ECOMMERCE CASE STUDY: RUSTICO

Rustico Case Study Collage

The Rustico Story:

Isaac Childs and his best friends started going on frequent backpacking trips in the spring of 1998. He began documenting his experiences using a basic journal. Before long the journal started to fall apart. Disappointed in the quality of the journal, Isaac decided to create one. He took a bookbinding course and Rustico began.

Rustico + Stryde

Rustico came to Stryde with a large hurdle standing in their way of online growth. Several months earlier, Rustico moved from RusticoLeather.com to Rustico.com. Along with the new domain, the team revamped the entire website to reflect the brand vision.

The website perfectly communicated the aesthetic and values of Rustico. Unfortunately, the lack of a proper site migration from one domain to a new one, Google organic search traffic took a massive hit. Traffic fell more than 50% to less than 10K visits per month. In addition to the misstep in migrating the site, Rustico needed help converting site visitors into email subscribers, reaching a new audience through content marketing, social and influencer marketing.

We dug into Rustico’s analytics to understand the issues they were experiencing with organic search and analyzed landing page and traffic data pre-launch of the new site. Then we analyzed traffic coming to the site post launch, channels driving traffic and revenue coming from each channel and found the following challenges and opportunities:  

Rustico email popup

Email Marketing Challenges 

Rustico was having challenges getting potential customers to opt in to their list and generating revenue through email. This was a big opportunity to capture potential customers while recovering organic search traffic.

Email Marketing Solutions

Stryde implemented the following to increase subscribers and revenue from email:

  • Setup popups to start collecting email addresses    
  • Ran A/B tests on popups to improve email subscriber conversion rate
  • Began segmenting their list to better understand customers that purchased specific products for more relevant emails
40
Email List Growth
589
Email Revenue Growth

Social Media Challenge

Rustico was creating beautiful imagery for their social channels but they weren’t getting followers as quickly as they hoped. They needed to generate engaged followers that would help spread their message to a wider audience and improve brand awareness.   

Social Media Solutions

We were able to grow engaged followers to their social media profiles and increase revenue coming from each channel through:  

  • Paid Facebook ads to select blog content   
  • Influencer outreach and promotions using bloggers and Instagrammers for product placement and giveaways  
  • Regularly pin products on group boards and Rustico’s own board
  • Pushed promoted pins on top performing blog content
203
Social Traffic Growth
865
Social Revenue Growth

Rustico Pinterest

Want Results Like Rustico?

Our process for driving new customer acquisition for online ecommerce business can easily be tailored to your unique needs. If you’re looking for explosive growth like Rustico, let’s talk!

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