DIGITAL MARKETING
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Crystals and Stones Case Study
About Project
Location
Industry
- Development, Marketing
The Business
Crystals and Stones is an online store that proves energy tools to enhance emotional balance and support for your clients throughout a spiritual journey. Wares include healing crystals, candles, energy stones, essential oils that have healing properties. These items also balance the body, mind, and spirit from 2019.
Thanks to the dedication of spreading the magnetic energy of crystals with the world, Crystals and Stones can reach people keen to connect conscious thoughts with their bodies. Everything started with this thought. Crystals and Stones came to Optimum7 to make their beliefs a reality.
The Objective
Our main objective was to build Crystals and Stones’ online presence and brand recognition within the relevant target audience on digital platforms. This would require long-range planning with many deliverables.
Optimum7 did process planning step by step and prepared an execution schedule to present task-level details and timeline, then started an eCommerce business for Crystals and Stones from scratch. With this main goal, we decided to mainly work on Digital Marketing, eCommerce Development, and Design services.
The Strategy
Website Design
Branding
Content Marketing
Supply Chain
eCommerce Development
Subscription Box
Marketing & SEO
Subscription Flow
Conversion Elements
Website Design
Crystals and Stones would need a well-designed storefront to provide their visitors with the best online shopping experience. Our developers started the design process by setting up the theme chosen for Crystals and Stones.
We then customized the homepage, category, product, and static pages; and checkout based on the client’s needs. The color scheme centered around purple which symbolizes spirituality and the subconscious, to attract attention to our client’s objectives.
Branding
In an eCommerce business, branding is much more than just a logo or brand name. The branding process is a strategy that aims to build a reassuring, strong, and positive company profile and to reflect the unique personality of the business to the customers. We started developing a branding strategy by digging into our client’s history to find out the inspiration.
Based on the clarified vision, we profiled the brand and specified what are the target customers’ needs. That helps us determine how can we define brand personality, and what does the brand offer. The brand would deliver high-quality natural stones to its customers, thereby increasing their vibration levels. In this way, Crystals and Stones spread the positive energies of its healing crystals throughout the world.
Content Marketing
Outstanding website content is the most important tool in achieving key business objectives and marketing goals. Our copywriting team prepared a well-structured content strategy that shows plans for what, where, and when of content creation. Based on this long-term client-focused strategy, we started creating page content and publishing blog posts.
Healing crystals, which made up the product range of Crystals and Stones, were the main focus of the targeted buyer personas. We focused on this audience and created content in areas with natural stones and related interests, such as intention and zodiac signs. Besides page content, we created a blog to build awareness, informing, and assisting in beginners.
Supply Chain
eCommerce business strategy is not just limited to setting up an online store, designing a website, and selling products online. Under the title of operational execution processes for the business, there are crucial processes namely, fulfillment, logistics, and supply chain.
Our consultant reviewed manufacturing and supply chain options and costs to determine an efficient process to meet customers’ expectations. Based on the financial and operational standpoint, we built short-term and intermediate-term planning.
eCommerce Development
Considering the number of products, product options, pricing, and expectations of our customers, we decided to set up their online stores on BigCommerce, one of the most user-friendly platforms.
After setting up a new BigCommerce store, we set up the configurations for payment, taxes, shipping, store options, related products, and emails. We also use WordPress as a CRM solution to add more customization to the store.
Subscription Box
The subscription allows customers to receive the product on a regular monthly basis with just one subscription, without the need to order repeatedly each month. We created kits for the customers with the following tiers: starter, novice, premium, and expert.
Target audiences can choose the ones that suit them, and used an appropriate pricing structure for each kit according to the number of natural stones it contains and other additional products. Our team completed the subscription box process by establishing the most suitable payment system for recurring payments.
Marketing & SEO
After our developers completed the setup and design of the online store, our marketing team set a detailed marketing execution schedule. Our marketers started the process by identifying target keywords and aimed to get successful results in SEO performance by adding meta title tags, meta descriptions, product descriptions, and category descriptions.
In addition, a strong backlink strategy supported this SEO ranking improvement process. Besides eCommerce SEO, our professional marketing team built an online presence of our clients on the following social media platforms: Facebook, Instagram, and Pinterest.
Subscription Flow
eCommerce subscription is a business model that ensures the company gives ongoing services on a regular basis in exchange for recurring payments from the customers. With monthly subscriptions, customers make recurring payments for taking delivery of natural crystals. To offer the most suitable and custom healing crystal kits to online store visitors, we designed a subscription flow that gets personal information from customers such as name, zodiac sign, essentials, and email address.
We gave the ability to our client’s customers to choose the right kit for their needs from the ones which have different prices and inclusions. Owing to a well-designed subscription flow we got effective results in customer acquisition cost and the number of attracted customers. Thanks to this flow, we ensured that our customer obtains data for revenue forecasting, which is crucial for a newly established eCommerce business.
Conversion Elements
With the involvement of our marketing team, we added many must-have conversion elements and call-to-actions and delivered an online makeover for the website. In order to make the checkout process user-friendly, we added Soft Add to Cart Pop-Up, thus ensuring that the shopping process continues without landing customers directly to the checkout page.
By choosing to keep the cart page simple, we helped customers experience better online shopping without being distracted or confused. On the checkout page, we offered a guest checkout option to customers who do not prefer creating a profile and reduced the chance of cart abandonment. All these optimizations would increase the rate of traffic converted to leads and sales.
