They were 3 strategies that helped us scale Complement.
Strategy #1: Dark Posting
Complement has a network of affiliate influencers who create content and endorse their products. These people have a community of people who know, like, and trust them, so we tapped into their audiences through dark posting.
The first step was to sign an agreement with the influencer. They would create content and give us access to their ad accounts to launch the campaigns from there. They could introduce a quality product to their audience and make money in turn.
All the creatives we launched from these accounts had to be adapted to their voice and have a native feeling. We ghostwrote the copies while the creator provided the pictures and videos.
Using this approach, we could launch endorsement ads from nutritional coaches, doctors, and fitness influencers who gave us trust when we reached their audience.
Strategy #2: Conversation Rate Optimization
After many experiments we landed on 3 changes on their website that produce an 82% lift in conversions.
The first experiment was a benefit description on their product page that hooked visitors with a short paragraph. The hook was designed with the psychology of the user in mind, and increased the conversion rate by 22.5%.
The second experiment was highlighting the product benefits early on the page with the phrase “The ultimate multivitamin for plant-based eaters”. This instantly made the benefits clear and increased the conversions by 7.6%.
Finally, adding animation and glow to the Add to cart button could draw people’s attention to the CTA and increased conversions by 39.3%.
Overall, these changes ensured that more of the paid traffic who landed on their website became customers, which helped us fuel their growth.
Strategy #3: Funnel Testing
We tested a variety of funnels to find a reliable strategy to grow the business. Some examples are:
- Advertorial funnels
- 7-day free trial landing pages
- Special offer pages (like Black Friday’s)
- Lead magnets to content
- Dark post landing pages (endorsed by other brands, like No Meat Athlete)
Overall, the two best-performing funnels were advertorials and lead magnets.
We focused on storytelling frameworks that educated the readers on why they needed a solution in advertorials and then introduced the product.
For lead magnets, the content was mainly scientific and value-driven. We could capture people’s emails and convert them on the back-end with email campaigns and special promotions.