• Grew average order value (AOV) YoY +22% and conversion rate by +15% from launching a new website design plus designing and rolling out new product features like cart upsell, variant chooser for bundles and product page upsell.
  • Achieved +83% YoY revenue growth (above industry average +30%) while achieving positive gross profit and positive contribution margin through a mix of UX/UI + conversion rate optimization, and earned and paid marketing strategies.


The Challenge

Andrea joined Fellow as the Director of DTC eCommerce - a Series B, coffee gear startup in San Francisco. She led the eCommerce B2C business, responsible for the P&L, eCommerce marketing and website product roadmap.


When she joined, the team has experienced some success with the first year of the pandemic, due to people investing in their home coffee brew bar. The challenges she faced were: there was no eCommerce team, no growth strategy, limited resources and budget, few business processes + low cross-team cohesion.


The Process

  • Full discovery involving analytics deep-dive, audit of business and customer pain points, identification of growth sources and new opportunities, customer diary studies and customer journey mapping, x-team collaborative planning and strategy and buy in, alignment to goals , execution, testing and measurement with efficient communication throughout the process.


  • Full management of the customer funnel from awareness to repeat purchase (acquisition and retention), using paid marketing, owned traffic sources and marketing, and direct mail to drive conversion, profitable ROAS and AOV growth. 


  • Oversight of design and implementation of a website redesign, which in Q4 2021, grew AOV YoY +22% with conscious upsell, cross-sell, solution based bundle, and tiered promotion strategies. Overall in 2021, she grew AOV +17%. These new features were the result of her 8 years+ experience directing designers and 2 years+ working with Shopify Plus. 


  • At Fellow, she also had responsibility for 9 months included overseeing Fellow’s Amazon marketplace business (Seller central, FBA) where she led her team’s efforts to improve Amazon ASIN listing rankings (Amazon SEO), product conversion (from 5.5-6% to 7%+) and acquisition marketing to achieve YoY +80% growth.

The Solution

  • Grew average order value (AOV) YoY +22% and conversion rate by +15% from launching a new website design plus designing and rolling out new product features like cart upsell, variant chooser for bundles and product page upsell.
  • Achieved +83% YoY revenue growth (above industry average +30%) while achieving positive gross profit and positive contribution margin through a mix of UX/UI + conversion rate optimization, and earned and paid marketing strategies.


Skills Used

Web Development,Web Development,Content Marketing,Marketing Strategy,Paid Ads,Paid Ads,Google Shopping,CRO,Email Marketing,Marketing Strategy,Paid Ads

Industry

Home & Garden

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