Caliroots Our fast online growth

Fredrik Winberg56k digital - CEO

CalirootsStreetwearSneakers Premium

Challenges

• Online • Offline • Investors • Acquisition • Small team

Current marketing

Adwords= no profit

Data

Qlikview – Business Intelligence

ERP-data Google Analytics data

Target group data from Klarna

20% higher gm than avg. % customers per channel retention for new customers

Insights

Scripts, feeds & tracking

Google Analytics

Ecommerce Tracking Goals

Enhanced Ecommerce Event Tracking

Google Tag Manager

Feed Management

Event Tracking - Produkt

16%

11%

Event Tracking - Produkt

70%

Funnel – Conversion AnalysisStart, Category & Brand Pages

Visits Product Page

Opens Size Menu

Selects Size

Add to Cart

Goes to Cart

StartsCheckout

Paid Search – SEM

54%

Time to reach profit

0%

20%

40%

60%

80%

1 2 3 4 5 6 7 8 9 10 11 12 13 14

Outside Nordics

Go broad Narrow down

Challenges with Adwords

Account structure News Stock availability Google Shopping

1. Include keywords 2. Exclude products 3. Split the campaign

Account structure

adidas stan smith

Search terms

Adidas Stan Smithwww.caliroots.com/Stan-SmithGet the latest Stan Smith Shoes.Free shipping and returns!

Ads

buy stan smith

white stan smith

stan smith for women

stan smith us 8

+ 10.000 other searches

Account structure

adidas stan smith

Search terms

Adidas Stan Smithwww.caliroots.com/Stan-SmithGet the latest Stan Smith Shoes.Free shipping and returns!

Ads

buy stan smith

white stan smith

stan smith for women

stan smith us 8

Buy Stan Smithwww.caliroots.com/Stan-SmithGet the latest Stan Smith Shoes.Free shipping and returns!

White Stan Smithwww.caliroots.com/Stan-SmithGet the latest Stan Smith Shoes.Free shipping and returns!

+ 10.000 other searches

Facebook

Cross Device Tracking High CTR for Display Targeting

Impression Share

2%9% 87%

Conversion Device

4%61% 35%

TargetingGender: Male

Age: 25-44City: Stockholm

Interest: Star WarsMaritial Status: Married

Education: KTHWork: Spotify

Segmenting

Campaign

Men 23-34 Women 23-34

CompetitorsHip hop Look-a-like

M23-27

M28-31

M32-34

M23-27

M28-31

M32-34

M23-27

M28-31

M32-34

CompetitorsHip hop Look-a-like

W23-27

W28-31

W32-34

W23-27

W28-31

W32-34

W23-27

W28-31

W32-34

Custom Audience

Customer base Look-a-like

Segment the customer base – clone the best ones

Ad Formats: Carousel

Ad Formats: One image

23% högre konvertering

Ad Formats: Sponsored stories

Organic search – SEO

SneakersSneakers Online

Streetwear

Adidas Stan SmithNike Sneakers

Bomber JacketsCarhartt T-shirts

Reebok GL 6000 Mid SwedenNike Air Max 90 PS

Nike Lunar Force 1 14Nike Air Max Light 2

Autumn Jackets 2016Warm Winter WacketsSneaker trends 2016

Best Oxford Shirts

Start

Categories

Keywords

Products

Landing Pages

Inspiration

Add content & structure

› Nike› Nike Jackets› Nike Sneakers

› Nike Air Max› Nike Air Max 1› Nike Air Max 90› Nike Air Max 95

› Nike Air Force 1› Nike Air Jordan› Nike Huarache

› Nike Huarache Men› Nike Huarache Womens

Optimize page titles

Links are hard to get

Events

Collaborations

Lookbooks

Influencers

Thanks!

FREDRIK WINBERGfredrik@56kdigital.se+46 (0) 704 58 41 08@fredrikwinberg