Solving Conversion Issues for Richard Clarkson Studio
Richard Clarkson Studio is a Brooklyn based art and design laboratory that creates lighting objects, products and installations that are, minimal in style, honest in material, elegant in simplicity and sculptural to the core. Best known for creating the original “Cloud Lampshade”, this Brooklyn-Based studio has expanded its offering beyond Clouds to create lighting installations for both the residential & commercial markets.
Services:
Brand Strategy
Digital Ads & Email Marketing
Conversion Rate Optimization
The Project:
During the last few years, Richard Clarkson Studio expanded to include new product & service offerings & it needed to reflect this change through its messaging. In addition, the studio’s website was also receiving more traffic yet conversion rates were not rising with the increased number of users & many were failing to check out after adding items to the cart.
Email Marketing:
In order to help capture some of the lost sales from customers who were adding to cart but not completing their orders, we created a series of automated email flows to help better guide the customer journey from the interest stage all the way to purchasing.
Returns You Can Measure.
+132% Sales
Increase in Black Friday Sales revenue YoY through development of Marketing Campaigns & Abandoned Cart Automated Flows.
6.18 RoAS
Strong return on Ad spend through a multi-faceted Google, Facebook & Klaviyo Strategy.
18%+ Revenue
18% of all revenue came from Email Marketing campaigns & automated flows.
The Solution:
After a thorough audit process, we worked closely with the client’s web development team and provided guidance on how to maximize conversions with their design. One of the major challenges was being able to cater to the studios different buyer personas; both B2B - architects, interior designers. developers - & B2C as well as speaking to the products’ different selling points, features & specifications. After doing a deep dive on the company’s product & services offerings, we were able to help optimize the buying process for both audiences.
After the site was complete, we implemented a multi-faceted marketing strategy. This proved to be an additional challenge as the studio’s high-ticket, highly customizable items required a longer, more complex sales cycle than traditional luxury goods. We determined that a mixture of Facebook & Google Ads paired with email campaigns & automated flows was the best strategy to ensure each customer’s needs were being adequately addressed in order to complete the sale.