Boom Shankar - E-commerce Fashion Brand

Brand Story

Boom Shankar is all about spreading positive messages, helping people to love who they are and the life they live, while feeling as bright and beautiful as possible. This brand is all about colour, fun, and living by the mantra, “Big Love. Big Life.” Over the last two decades, Boom Shankar has evolved into a prominent Australian fashion label, with a flagship boutique on the famous Hastings Street in Noosa Heads, a showroom at Noosaville, and distribution to more than 300 stockists throughout Australia. Dui is the creative force behind the brand and designs each piece in Australia (including the fabrics). She then spends two to three months at a time in India working with fabric printers, pattern makers and craftsmen assembling each season’s range.

Despite Boom Shankar’s growth, Dui’s approach remains anchored in the same principles that motivated her early success:

“A sense of fun and adventure, a love of colour and design, a great respect for Indian culture and people, and a commitment to community.”

Goal

Optimised Digital began working on Boom Shankar from July 1st and their bi-annual Big Boom Sale was in August, giving us a very tight timeframe for optimisations and testing.

The goals were to increase Revenue and Facebook Ad ROAS by 10% YOY.

Solution

The Boom community knows and expects this sale so expanding reach and growing the customer base to new Boom Babes was a focus from the get go. Also we focused on ongoing SEO, UX, edm nurture sequences and paid media to achieve goals.

Through paid media, there was increased awareness and A/B testing of new audiences. Optimised Digital offered guidance on creatives based on best practices and what worked well for the brand previously.

Website design changes and landing page Conversion Rate Optimisation (CRO) tactics were actioned swiftly. These included for example; navigation menu items, imagery above the fold, product image layout, zooming in on photography and CTAs onsite.

We also decreased the high unsubscribe rate by incorporating a preference centre so users can reduce the rate of emails rather than unsubscribe entirely.

Results

After 2 months of working with the brand we managed to scale revenue for the Big Boom Sale by 44.7% since the last sale earlier that year and a 158% increase YOY.

The average Facebook ads ROAS benchmark was exceeded by 13.5% as there was a 128% increase in ROAS for the Big Boom Sales YOY. We also saw a 5% increase in CTR on Facebook ads YOY.

Website online conversion rate increased by 48% for the quarter compared to the previous period. Increased by 37.8% YOY for BBS.

In the campaign period there was an 11% increase of new users vs returning users to the site. This demonstrated we drove new audiences to the site and expanded their customer base.