VIIA Hemp Case Study | Funnelytics

At a Glance

VIIA Hemp Company is an e-commerce business specializing in CBD, delta 8 THC, HHC, and other minor hemp-derived cannabinoids. Over the past year, their sales have grown by more than 300%, with ad investments fluctuating between $300,000 to $600,000 per month, primarily through Facebook. As their business scaled rapidly, it became critical to identify the most effective advertising channels and optimize the onsite customer experience.

Challenges

Managing and organizing ad tracking data across multiple campaigns and platforms.

Gaining visibility into customer paths and conversion behaviors to improve performance.

Optimizing the onsite experience to increase checkout conversions and average order value (AOV).

Goals

Streamline tracking processes for advertising performance.
Identify customer journey bottlenecks and optimize conversion paths.
Implement strategies to increase AOV and checkout-to-purchase conversion rates.

Funnelytics Insights Service Approach

Tracking and Organization
Developed a master spreadsheet and process for creating UTM parameters to maintain organized ad tracking.
Funnel Mapping and Analysis
Successfully implemented tracking across their entire ecommerce site, identifying the most impactful customer paths and optimizing them for better performance.
Conversion Optimization (CRO)
Identified over 50 CRO opportunities to improve the checkout process and boost conversion rates. Set up detailed scrolling analysis to better understand user behavior on each page.
Revenue Growth Strategies
Increased AOV by over 11% by recommending and implementing upsells after checkout. Doubled the conversion rate from checkout to purchase through targeted optimizations and testing.

Results

Streamlined ad tracking processes, providing the Growth team with clearer insights into performance.

Optimized the onsite experience, leading to higher conversions and increased revenue.

Achieved an 11% increase in AOV and 100% improvement in checkout-to-purchase conversion rates.

Conclusion

The Funnelytics Insights Service equipped VIIA Hemp Company with the tools and strategies to optimize their ad performance, enhance the customer journey, and drive significant revenue growth.

By implementing organized tracking, conversion optimization strategies, and upsell opportunities, the company achieved scalable success in a competitive e-commerce market.

VIIA Hemp