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Footwear Startup: E-Commerce GTM Strategy & Product Development

Our client, 21-year old newly entrepreneur, sought our expertise in scaling a reputable B2C brand, whereby apparel enthusiasts can secure the latest footwear, clothing, and accessories that aligns with the aesthetic of notable celebrities and influencers. With a a desire for a seamless customer experience across 48 U.S. states and selective international destinations, our goal was to launch a scalable e-commerce operation that excels in customer experience, product quality, and marketing.

Urban Footwear

Key areas we addressed

Organic and paid marketing strategies that can deliver above-market ROAS. Key marketing & trendy product tactics that appeal to millenials and GenZ.

Customer acquisition strategies supplemental to an e-commerce operations that can streamline new customers into the funnel and revitalize retention & repeat purchase rate

Key people, processes, technologies, and business functions needed for launch and ongoing support.

The application of industry-standard SEO methodologies and best practices to build a shopping experience similar to other reputable brands eg. Nike, Gucci etc.

Our Strategy & Execution

01

WordPress with Woo-commerce Implementation

WordPress was leveraged for its built-in web development capabilities with customization that is critical to our client's product and customer acquisition strategy. We leveraged built-in functionalities and plugins that aligned with the desired UX experience needed. We installed gateways for payment integration, customized themes across all product and category pages, and created SOPs that will streamline our client's product optimization needs.  Footwear is a commodity where sale conversions are influenced by style, creativity and visual appeal; the site was created to reflect these USPs.  

02

High-Quality UX/UI with SEO Implementation

  • Our UX/UI strategy was driven by our clients desire to quickly scale as a reputable brand and creatively appeal to their target audience. Our SEO implementation strategy was driven by our client's goal to organically grow and improve discoverability on Google without the use of shopping and TROAS campaigns.  With the intention of acquiring up to 90% of customers via social media and  up to 10% via search, we implemented the following strategies:

    • A 4-step guide on their homepage that clearly outlines the "ordering and checkout" processes for first time visitors.

    • Very well-defined menu and category pages with SEO keywords & descriptions that will accelerate discoverability for their intended target audience. 

    • Full-fledged customization of all URLs, backlinks, and naming conventions to maximize product visibility and ranking.

    • The optimization their Google Search Console to verify site properties and index of all web pages in scope. 

    • The optimization of their Google Merchant Center to strategically customize product listings on Google for brand visibility and future ad campaigns. 

03

Operational Support & Data Analytics

  • Given that this was our client's first entrepreneurial endeavor with an e-commerce site implementation, ongoing support and data analytics was needed in the form of:

    • Ad hoc pricing strategy support that maximize profitability with ongoing market fluctuations

    • Data analytics to understand financial performance and KPIs

    • Implementation of discount strategies for special occasions and holidays with KPI for success

    • Regular maintenance of Wordpress and Google accounts

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