A Marketer, Strategist, and Creative.
Clicks to Conversions: How Digital Optimization Boosted Ecommerce Sales by 18% YoY
Company: Andre Assous-a Spanish shoe brand that originated the Espadrille
The Problem
With over 40 years of history and tradition, Andre Assous was struggling to drive sales through its e-commerce store and facing challenges staying relevant to the modern consumer. Competing with discount brands and more affordable alternatives, many customers questioned the value of paying over a $100 for a pair of Andre Assous sandals.
Digital Gaps
Website
The e-commerce layout was outdated and not mobile-friendly, which complicated the overall shopping experience.
Social Media
The photography and content lacked the premium quality needed to align with the brand's high-end image.
Emails
Emails lacked automation, scheduling cadence, creativity, and segmentation making this vital and affordable channel a missed opportunity.
Photography
Photography was limited so the same photos were reused for months at a time resulting in creative fatigue.
Aligning Company Values
The most significant disconnect stemmed from the lack of information about the company's values. Andre Assous was not leveraging its unique value propositions to drive growth and engage new customers. Customers were unaware this was the original espadrille, handcrafted in Spain using the same techniques for over 40 years.
To begin, the client and I aligned on the company values: quality, tradition, and comfort. From there, I created a "Story" landing page dedicated to the espadrille's origin and the techniques that went into making each pair by hand.
The Digital Optimizations
Website
To enhance the user experience, I collaborated with the internal UX designer to modernize the website, creating a sleek, user-friendly layout optimized for both desktop and mobile.
After the redesign, I partnered with the design team to regularly update the homepage with fresh content and create seasonal landing pages, including gift guides, lookbooks, and new product releases.
Lastly, I added new features to the site such as a newsletter sign-up, promotional pop-up, exit intent pop-up, and announcement bar to highlight promotions and 'Free Shipping.'
Result: Website visitors increased 61% year-over-year (YOY) with 51% (+24% YoY) being mobile visitors.
Social Media
The primary channels that resonated with Andre Assous' target audience were Facebook and Instagram. To align with the brand’s values and elevate its appeal, I introduced high-quality visual content, including lifestyle photography and engaging videos. Additionally, I collaborated with influencers to create promotional materials that expanded reach and amplified brand visibility.
Result: Traffic from Facebook and Instagram increased 53% YoY and 45% YoY, respectively.
Emails
Created a monthly email calendar, incorporating on average 3 emails per week.
Introduced automated emails:
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3-part Welcome series across 2 weeks, introducing newcomers to the brand.
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Abandoned Cart emails to drive customers back to the website to finish their purchase. Created a promotion to help solidify the purchase.
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Anniversary and birthday promotions to celebrate key milestones.
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Two-part win-back series targeting customers that have not purchased an item in over 6 months.
Tested audience segmentation including:
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VIP customers, identified as top spenders, were rewarded with early access to sales.
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Customers with low LTV were sent brief surveys asking for feedback in exchange for a gift card.
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Geographical segmentation was used to personalize content (i.e. states that experience warmer weather in the winter wouldn't receive emails about boots.)
Result: ROI increased 230% YoY, while clicks increased 77% and open rate increased 61%.
Photography
Directed creative strategy for lifestyle and product photography, collaborating with photographers, creative teams, and clients to produce compelling content for e-commerce and in-store use. By organizing quarterly photoshoots and biannual lookbooks, I minimized creative fatigue and ensured a diverse content library that could be leveraged across emails, social media, and the website. By maintaining a consistent pipeline of high-quality lifestyle and product photography, we reinforced brand identity and values, creating a cohesive and memorable experience.
