Swoveralls

Swoveralls is a digitally native lifestyle brand focused on creating the world's comfiest apparel products using sustainable resources and ethical manufacturing methods. Their hero and namesake product, Swoveralls, are the combination of sweatpants and overalls into one comfy and glorious masterpiece.

The Challenge

Although the brand is coming off its biggest year yet, the brand's month over month revenue and growth has been stagnant this year. Google PPC ads have been the primary driver of new sales, followed by Klaviyo. All other channels have seen a breakeven ROAS or lower. Sales were flat with a blended ROAS below 2.0. Furthermore, customers were reaching checkout at an all time high, but weren't converting.

How pinkberg helped grow Swoveralls

Our Strategy

After digging into the analytics, we uncovered some uncomfortable truths:

Meta and TikTok click thru suggest existing audiences don't necessarily care about Swoveralls and/or the creative.

Those that do engage with ads are bouncing after reaching homepage, and not converting.

Farther down the funnel, those that do add to cart or reach checkout abandon their sale at the highest rate the brand has ever seen.

Once we identified the problems, we developed hypotheses we could test and measure

Instead of churning through interest audiences, what if we implement new audiences and build re-engagement audiences based on values/traits of our best customers?

Instead of producing completely new creatives for each ad set, what if we edit existing creatives we know were big winners, but rigorously test via slightly different intros/hooks, texts overlays, and durations?

Instead of relying on our bread and butter traffic sources, what if we explore blue ocean channels, like YouTube Shorts?

Instead of losing thousands of dollars in our checkout process, what if we create focused and specific landing pages with a great offer and easier conversion paths?

How pinkberg helped grow Swoveralls

Our Strategy

After digging into the analytics, we uncovered some uncomfortable truths:

Meta and TikTok click thru suggest existing audiences don't necessarily care about Swoveralls and/or the creative.

Those that do engage with ads are bouncing after reaching homepage, and not converting.

Farther down the funnel, those that do add to cart or reach checkout abandon their sale at the highest rate the brand has ever seen.

Once we identified the problems, we developed hypotheses we could test and measure

Instead of churning through interest audiences, what if we implement new audiences and build re-engagement audiences based on values/traits of our best customers?

Instead of producing completely new creatives for each ad set, what if we edit existing creatives we know were big winners, but rigorously test via slightly different intros/hooks, texts overlays, and durations?

Instead of relying on our bread and butter traffic sources, what if we explore blue ocean channels, like YouTube Shorts?

Instead of losing thousands of dollars in our checkout process, what if we create focused and specific landing pages with a great offer and easier conversion paths?

Implementation

Built up new audiences based on a 90 day engagement window
Completely revamped the checkout experience and flow
Used data tools to understand weak spots on the website and implement changes to improve checkout rates
Designed a promotional content calendar to highlight relevant offers and deals each month
Increase email and SMS cadence to improve customer lifetime value

300%

Increase in ROAS

900%

Increase in email/sms revenue

400%

Increase in monthly revenue over the previous year