WE TRANSFORMED THEIR ONLINE PRESENCE, INCLUDING THEIR WEBSITE AND SOCIAL MEDIA, ALSO IN THE LAUNCH OF THEIR NEW BRAND SAKE BABY!
Crafted in Japan, HEAVENSAKE is an award winning creation by French Wine Master REGIS CAMUS in collaboration with Japan’s most respected sake breweries.
Their common ambition, was to create the smoothest Sake in Japan.
After auditing the website, we noticed that most of the traffic is from Mobile, but mobile speed was not optimal. This would mostly impact first time visitors. Further analysis showed that even though HEAVENSAKE products are in a high price range, 50% of the transactions are from first time visitors, which means that our products can be an impulse purchase. However, first time visitors had a much lower conversion rate than the return visitors.
Consequently, we divided the transactions into two groups:
First time visitors (impulse purchase)
We optimized the website speed on Mobile and adjusted the website UX/UI so the discovery and checkout can be smoother. We also set up a pop up on the homepage to collect email addresses with a 10% discount incentive and automatically put them on welcome series emails.
We optimized the retargeting ads and set up automated email series as well as monthly campaigns to educate and incentivise them to buy more.
We divided the target audience into three main categories:
A- Those who don’t have any specific interest/knowledge in the category (Sake) and also don’t know the brand (HEAVENSAKE)
B- Those who have interest/knowledge in the category (Sake), but don’t know the brand (HEAVENSAKE)
C- Those who know the brand (HEAVENSAKE) brand so most probably have interest/knowledge in the category (Sake)
With various test we notice that:
Are mostly wine/champagne drinkers so for the Ads we showed them the products with long educational captions about Sake features/benefits and how it can be an alternative to wine/champagne
Already knows the info we provided for category A, so we attracted them with information about the collaboration between Regis Camus (champagne Master) and best Sake breweries in Japan such as Dassai to create a unique blend of Franco-Japanese Sake
They best responded to Ads where we show and talk about the prestigious Awards we won such as back to back “Best Sake” title winner at San Francisco IWC in 2019 & 2020
These tests and categories, improved the Ads performances and at the same time improved the website traffic
Not everyone knows much about Sake and that makes it an intimidating category.
How can we educate the potential customers, bring in more quality traffic to the website and increase Return on
Ad Spend (ROAS)?
Conversion rate on the website is low. Sake is a fast growing category, yet not in every store, so the importance of E-Com to create availability nationwide is critical. How can we improve the conversion rate on the website and consequently increase sales?