How store optimization helped an accessory Brand sell $5 Million worth of earplugs in their first 8 months

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This brand was initially  introduced to the market as a Business Idea on Kickstarter - a crowdsourcing platform:
‍https://www.kickstarter.com/projects/584645150/isolate-switch-off-your-ears 

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The company develops solid titanium micro ear plugs that isolate you from noise. Launched in July 2016 and in their first 8 months, the brand hit $5 MILLION in online sales.

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An important thing that differentiates this brand from its competitors is the advancement of a very common product (earplugs).

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We were able to highlight the unique features and benefits that other products didn’t offer. This emotion of novelty is what we wanted the brand to display on their website.

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Having a great product is not enough. It is the offer that will really make the killer-effect.

Here’s their offer:

• 30 day money back guarantee.
• Product warranty for 12 months. 
• 10% off for the next purchase.
• Free Courier Shipping worldwide for certain products.

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It is about clearly differentiating from the traditional earplugs. It emotes and relates to the visitors’ problems and amplifies them.

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Problem → Agitation (Adding a feeling to the problem) →  Solution.

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• The product was successfully placed in a context that the targeted customers would like to indulge in.
• Images and videos support the story flow of people enjoying  the product benefits. 
• The content sets a new standard on what to expect from earplugs. The point of the display is to make it a must-have product.

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Google Analytics data accuracy need to be assured 

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Conversion per browsers 

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Conversion per devices are not optimal 

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Conversions per Countries varies. Some countries are clearly underperforming.

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• A geo targeted message informing them of the shipping to their country. This could for example be placed on top of every page in with information bar.
• Enable Demographics and Interest Reports.
  Main benefits: better segmentation and remarketing opportunities. Learn more about the buyers and segments that are converting well. This way you can allocate your ads budgeting better as well.
• Configure goals for the funnel visualization and goal flow report.

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Findings 1: 4% of people are clicking the products on the header to view more.

Delete unnecessary elements. For example: ‘Free shipping worldwide on all orders over €43.53 EUR.’ text 

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Findings 2: A lot of people are clicking on the FAQ page.

Information should be added: for example: Shipping times and costs.

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Findings 3: The buyers show interest to product size.

The linking between isolate and isolate mini needs to work well. 

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Findings 4 (mobile): People are tapping on the cart button when they are on the cart page.
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Perhaps, people are looking to go back and close the cart. This is a tradeoff from having people guided to the cart directly, however in this case this still makes sense.

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Result 1: Initial success and cash flow enabled the focus on new products. 

The business has rapidly expanded with an entire product line with different functions.

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Result 2: The company sold over 200,000 of its ISOLATE® ear protectors in 2016, has raised over £2 million via crowdfunding, and has grown its workforce from six employees to 27 after five years.

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Result 3: Total estimated uplift from store optimization efforts: 18% - Yearly 1´080´000 pounds. (With 6 million pounds of revenue in 2017).

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