Holistic Digital Marketing Transformation

tentree is an eco-apparel brand that plants 10 trees for every item sold. By 2018, they had planted 50 million trees and aimed to reach 1 billion planted by 2030.

Challenges.

tentree faced several key issues in their marketing strategy:

  • Unfocused, ineffective messaging
  • No differentiation between competitors
  • Extremely low visibility for non-branded product searches
  • Generic site pages and product descriptions
  • 0.08% blog conversion rate vs. 0.52% site average
  • Poor on-site personalization
  • Lack of clarity around optimal positioning, messaging, and customer motivations

A specific problem was their blog, which had millions of views per month but resulted in $0 revenue. They had two full-time content creators on staff and were considering letting them go due to the lack of profitability.

“Eva brings an unparalleled level of knowledge around SEO and data-driven decision making.”

Sasha Bricel / Director of Marketing @ tentree

Approach.

Eva executed a comprehensive 4-phase turnaround strategy:

Immersive Research:

  • Conducted interviews with internal teams to identify blind spots and opportunities
  • Analyzed customer surveys and heat mapping sessions to uncover buyer motivation and pain points
  • Performed exhaustive analysis of millions of search queries
  • Conducted in-depth competitive analysis
  • Executed technical/UX reviews to identify site optimization potential

Strategic Messaging Testing:

  • Identified 18 core brand messaging themes based on research
  • Crafted paid search ads for the top 4 themes to test effectiveness
  • Compared conversion rate lift, value per click, and ROI performance vs. control ads

Expansive Implementation:

  • Re-optimized 300+ product titles & descriptions for SEO
  • Aligned data-backed messaging across key high-traffic pages
  • Improved site navigation and on-site UX
  • Transitioned blog to integrated content marketing model with layered product recommendations:
    • Implemented a brief statement about tentree’s mission ¾ down each blog page
    • Added a carousel of products related to the article at the end of each post
    • Implemented a strong CTA to sign up for their email newsletter after the product carousel
  • Streamlined Google shopping feeds and cleaned up duplicate product names
  • Consolidated collections/categories around logical themes

Continuous Optimization:

  • Ongoing expansion into new high-potential keywords
  • Iterative testing to improve performance over time
  • Consistent research to evolve with target audience, competition, and industry developments

Results.

The holistic strategy led to significant improvements:

  • 80.7% increase in conversion rate from control messaging across all Google ads (from 3.74 to 6.76%)
  • 88.4% lift in VPC (value per click) from control ads across all Google ads ($4.08 to $7.69)
  • 758% YoY increase in non-branded Google Ads revenue in the first quarter after implementation, bringing in over $975K in additional quarterly sales
  • 20X ROI from the test budget while gathering this data Immediate
  • 100x increase in attributable revenue from organic blog traffic

For the blog specifically:

  • Immediate decrease in bounce rate from organic blog traffic
  • Increase in session time on the site
  • Increase in traffic to product pages from the blog
  • Increase in email newsletter signups
  • Significant increase in sales from organic blog traffic—enough to make the blog team a positive ROI, saving them from potential layoffs

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