FreshCut Paper aims to lessen the burden the international flower trade puts on the earth: Jet fuel, pesticides, plastic packaging, refrigeration and ultimately landfills.
The company's goal is to bring the beauty of the botanical world to a loved one in a more sustainable, and everlasting way. Beyond having a fraction of the carbon footprint of imported flowers, FreshCut Paper plants a tree for every bouquet sold, and partners with 1% for the Planet, an organization and global movement that tirelessly works to tackle our planet’s most pressing environmental issues.
The company started operations about 2 years ago & saw growing success through Organic Search & Amazon, but struggled to find hyperbolic growth on its Shopify eCommerce store. That is where our work with the client came in.
Implementing Accurate Conversion Tracking with Elevar
The first step before relaunching or tweaking any campaigns was to see how measurement was set up and how accurately we were tracking conversions compared to our Shopify source of truth.
In turn, we rolled out an end-to-end Elevar implementation with Server-side tracking running for GA3, GA4, Facebook Ads, Google Ads, and TikTok Ads through a custom Google Cloud server instance. We were thus able to get 1-to-1-to-1 in purchases between Shopify, Google Analytics (UA & GA4), and Facebook Ads.
Setting Up Email Marketing with JustUno and Klaviyo
Up until this point, FreshCut Paper had no pop-ups & used Shopify Email. So as a next step, our Retention Marketing Team launched into desktop and mobile optimized pop-ups using JustUno, with active A/B tests to start creating a larger email list.
Examples of Pop Ups:
Then, we set up a Klaviyo account for FreshCut Paper and launched into various email flows - a Welcome Series tied to the pop-up email acquisition, Browse Abandonment, Abandoned Cart, and a Thank You Flow.
Examples of Email Flows:
Launching Paid Advertising with Facebook and Google Ads
Within Google Ads we focused heavily on Merchant Center optimizations to allow us to scale & expand our Performance Max spend & ROAS. With fresh creative made across various formats & placements, the Facebook Ads account was transitioned to a Consolidated structure to prioritize scale & getting ads out of learning as fast as possible.
Examples of Facebook Ads
Since the launch of email marketing just over two months ago