Energy Muse’s website was like the Wikipedia of gemstones and crystals. It contained an abundance of great content and information for anyone wishing to learn about how crystals can benefit certain elements of one’s life–but it wasn’t translating into sales.
WEBSITE CONVERSION GROWTH
SOCIAL MEDIA FOLLOWING GROWTH
USERS GAINED IN LOYALTY PROGRAM
EMAIL LIST GROWTH
WEBSITE CONVERSION GROWTH
SERS GAINED IN LOYALTY PROGRAM
EMAIL LIST GROWTH
SOCIAL MEDIA FOLLOWING GROWTH
Energy Muse’s website was like the Wikipedia of gemstones and crystals. It contained an abundance of great content and information for anyone wishing to learn about how crystals can benefit certain elements of one’s life. In fact, their founder’s content and existing SEO was so impressive that it organically drove 600,000 unique monthly visitors to the website to read her content.
However, the impressive monthly traffic didn’t equate to sales. In addition to the poor website and brand experience, Energy Muse outward communication also limited their sales.
When Energy Muse discovered Giant Propeller’s Growth Program and saw all the marketing specialists that would be available to their business, they placed their trust in our program.
The following is a complete look at the elements of strategy and services we provide Energy Muse.
Rebrand Informed By Audit, Research & Survey.
Our research revealed several key findings that influenced our overall year-long marketing plan for the brand. During a customer survey, we discovered that the Energy Muse audience is typically quite happy, physically active and wealthy, which contradicted some of the brand’s original assumptions and marketing strategy. The brand generally assumed their customer base was in a lower income bracket and interested in crystals for helping them attain financial stability and happiness. This important new information allowed us to target certain interest groups and demographics.
Creating a purchase experience that aligned with educational content.
Our team built a world-class website and customer experience that took Energy Muse’s incredible content and positioned it alongside the plethora of products they sell. While designing the website, it was crucial that the customer was led down an education path that paired them with a product that meets their needs. We took an approach gave us the freedom to send different blocks of incoming traffic to different experiences so we could gauge the efficacy of the user experience and adjust our design and flow for optimal purchasing.
Developing two custom technologies.
Within the site, we also developed two custom technologies. The first is a crystal survey that allows shoppers to “connect visually with the crystals they’re most drawn to” by selecting imagery of various stones that each contain a unique property. From there the grouping of selected crystals is analyzed and educational information about each is provided as well as the opportunity to make a purchase and shop-related crystal products.
Our second tool, the “crystal identifier,” is an image-recognition AI tool that allows the shopper to take or upload a picture of any stone, crystal or gem. Our tool then cross-references millions of photos across the internet to decipher what stone the crystal is. This gives shoppers the ability to find a stone/crystal they don’t know the name of, to identify it for purchase.
Maintaining an Established SEO.
Prior to developing the new website, it was absolutely vital that the integrity of the brand’s SEO and page rankings were maintained. Our SEO specialist and developers made sure that all taxonomies and page hierarchies were maintained or properly forwarded to their replacement page in a manner that would keep them ranking high.
Segmented users to raise the Average Order Value and the repeat customer Lifetime Value.
By segmenting customer data across email and datasets for retargeting and advertising, we were able to provide specifically tailored offerings to different groups of customers leading to an increase in AOV (Average Order Value) and increased their LTV (Lifetime Value).
Establishing a Subscription Framework.
Once the new site was live, our team reviewed data of recurring visitors and loyal repeat customers and decided to deploy a box subscription service that provided them with a beautiful assortment of small stones and crystals each month. The subscription box was accompanied by information on each stone and its uses and rituals. The subscription service began as an offering that deployed to top customers via email, announcing a limited 200 spaces and sold out within the first day. Since its introduction in mid 2020, the box service has acquired a thousand subscribers and has become a recurring revenue mechanism.
Creating a Customer Loyalty Program.
Energy Muse has always had a dedicated and loyal customer base. However, those fans were never properly incentivized within the system. Therefore, we created a Loyalty Program that would reward their faithful customers with exclusive rewards, benefits, and discounts. From its conception through development and launch, this program only took 60 days to execute. Our development team was able to swiftly implement the platform using smile.io within our custom coded Shopify site. And with all that hard work, My Crystal365 was born.
Over the past 6 months: 88K+ customers have registered.
Social Media Growth.
Our social media managers began growing the Energy Muse audience by creating high-quality original content and community management, driving meaningful conversations with existing customers, interested prospects, and even approaching customers of the competition by looping them into our brand conversation. Each month we would deploy 30+ original posts consisting of material from our content photoshoots, original designs and quotes led by the founder of Energy Muse, and blended with curated stock material.
Producing & Launching Their Book, Crystal 365.
Email Marketing & Segmentation.
Before coming to Giant Propeller, Energy Muse was utilizing the archaic platform Infusionsoft for their email campaigns. They would send out frequent, lengthy emails with very poor open rates.
Alongside our efforts to further position Energy Muse as both a shopping and knowledge center, our team updated their email service provider to Drip and developed an array of email campaigns and automations based on customer segmentation and interactions.
We grew their list size by 49%, with an average open rate of 33%.
Content Photography & Production.
Part of maintaining the newly minted Energy Muse brand and providing constant outward communications was the pairing of a constantly refreshing content library. Each month our team would shoot 80+ images showcasing products and lifestyle. These images get distributed and repurposed within each marketing channel, starting with Instagram. Every day, our content calendar featured original imagery and copy written to reiterate the brand and provide meaningful information. The photo assets would then be leveraged on other channels such as email where our team would add finishing touches to take them even further.