Case Study: HowToons
Howtoons is a creatively driven, STEM-based company that focuses on growing the imagination of children by creating how-to kits for kids to build, learn, and explore at a young age. By pairing each monthly kit with a dedicated comic and cartoon crew, children learn the science, engineering, and art behind the hands-on products.
The Challenge
Prior to November 2017, the Howtoons website was seeing a large conversion and consumer engagement problem. They were having trouble bringing in new customers to the website, keeping their interest, and getting them to convert. The biggest issues taken from their Analytics account were around user acquisition and engagement, specifically the Cart Abandonment Rate, Ecommerce Conversion Rate, and New Users. Most of the new user traffic was coming from people who knew them already – whether this was direct to the website or through a branded Google search, or by organic social media. At the time, they were only running Facebook Ads on a small budget.
The Solution
The first priority was to deliver recommended changes to the website with the goal of increasing conversions. This list included copy edits and additions, layout reorganization, navigation changes, cart experience changes, and adding various options of purchase. These changes were implemented by the Howtoons team.
Next was tackling the issue of customer acquisition. The Facebook Ad Account was utilized to expand on their Monthly Subscription and Single Kit Campaigns, while focusing on Remarketing to website visitors and past purchasers. A new AdWords account was also built out to find new users searching for STEM kits or Creative kits for kids. Shopping campaigns, Remarketing campaigns, and a consistent Branded campaign were also used.
Services Completed:
- Conversion Rate Optimization
- Website Optimization
- Consumer Growth
- Paid Advertising
The Results
After implementation of the website recommendations and ad account optimization, immediate results were seen. In a new snapshot for November 2017 – December 2017, the results were:
- 34% improvement in Cart Abandonment Rate
- 313% more users to the website
- 92% improvement in ecommerce conversion rate
An entirely new client base was also found through the Facebook and AdWords efforts, changing their Top Channels in Analytics. This went from Direct, accounting for 1,172 sessions, to a combination of Facebook Ads and Paid Search, accounting for 6,258 sessions.
