How We Increased Ava Estell’s Revenue by Over $4,200,000

+30%
Site-wide CVR
+$45,000/mo
Up-sell revenue
+$4,200,000
Added annual revenue
Shivook

Skin hyperpigmentation issues are common these days. But suitable treatments that aren’t loaded with toxic chemicals are hard to find. When Yaw Okyere saw his wife struggling with hyperpigmentation, he set about creating a solution that didn’t rely on using harsh chemicals like most of the products in the market. Using his background in cosmetic formulation, Yaw devised an all-natural treatment that worked wonders for his wife. Yaw’s wife was so happy that he had an idea: What if his bespoke formulation could help other women struggling with the same skin issues? And so, in 2020, Ava Estell was born. Word about Yaw’s amazing skincare products spread like wildfire - selling almost $4M of product in the first 12 months. In 2021, Yaw more than doubled his revenue, generating over $10M in sales.

LOCATION

London, UK

INDUSTRY

Skincare

The Problem

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Ava Estell, a thriving cosmetics brand, was spending a staggering $500,000/month on ads, but wasn't fully capitalizing on this traffic. Their website wasn’t optimized, leading to significant revenue leakage. Yaw, the brand owner, knew that a higher conversion rate could reduce their cost per acquisition, making ads more profitable and opening the doors for further scale. To address these issues, Yaw brought on myself, founder of Shivook, an eCommerce conversion rate optimization agency.

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The Solution

Overhauling Their Entire Website and Implementing an AOV Strategy 

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My first recommendations were to implement Order Protect and optimize the post-purchase sales funnel. Order Protect offers additional protection for customer orders, covering issues like lost, stolen, or damaged packages. Implementing this service increased customer trust and boosted revenue instantly through added protection fees. By implementing ReConvert’s default funnel, Conversion Monster, and customizing the thank you page with one-click, personalized upsells, they started to capture more post-purchase revenue.

I also added a post-purchase survey to collect customer birthdays, which were synced with Klaviyo to send personalized birthday emails, and gather customer feedback to identify pre-purchase conversion hurdles.

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"Next, I ran a best practice gaps analysis to identify missing elements and misaligned designs in the store. We essentially overhauled the entire website."

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We managed and onboarded a development team to ensure that the optimizations would get implemented properly on the product pages. After about 3-5 weeks of implementation work, we officially launched.

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"We then spent the next 4 weeks optimizing the home page, collection page, and cart drawer/cart all at the same time. We then launched these changes as well."

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Skin hyperpigmentation issues are common these days. But suitable treatments that aren’t loaded with toxic chemicals are hard to find. When Yaw Okyere saw his wife struggling with hyperpigmentation, he set about creating a solution that didn’t rely on using harsh chemicals like most of the products in the market. Using his background in cosmetic formulation, Yaw devised an all-natural treatment that worked wonders for his wife. Yaw’s wife was so happy that he had an idea: What if his bespoke formulation could help other women struggling with the same skin issues? And so, in 2020, Ava Estell was born. Word about Yaw’s amazing skincare products spread like wildfire - selling almost $4M of product in the first 12 months. In 2021, Yaw more than doubled his revenue, generating over $10M in sales.

Skincare

Small tweaks that have a massive impact on your bottom line

"At our growth rate, even seemingly small tweaks can have a massive impact on our bottom line. ReConvert has allowed us to generate tens of thousands of extra dollars in sales with very little effort. It's an easy win that every merchant needs to know about."
Yaw Okyere
Founder & CEO

The Result

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$4,200,000 Added Annual Revenue

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The results were immediate and impressive. Over the first 30 days, ReConvert and Order Protect generated over $45,000 in additional sales. The post-purchase conversion rate reached 8%, with an average order value increase of $66. The product page optimizations alone brought a 30% increase in conversion rate, while the home page, collection page, and cart optimizations added another 5-10% increase.

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Post-purchase surveys collected over 15,000 customer birthdays, leading to an additional $7,268 in sales over six months with a 51% email open rate and a 9% click rate. Combining the website overhaul with post-purchase optimizations, Ava Estell was generating an extra $350,000/month, or $4,200,000/year almost instantly.

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The Long Term Impact

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Ava Estell reinvested the additional funds into developing a premium 2.0 version of their flagship product, anticipated to increase the average order value. They ramped up their investment in paid advertising on successful channels and new platforms like TikTok, Pinterest, and Snapchat. They also invested in long-term logistics solutions for better US market coverage. To further enhance customer engagement and return rates, they hired a new team member focused on affiliate marketing and community management.

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"Overall, the optimizations we implemented not only plugged the revenue leaks but also set Ava Estell on a path of sustained growth and profitability."

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