Fitlion

Client Story

At A Glance

32.2%

Overall monthly revenue increased by 32.3%

3x

Average daily member growth increased by 3X

298%

Return on ad spend increased by 298%

Backstory

Founded in 2007, Fitlion is a Singapore-based leading online retailer and distributor of sports nutrition products and accessories. The company is 100% owned and homegrown by Singaporeans and have expanded their presence to Malaysia, Myanmar, and some other regional markets as well.

In Singapore and Malaysia, they are the official distributors for many renowned brands in health and fitness such as Optimum Nutrition, Mutant and Grenade, Ronnie Coleman Signature Series, and BSN. Over the years, they have expanded their portfolio of categories to become a one-stop-shop for high-quality and authentic products, services, and resources related to fitness, health, beauty, and wellness.

Backstory

Founded in 2007, Fitlion is a Singapore-based leading online retailer and distributor of sports nutrition products and accessories. The company is 100% owned and homegrown by Singaporeans and have expanded their presence to Malaysia, Myanmar, and some other regional markets as well.

In Singapore and Malaysia, they are the official distributors for many renowned brands in health and fitness such as Optimum Nutrition, Mutant and Grenade, Ronnie Coleman Signature Series, and BSN. Over the years, they have expanded their portfolio of categories to become a one-stop-shop for high-quality and authentic products, services, and resources related to fitness, health, beauty, and wellness.

Challenge

Challenge

Ecommerce businesses such as Fitlion are mostly subscription-based, whereby customers are likely to require refills of the products they’ve purchased at regular intervals. In such cases, the valuation of an ecommerce company can’t be determined by their revenue alone. It needs to also take into account the number of people who have registered to their service.

So, one of Fitlion’s main goals was to drive more member sign-ups and sales for both their Singapore and Malaysia stores. However, in a competitive e-commerce landscape, this is much easier said than done.

Fitlion realized that they needed to think outside the box and re-evaluate their complete marketing strategy if they were to grow and be profitable. They needed a new set of eyes to analyze and revamp their business and marketing strategies – someone who had the technical know-how and a proven track record of successfully getting it done.

Also, the Fitlion website had been created using a custom-built ecommerce platform. And they had purchased HubSpot as their marketing automation tool. HubSpot was the obvious choice due to the ease-of-use and flexibility it offers in tracking leads, managing customer data, and measuring the impact of marketing campaigns.

However, they needed a custom integration of their website with the HubSpot platform. Since they didn’t have the expertise to accomplish this in-house, they needed an experienced partner to help them.

That’s when they reached out to us at Brew.

Solution

Needless to say, when we stepped into the picture, our task was cut out for us. We needed a comprehensive analysis of their current business strategies and processes in order to uncover potential bottlenecks, resolve them and streamline the processes further.

Our team analyzed everything in excruciating detail – from their customer lifecycle stages to their customer interests and behavior over time, from their existing promotional strategies to the user experience their website provided. We realized that a number of things needed to be improved upon.

Based on our research, we came up with a 6-pronged strategy to revamp Fitlion’s marketing strategy with a focus towards boosting member sign-ups and sales:

1. Improve the User Experience

The very first objective for us was to improve the user experience on Fitlion’s website. For this, we needed to know what their visitors were really doing on their website. In our experience, traffic numbers hardly tell the whole story, so we installed Hotjar to analyze their heatmaps. Once we identified them, we worked towards improving the layout and optimizing those pages to make them more user-friendly.

The old website had multiple design flaws as can be seen above. The CTA buttons (“Add to Cart”) would only appear if a visitor hovers over a certain product, which certainly wasn’t intuitive or user-friendly. Product descriptions were too wordy and not engaging enough, star-ratings of products couldn’t be viewed easily, and sorting capabilities were quite limited. The search bar didn’t have a prominent placement either.

The new design had a much better layout, was intuitive, engaging, and much more user-friendly. We added CTA buttons and star-ratings on all products, included a number of new filters for sorting products, and replaced wordy descriptions with a concise, keyword-optimized one against an attractive background image. We also made the search bar more prominent and placed it centrally.

2. Segment Customers and Build Custom HubSpot Workflows

The key to making an e-commerce business profitable is to send the right offers to the right people at the right times. And to make sure that these offers/content are relevant to customers, e-commerce businesses need to be well aware of their customers’ interests based on their past purchases and browsing patterns on their site.

So, we built custom workflows in HubSpot to help us segment Fitlions customers based on their interests and behavior.

For example, we created a workflow that if someone visits certain pages at least 3 times, they’re likely to be interested in the category “Health Supplements.”

The same logic can be applied to past purchase behavior as well. For example, a customer who has mostly purchased Whey Protein in the past is likely to be interested in promotional offers around the same product.

3. Run Targeted Electronic Direct Mail Campaigns

We conducted a lot of internal data crunching and A/B testing to figure out the right offers for email campaigns and targeted them properly. Here are a few examples of the targeted email campaigns we set up based on our segmentation of Fitlion’s customers and website visitors:

Sending special offers and emails on customers’ birthdays are a great way to make them feel valued and boost loyalty. So, we set up custom workflows in HubSpot that would trigger birthday emails such as the one above during a customer’s birth month.

In our experience, emails that include pop culture references perform well. So, we created the above campaign as a homage to the popular sitcom Brooklyn Nine-Nine to highlight some of Fitlion’s current offers and to drive traffic to their social media accounts.

4. Set Up Lead Scores in HubSpot

We also set up lead scores in HubSpot based on the number of times a visitor comes back to the Fitlion site. The greater the number of visits, the higher their lead score. This would help us identify the customers whom we could aggressively market to (assuming that their interest level in Fitlion’s products is quite high based on their browsing patterns).

5. Create Smart Popups

Since one of our main goals was to increase member sign-ups for Fitlion, we thought of leveraging smart popups on their website. All they would do is draw a user’s attention to the cashback and other benefits they would get if they signed up by entering their email address.

Popups such as the ones above were extremely effective at driving sign-ups since they’re attractive, engaging, and have very little text that does a great job of conveying the
value proposition.

6. Run Effective Ads

Finally, we ran a number of ad campaigns on Facebook which were targeted to reach the right people and included relevant messages for them. Here are a few such examples:

We created interesting and engaging ad captions that helped to communicate the value proposition of Fitlion’s products very easily and effectively, making these campaigns immensely successful.

Results

As a result of our efforts, Fitlion was able to increase the number of member sign-ups drastically, which resulted in greater sales. As an added bonus, the return on their ad spend also improved greatly.

Our efforts helped to grow their overall monthly revenue by 32.3%.
The average number of daily member sign-ups increased by 3X.
In addition, we helped them increase their return on ad spend by 298%.

Want similar results?
Get in touch to see how we can help.

BREW INTERACTIVE

Digital Marketing Agency in Singapore

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111 North Bridge Road, #08-19, Singapore 179098 info@brewinteractive.com

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