Project Info
Client: mokee.eu
Industry: E-commerce | Baby & Nursery Products
Target Markets: United Kingdom & European Union
Goal: Optimize digital marketing performance, scale revenue, and improve cost efficiency through strategic online growth.
Date: 2018 – 2019
Objective
Redefine Mokee’s digital marketing strategy by leveraging data-driven optimizations, email marketing automation, and performance-based advertising. The goal was to increase online revenue, improve conversion rates, and enhance operational efficiency, leading to a stronger market position and eventual acquisition.
During my time at Mokee, I played a pivotal role in revamping the brand’s online marketing strategy, achieving a 30% reduction in customer acquisition cost (CPA) and a 20% revenue uplift through targeted campaigns, optimized sales funnels, and automated marketing processes.
Challenge
Before implementing a new strategy, Mokee faced key challenges:
- High Customer Acquisition Costs (CPA): The existing ad strategy lacked precision, leading to inefficient spend and low returns.
- Limited Marketing Automation: Sales funnels and email workflows were underdeveloped, missing opportunities for engagement and retention.
- Operational Inefficiencies: The lack of streamlined task management systems led to bottlenecks in campaign execution and team collaboration.
- Brand Positioning Challenges: Mokee’s unique value proposition was not clearly communicated, affecting conversion rates and market differentiation.
Solution
To drive performance improvements and maximize marketing ROI, I implemented a multi-faceted digital growth strategy:
Data-Driven Marketing Optimization
- Conducted in-depth performance audits to identify weaknesses in paid campaigns and funnel leaks.
- Used iterative A/B testing to refine ad creatives, landing pages, and messaging, improving conversion rates and engagement.
- Shifted ad budget allocation towards high-performing customer segments, reducing CPA by 30%.
Email & Sales Funnel Optimization
- Built and automated email workflows (abandoned cart recovery, welcome sequences, post-purchase upsells).
- Enhanced customer segmentation for more personalized email marketing campaigns, improving open rates and customer LTV.
Operational Efficiency & Process Improvement
- Implemented scalable task management systems (Asana, Kanban) to streamline marketing operations and improve team collaboration.
- Established a structured campaign execution process, ensuring faster turnaround times and more effective cross-functional coordination.
Project & Campaign Execution
- Aligned marketing strategy with Mokee’s business goals, refining the brand’s messaging and value proposition.
- Developed seasonal and promotional campaigns to maximize revenue during peak shopping periods.
Analysis Conducted
- Ad Performance & Audience Insights: Used Google Analytics, Meta Ads Manager, and heatmaps to track engagement and refine targeting.
- Funnel & Conversion Rate Optimization: Improved landing pages and checkout processes through UX testing and behavioral tracking.
- Competitive Benchmarking: Identified key industry trends and positioned Mokee effectively against competitors.
Key Metrics & Results
The new strategy delivered significant business impact:
- 30% Reduction in CPA: Optimized ad spend and refined targeting to acquire customers more efficiently.
- 20% Revenue Growth: Improved conversion rates and customer retention through email automation and sales funnel enhancements.
- Higher Engagement & Retention:
- Automated email workflows increased repeat purchases and LTV.
- Improved customer segmentation led to higher email open & click-through rates.
- Operational Efficiency Gains: Streamlined project management, reducing delays in marketing execution.
Key Takeaways
- Data-driven decision-making significantly reduces CPA and increases revenue.
- Automated email workflows improve customer retention & engagement.
- Strategic process optimization enhances team productivity and marketing execution.
- Refining brand messaging strengthens market positioning and conversion rates.
Next Steps
- Further refine ad strategy and budget allocation to optimize ROI.
- Expand email automation to include personalized product recommendations.
- Strengthen retargeting campaigns for higher conversion rates.
Project Screenshots
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