Client
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Design
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Developement
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Strategy
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GTM
A heritage mountain bike and motorcross apparel and gear company.
Replatforming and scaling a wholesale heavy business with large traditional distribution into e-commerce expansion and growth globally.
About the project
A migration from an enterprise system to the ubiquitous Shopify e-commerce platform and global expansion, along with optimization of key channels.
Launching a new website in the EU, re-platforming from NetSuite to Shopify was a foundational initiative to capture DTC demand in Europe and improve overall customer experience resulting in an increase in conversion rate and LTV. This business evolution allowed for Troy Lee Designs to be well positioned to capitalize on increased demand from the pandemic. Additionally optimizing key channels such as paid ad campaigns, email marketing, affiliates and influencers allowed Troy Lee Designs to capitalize on up to 200% growth YoY.
Improving merchandising on the site and integrating tools such as Search Spring, and updating the user experience dramatically increased conversion rate. Updating email outreach and automations with Klaviyo, integrating SMS messages also greatly contributed to engagement and revenue increases. All efforts in concert contributed to a symphony of improved results with meaningful growth in the business and exceeding sales goals set by leadership.
Summary
Keyword and SEO - Researched relevant keywords for content prioritization and implemented on and off page SEO updates.
Global Calendar - Developed a global communications calendar aligning product pushes and messaging. Coordinated and consolidated communications.
Process Implementation - Implemented processes to include reporting, regular communication meetings for consensus and leveraged tools such as: Asana, Project Briefs, Slack, Google Suite
Project Management - Agile Project Management approach to drive functions
Paid Advertising - Segmented campaigns with purchase funnels, re-targeting and A/B Testing decreasing CAC while increasing traffic and channel contribution.
Email and CRM - Klaviyo expansion with increase in the segmented campaigns and automation as well as SMS integration. Improved creative testing and implemented a loyalty program improving LTV.
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