The Client
Tail is a family-run producer of women’s athleticwear that’s been making flattering, functional apparel for golf and tennis enthusiasts for almost 50 years. Tail’s uncompromising focus on quality, fit, and fabric sets them apart from other fast fashion and athleisure brands, and their fans love them for their unfailing attention to detail.
The Challenge
Prior to 2020, P3 consistently helped Tail grow their online revenue 50% YOY. But when the emergence of the novel coronavirus threatened their highly networked wholesale business, Tail decided to take swift action, reinvesting in D2C with a mandate to grow the business as quickly as possible.
Services
• Growth Marketing Strategy
• Digital Advertising
• SMS Marketing
• Direct Mail Marketing
• Conversion Rate Optimization
The Results
2.5X
Revenue
Growth
15%
Improvement in
Conversion Rates
2X
Increase in
New Users
How We Did It
To bring more customers to the Tail website quickly, we expanded their marketing funnel by broadening their ad targeting and going all in on prospecting. Working closely with Tail to test nearly 1,000 pieces of creative in just a few months, P3 was able to quickly hone in on new audience pockets outside of Tail’s core customer demographic and grow their traffic 3X.
That traffic increase helped us grow Tail’s first-time purchaser base more than 2X in 2020, a huge influx for a mature brand that traditionally markets to a very specific customer. Conventional ecommerce wisdom says that for established brands, audience segmentation yields higher ROI’s than chasing new customers. But as Tail’s story shows, when you need to generate new sales without overtapping your base, investing properly in prospecting with a growth marketing specialist can be your most profitable long-term strategy.
To generate more demand among Tail’s established customers, we worked with our technology partner Attentive Mobile to build Tail an attractive, effective SMS remarketing program, and supplemented that program with a number of strategic direct mail campaigns.
Combined returns on these campaigns helped Tail grow their revenue 2.5X last year, and Tail’s investment in remarketing helped them hit that growth multiple while spending far less than they would have through prospecting alone.
To raise conversion rates, we continued to refine the Tail shopping experience, testing changes to page layout, button placement & design, PDP views and more to generate a host of incremental improvements that added up to a whole lot of profit.
In 2020, P3’s ongoing CRO strategy improved Tail’s conversion rates 15% YOY. That’s with an unprecedented influx of new customers, and three years of CRO improvements already under the hood! Making impactful CRO changes year after year requires a disciplined, systematic approach, but the long-term benefits to your profit margin can’t be overstated. That’s why if you’re considering working with a growth agency long-term, CRO should be at the forefront of your conversations.
Takeaways
Tail is a mature online retailer that was able to grow their online revenue by 2.5X in 2020 by reinvesting in aggressive growth marketing tactics. If your brand is hitting a growth wall, it might be time to re-examine your sales funnel and shake up your marketing strategy.
