Race Face is a mountain biking components company based in Vancouver, Canada. It was founded in 1993 and ships to the US. They sell mountain bike components including handlebars, cranks, wheels, pedals, and dropper posts.
In this case study, we will show you how Solutions 8 helped this company unlock customer acquisition and reignite growth.
Case Study Metrics
Date Range: Sept 2022 to Sept 2023
Geographic Location Of The Company: United States and Canada
Total Ad Spend
Total Generated Revenue
Total Revenue Generated
Average Cost Per Order
Average Order Value (AOV)
The Challenge
Expanding outside a safe but limited customer base: Unlocking Acquisition with Inbound and Performance Max.
This company faces a perfect storm of challenges, caught between excess inventory and an inability to reach new customers. Here is a quick breakdown:
- COVID over-stocking led to excess components demanding consistent markdowns
- 80%+ loyal base of middle-aged, rural/suburban white males
- Expansion efforts stalled due to difficulty reaching new markets
- Brand-excluded PMax and Inbound search campaigns launched to conquer customer acquisition
- Limited past attempts at demographic expansion
- Prior focus on low spend and retargeting existing customers
The Solution
Cost per acquistion (CPA) Conquest: Brand-excluded strategies for measurable new customer impact
This company is shifting gears! Their plan tackles two key areas: attracting new customers and optimizing efficiency. Here is a quick look:
- Tailored campaigns showcasing relevant products within different categories, attracting specific audience interests
- Leveraging seasonal and promotional offers to entice new customers and boost conversion rates
- Retargeting website visitors with personalized ads featuring compelling offers and promotional assets, reigniting purchase intent
- Targeting search queries without including the brand name, attracting new users actively seeking solutions in your category
- Prioritizing CPA to ensure new customer acquisition aligns with budget constraints
- Monitoring campaign performance and adapting strategies based on data insights to optimize reach and refine targeting for sustainable growth
The Results
Proven strategies deliver 92% sales and 103% customer increase.
The results speak for themselves; our efforts have delivered a remarkable turnaround for this company:
- Online store sales surged by a remarkable 92% under our management
- We witnessed a 103% increase in the overall customer base
- Detailed insights into first-time versus returning customer metrics and (MER) impressed the client
Although Race Face is no longer a client of Solutions 8 due to internal management changes, they were highly impressed with the results of the partnership. We deeply value the results we achieved together and wish Race Face continued success.
You can see a massive jump in November 2022 after Solutions 8 took over. Their online store was showing a lot of improvement. However, they had only begun spending on Google, so it started working very well.
92% increase in online store and a 112% increase in sales overall during our time managing them.
Case Study Metrics:
Date Range: July 1, 2022 – August 31, 2022
Ad Spend: $40,111.24
Increase in Conversions: +19.35%
Average Cost per Lead (CPL): $271.02
Conv. Rate: +8.89%
Phone Calls: +43.75%
Return on Ad Spend (ROAS): 16,503%
Case Study Metrics:
- Date Range: July 1, 2022 – August 31, 2021
- Phone Calls: +43.75%
- Total ad spend: $40,111.24
- Avg. cost per lead: $271.02
- Increase in Conversions: +19.35%
- Conversion Rate: +8.89%
- Return on Ad Spend (ROAS): 16,503%
Anna Rose Thomas
