Created by two friends who both struggled with acne with nothing working for them, Clear Within is re-thinking how we achieve clearer skin - from within. Their core product is an all-in-one vitamin that uses trusted ingredients to target the root cause of acne.
Balancing growth with a small team is no easy feat but with the help of tools like Shogun, the Clear Within team operates quickly and efficiently.
The Clear Within team began using Shogun as a visual editor for their store pages. The no-code editor was perfect for a small team not ready to invest heavily in developer resources.
As Clear Within grew, the team needed more than well-designed pages. They were looking to optimize and luckily, Shogun had launched new optimization features so they could rely on a tool they already knew and loved.
Clear Within has built a traffic-generating machine through organic and paid social media marketing. They have tested and optimized these marketing channels and are driving a steady stream of qualified traffic to their store.
The steady stream of traffic allowed the team to switch their focus toward optimizing the conversion rates of their pages. Alex, Clear Within’s growth marketer pointed out that conversion rate optimization is one way of reducing the cost of ads.
As Alex points out, “You can work on creating better and better ads or you can increase your conversion rate from one to two percent and now your acquisition costs are cut in half.”
When Alex noticed that Shogun launched A/B testing, he decided to run a test. While Alex’s specialty is ads, he keeps an eye on marketing trends and he had a few ideas in mind he wanted to test. He launched a test experimenting with the placement of the “Add to Cart” button on the product page, specifically whether the button should be above or below the fold.
After three days, the test hit statistical significance and the results were clear. They saw a massive 80% increase in conversion rate just from moving the Add to Cart button above the fold.
Now that their page is better optimized for sales, the team can continue to experiment with different ad campaigns and traffic-generation strategies.
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Clear Within proved that all it takes to see a big difference in your conversion rate is being willing to try an experiment. But Alex did leave us with some tips that other brands new to A/B testing should know.
The first tip is that you can’t force conversion rate optimization (CRO) if you’re not ready for it. It’s important to have strong traffic strategies so you’re driving enough traffic before you start optimizing your store.
Once you have consistent, high-quality traffic, CRO is an efficient way to reduce ad costs. “You can keep hammering at your ads but if you haven’t done any CRO, do some CRO and you might get a better result,” says Alex.
And like Clear Within, once you’ve optimized the bottom of the funnel, you’ll have more freedom to experiment at the top of the funnel!