Results
Crystals and Stones is an online store that proves energy tools to enhance emotional balance and support for your clients throughout a spiritual journey. Wares include healing crystals, candles, energy stones, essential oils that have healing properties. These items also balance the body, mind, and spirit from 2019. Thanks to the dedication of spreading the magnetic energy of crystals with the world, Crystals and Stones can reach people keen to connect conscious thoughts with their bodies. Everything started with this thought. Crystals and Stones came to Optimum7 to make their beliefs a reality.The Business
Our main objective was to build Crystals and Stones’ online presence and brand recognition within the relevant target audience on digital platforms. This would require long-range planning with many deliverables. Optimum7 did process planning step by step and prepared an execution schedule to present task-level details and timeline, then started an eCommerce business for Crystals and Stones from scratch. With this main goal, we decided to mainly work on Digital Marketing, eCommerce Development, and Design services.The Objective
Website Design Branding Content Marketing Supply Chain eCommerce Development Subscription Box Marketing & SEO Subscription Flow Conversion Elements Crystals and Stones would need a well-designed storefront to provide their visitors with the best online shopping experience. Our developers started the design process by setting up the theme chosen for Crystals and Stones. We then customized the homepage, category, product, and static pages; and checkout based on the client’s needs. The color scheme centered around purple which symbolizes spirituality and the subconscious, to attract attention to our client’s objectives. In an eCommerce business, branding is much more than just a logo or brand name. The branding process is a strategy that aims to build a reassuring, strong, and positive company profile and to reflect the unique personality of the business to the customers. We started developing a branding strategy by digging into our client’s history to find out the inspiration. Based on the clarified vision, we profiled the brand and specified what are the target customers’ needs. That helps us determine how can we define brand personality, and what does the brand offer. The brand would deliver high-quality natural stones to its customers, thereby increasing their vibration levels. In this way, Crystals and Stones spread the positive energies of its healing crystals throughout the world. Outstanding website content is the most important tool in achieving key business objectives and marketing goals. Our copywriting team prepared a well-structured content strategy that shows plans for what, where, and when of content creation. Based on this long-term client-focused strategy, we started creating page content and publishing blog posts. Healing crystals, which made up the product range of Crystals and Stones, were the main focus of the targeted buyer personas. We focused on this audience and created content in areas with natural stones and related interests, such as intention and zodiac signs. Besides page content, we created a blog to build awareness, informing, and assisting in beginners. eCommerce business strategy is not just limited to setting up an online store, designing a website, and selling products online. Under the title of operational execution processes for the business, there are crucial processes namely, fulfillment, logistics, and supply chain. Our consultant reviewed manufacturing and supply chain options and costs to determine an efficient process to meet customers’ expectations. Based on the financial and operational standpoint, we built short-term and intermediate-term planning. Considering the number of products, product options, pricing, and expectations of our customers, we decided to set up their online stores on BigCommerce, one of the most user-friendly platforms. After setting up a new BigCommerce store, we set up the configurations for payment, taxes, shipping, store options, related products, and emails. We also use WordPress as a CRM solution to add more customization to the store. The subscription allows customers to receive the product on a regular monthly basis with just one subscription, without the need to order repeatedly each month. We created kits for the customers with the following tiers: starter, novice, premium, and expert. Target audiences can choose the ones that suit them, and used an appropriate pricing structure for each kit according to the number of natural stones it contains and other additional products. Our team completed the subscription box process by establishing the most suitable payment system for recurring payments. After our developers completed the setup and design of the online store, our marketing team set a detailed marketing execution schedule. Our marketers started the process by identifying target keywords and aimed to get successful results in SEO performance by adding meta title tags, meta descriptions, product descriptions, and category descriptions. In addition, a strong backlink strategy supported this SEO ranking improvement process. Besides eCommerce SEO, our professional marketing team built an online presence of our clients on the following social media platforms: Facebook, Instagram, and Pinterest. eCommerce subscription is a business model that ensures the company gives ongoing services on a regular basis in exchange for recurring payments from the customers. With monthly subscriptions, customers make recurring payments for taking delivery of natural crystals. To offer the most suitable and custom healing crystal kits to online store visitors, we designed a subscription flow that gets personal information from customers such as name, zodiac sign, essentials, and email address. We gave the ability to our client’s customers to choose the right kit for their needs from the ones which have different prices and inclusions. Owing to a well-designed subscription flow we got effective results in customer acquisition cost and the number of attracted customers. Thanks to this flow, we ensured that our customer obtains data for revenue forecasting, which is crucial for a newly established eCommerce business. With the involvement of our marketing team, we added many must-have conversion elements and call-to-actions and delivered an online makeover for the website. In order to make the checkout process user-friendly, we added Soft Add to Cart Pop-Up, thus ensuring that the shopping process continues without landing customers directly to the checkout page. By choosing to keep the cart page simple, we helped customers experience better online shopping without being distracted or confused. On the checkout page, we offered a guest checkout option to customers who do not prefer creating a profile and reduced the chance of cart abandonment. All these optimizations would increase the rate of traffic converted to leads and sales.The Strategy
Website Design
Branding
Content Marketing
Supply Chain
eCommerce Development
Subscription Box
Marketing & SEO
Subscription Flow
Conversion Elements
Results