Fitlion
At A Glance
32.2%
3x
298%
Backstory
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
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
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
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
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%.
Our Approach
When Collectius came to us with significant gaps in their SEO expertise and online visibility, we tailored a comprehensive approach that was designed to overhaul their digital presence and drive measurable improvements. Here's how we proceeded:
- SEO Audit: An on-page and off-page SEO audit was conducted to identify areas for improvement
- Google Search Console Installation: Google Search Console was installed on the Collectius website to monitor and track their analytics
- Digital Content Strategy: We produced a digital content strategy pack to help Collectius enhance their SEO goals
- Backlink Acquisition: Backlinks were purchased to improve Collectius' domain ranking Keyword Research: Extensive keyword research was performed to align content and SEO strategies with relevant search trends
Comprehensive SEO Audit
We initiated our process by conducting a detailed SEO audit for Collectius. This audit was crucial in pinpointing several critical areas where the company was underperforming.
Key issues we found included suboptimal keyword utilisation, missing meta descriptions, and poorly optimised content that wasn't fully aligned with target search queries.
Having identified areas for improvement, the Brew team worked with Collectius’ web development team to implement these fixes.
Following the initial SEO audit, we conducted a focused technical SEO audit for Collectius. A technical SEO audit is a thorough examination of a website’s technical infrastructure as it relates to its visibility and performance in search engines.
It evaluates several key elements, including site architecture, page speed, mobile-friendliness, indexing, crawlability, security, and use of technologies that may impact search engine access and efficiency.
This was a critical step to ensuring that the website’s infrastructure met modern search engine standards, which is pivotal for improving search rankings and user experience. Our audit revealed several key technical issues that needed immediate attention:
Slow Loading Speeds: We identified that the Collectius website had slower than optimal loading times. Slow speeds can significantly affect user experience and negatively impact search engine rankings. To address this, we optimised image sizes, minimised the use of blocking JavaScript, and implemented more efficient caching policies to enhance page load performance.
The Lack of a Sitemap: The absence of a sitemap was another critical gap. Sitemaps are essential as they help search engines more intelligently crawl the site and understand its structure. We created and submitted a comprehensive sitemap to Google, which facilitated better indexing of the website’s pages.
Mobile Optimization: Our audit also found that Collectius’ website was not optimised for mobile users. The Brew team provided detailed guidance to Collectius' web development team on best practices for mobile optimization going forward. This included advice on implementing accelerated mobile pages (AMP), optimising button sizes and touch targets, and ensuring text readability without requiring zoom.
Tracking & Monitoring of Collectius’ Web Performance
To better monitor and track the effectiveness of our strategies, we installed Google Search Console (GSC) on Collectius’ website. GSC allows us to gain valuable insights into the site's traffic, search performance, and any crawling errors, thereby enabling us to make data-driven decisions.
With data from GSC, we can identify which pages are performing well and which might require further optimization. This helps us refine SEO strategies and target specific issues with precision.
Digital Content Strategy
Recognizing the importance of content in SEO success, we crafted a comprehensive digital content strategy pack specifically tailored to Collectius' needs.
This strategy involved developing four customer personas and two end-user personas, representing the diverse segments of Collectius' audience. These personas helped us understand the distinct needs, behaviours, and preferences of different user types that interact with Collectius' services.
From this foundation, we were able to pinpoint the types of content and topics that would resonate most strongly with each persona. Leveraging these insights, we developed a series of SEO-optimised articles.
Each article was carefully written by our copywriter who made sure that keywords used were relevant with Collectius’ offerings and aligned with the interests of potential clients.
Taking this approach allowed us to attract more organic traffic to their site and significantly enhance visibility for these targeted search terms.
Backlink Acquisition
To strengthen Collectius’ domain authority and improve their search engine ranking, we strategically acquired high-quality backlinks. This effort was aimed at boosting their profile against competitors and increasing the trustworthiness of their site in the eyes of search engines.
Through our targeted backlink acquisition efforts, we gradually improved the organic traffic to Collectius' site.
As their domain authority increased, so did their visibility in search engine results, leading to more visitors naturally finding their way to the website without the need for paid advertising.
This steady increase in organic traffic not only enhanced their online presence but also contributed to higher engagement and conversion rates.
Outstanding SEO Results for Collectius
Our comprehensive SEO strategy delivered impressive results for Collectius, significantly enhancing their online visibility and search engine performance. Here are some of the key achievements:
Significant Traffic Growth
Over a period of six months, we achieved more than a 60% increase in organic traffic to Collectius' website. This surge in visitors was a direct result of our focused improvements in SEO practices and content strategies.
Expanded Keyword Reach
There was over a 70% increase in the number of organic keywords that Collectius ranks for on Google. This expansion in keyword coverage helped broaden their visibility and reach a wider audience interested in debt collection and financial services.
Top Rankings in Local Searches
Collectius' website achieved first-page rankings on Google's Search Engine Results Pages (SERPs) for targeted searches in Singapore and Malaysia. Ranking on the first page for relevant searches significantly boosted their brand's visibility and accessibility in these key markets.
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