Exerfly Sports Equipment Store Case Study

Service: Google ADS audit, setup and optimization. Google Analytics & Google Tag Manager setup. UX/UI audit and design. B2B Marketing. Email marketing. Linkedin outreach marketing.

Client Overview:

Exerfly is a leading designer and manufacturer of elite flywheel exercise equipment. Founded in 2017 and headquartered in Auckland, New Zealand, Exerfly is dedicated to revolutionizing athletic potential through motorized resistance technology, innovative training methods, cutting-edge research, and superior equipment design. Supported by an experienced team of sports scientists and strength coaches, Exerfly empowers athletes and organizations to reach their peak performance.

• Industry: Health, Wellness & Fitness;
• Company Size: 19 employees;
• Headquarters: Auckland, New Zealand.

Niche features:

• Product is designed for a narrow audience;
• High cost of goods;
• The decision to purchase takes a long time (about 2 months);
• The sale is made by phone.

GEO: New Zealand, USA, Canada, United Kingdom, Australia, Japan.

What Was Done Before Working With Our Agency

After the audit, we found out that the client spent $6,263 on Google Ads and got blurry results because the Google Analytics settings weren’t enough to say with certainty that the ads were driving sales.

The Google Ads account was set up with:

• 2 search campaigns with ad groups on common queries;
• 1 search campaign with keywords on competitors;
• Google Shopping campaign with groups by product category.

The Google Analytics account was set up with:

• A goal to track the number of visits to the contact page;
• A goal to track clicks on the Buy Now button.

What Our Agency Has Done

First of all, we conducted an audit of the site and decided to redesign it, as it was difficult to perceive and it was impossible to understand how to make a purchase through it. After careful elaboration and study of the niche we realized a new more client-oriented design and also removed all the prices from the site not to scare people with the figure of 10000$ per unit, and lead directly to direct contact, where we could close all the fears and objections.

We installed Google Tag Manager on the site for quick and flexible customization of analytics. In it we created all the necessary variables, triggers and tags that allowed us to track all the necessary data in Google Analytics and Google Ads. The most important thing for us was to track direct contact of potential customers with Exerfly, so we set up goals like these:

• Clicks by phone number;
• Clicks by e-mail;
• Sending requests through forms on the site;
• Book a video call;
• Requests via WhatsApp.

We made a detailed keyword reserch and launched search campaigns for general keywords, specific products and competitor queries. We also launched display ads, search dynamic remarketing and remarketing in GDN.

Google Ads Results

After all the testing and changes to the website in conjunction with Google Ads, we managed to increase the average number of sales per month by 3 times. The key decision was to redesign the site and the sales model. Initially, the site worked as a classic online store where the purchase was made by adding a product to the cart and paying through the payment system.

Exerfly’s prices for goods in comparison with competitors are 5-7 times higher, and people were scared off instantly, most visitors did not start to study the advantages of our goods and immediately left the page. After we realized this, we changed the sales model, removed all prices from the site and started selling through consultations where we could reveal the advantages of our product in detail.

Parallel to working on Google Ads we decided to try to attract new B2B clients using email marketing and Linkedin outreach marketing.

Challenges

Exerfly faced significant challenges in generating new B2B leads to sell more products. They utilized two primary funnels: cold emails and LinkedIn outreach. Upon investigation, additional issues were identified, including:

• Low email deliverability;
• Spam issues;
• Poor list segmentation;
• Exclusion of replied or current leads;
• Lack of proper email sequences.

Strategy and Solution

To address these challenges, a multi-faceted approach was implemented:

Email Marketing Strategy

• Spam and Deliverability Issues: Implemented technical setups like DNS, DMARC, and warm-up strategies to improve email deliverability and solve spam issues.
• List Segmentation: Created segmented lists to target different demographics effectively.
• Email Sequencing: Developed structured email sequences to engage leads at various stages of the funnel.
• A/B Testing: Conducted A/B tests on subject lines, email content, and call-to-action buttons to optimize engagement rates.

LinkedIn Outreach Strategy

• Profile Enhancement: Improved LinkedIn profiles to position Exerfly as an authority in the fitness industry.
• Targeted Connections: Focused on connecting with highly relevant decision-makers.
• Messaging Sequence: Utilized a four-message sequence to engage prospects, including invitations, sales pitches, follow-ups, and final checks.

Implementation

Step-by-Step Process:

Assessment:

• Conducted an in-depth analysis of Exerfly’s existing email and LinkedIn outreach strategies.
• Identified key areas for improvement.

Technical Setup:

• Configured DNS records for email deliverability.
• Implemented IP and domain reputation checks.
• Set up LinkedIn accounts for targeted outreach.

Campaign Execution:

• Launched segmented email campaigns with personalized messaging.
• Managed LinkedIn connections and message sequences.

Continuous Improvement:

• Monitored campaign performance and made necessary adjustments.
• Conducted regular A/B testing to refine strategies.

Results

Email Campaign Results

LinkedIn Outreach Results

Conclusion

The collaboration with Exerfly significantly improved their lead generation processes through optimized email and LinkedIn outreach strategies. By addressing spam issues, enhancing deliverability, and implementing targeted campaigns, Exerfly achieved a substantial increase in qualified leads, thereby expanding their market reach and engagement.