier Direct-to-Consumer Marketing Operation. Upon taking over, we found Bern's DTC situation to be unsustainable. The brand had a minimal organic search presence, a conversion rate below industry norms, low average order value (AOV), and an excessively high monthly advertising spend and cost per conversion.
**Our Approach:**
- Conduct a Thorough Audit and Analysis: To gain insights into all influencing elements.
- Implement Major Changes to Bern's E-Commerce Site: To minimize friction, enhance core web vitals, and improve content across the site.
- Revamp the Purchase Process: To increase conversion rates and AOV, we redesigned the e-commerce workflow to enhance visibility and accessibility to key products, upgrades, and accessories, while also eliminating barriers to conversion.
- Enhance Marketing Funnel Efficiency: To decrease monthly advertising costs and the cost per conversion, we introduced sophisticated re-marketing strategies. This led to a substantial 70% reduction in social media advertising spend, with no decline in total conversions generated by social ads.
- Launch a Tailored SEO Campaign: We initiated a custom SEO strategy to further reduce revenue costs and boost profit margins.
- Phase Out Unprofitable Promotions: We identified and discontinued outdated promotions that were no longer financially viable for the business.
**THE RESULTS:** Transformational
In the first year, our digital marketing initiative achieved:
- A 54% improvement in DTC profit margins
- A 33%+ increase in AOV
- A 190% boost in SEO sales revenue
- A 400% rise in brand visibility on search engines
- A 98% increase in owned keywords