T3 Micro is a global brand leader in next-gen technology styling tools for hair. They had set a goal of minimum 20% year-over-year revenue growth for their eCommerce channel, and to get there, they knew they needed to offer their customers a tailored and stylized digital marketing experience. They turned to Art & Science, and we began working with them in late 2020.
We proposed a multi-levelled makeover focused on growing brand awareness and eCommerce sales. And to do this we pulled out our own performance marketing styling tools — including paid search, shopping, social, programmatic, retargeting and connected TV advertising strategy in addition to a conversion rate optimization testing.
Our full program was realized starting in January 2021 and the first 6 month results look good: our strategy, execution and optimization produced a 51% increase in revenue which more than doubled the client’s threshold of 20%.
In this same time period, we launched an optimization program, generating 33 unique tests across T3’s mobile and desktop experience. By testing different elements, such as button call-to-action text, placement of reviews on the page, highlighting different product features and more, we helped generate a material improvement of 8% in Add-To-Cart events over the same period in 2020, contributing to the overall accelerated growth.
The program is still ongoing, but results from January to July 2021 vs. the same period in 2020 have been hair-curling indeed!
51% increase from in revenue from 2020
8% improvement in Add-To-Cart events over the same period in 2020
Website sessions increased by 94%
A 21% increase in average order value