VJ Shoes Lifecycle Marketing Case Study | Shopify

77.7%

Increase in Online Store Revenue

22.6%

Increase in Conversion Rate

5.13x

Return on Ad Spend

180%

Increase in Instagram Website Traffic

122%

Increase in Email Revenue

Who is VJ Shoes?

VJ Shoes was born in the dense forests of central Finland almost 40 years ago from a need for a better shoe for the rough and slippery terrain. Designed, engineered, and proven to be the best in the world. VJ shoes have helped athletes in various all-terrain sports including trail running, Obstacle Course Racing, and skyrunning achieve their dreams and win world championships.

The Challenge

VJ Shoes wanted to increase its online sales, plain and simple. Our original SOW focused on marketing automation, social media, and Google Ads, but after our initial results, our relationship expanded into social media ads as well as a homepage redesign. We are now VJ's ecomm marketing solution, leveraging marketing automation, and advanced segmentation to drive revenue growth.

Organic Social

VJ's slogan #thebestgripontheplanet is something that resonates with their community. We architected our social content & engagement strategy entirely around the lifestyle of VJ Shoes and what you can do with #thebestgripontheplanet

Paid Social

VJ wanted to expand its advertising beyond just retargeting. We pushed custom audiences from HubSpot (i.e. LTV $500 or more) into Facebook to create lookalike audiences that we targeted with highly engaging content in the form of GIFs and short-form videos.

Email Marketing

Using HubSpot, we implemented numerous lead capture and data-mining initiatives on the site, and used automated workflows to send targeted communication based on a visitor or contact's behavior on the site. Here are a few:

Lead Capture

Live Chat
Left-Slide in Pop-up on Desktop
Top Nav Slide-down Pop-up on Mobile
Exit Pop-up offering 15% off to visitors who try to exit with completing a purchase
Shoe quiz to extract 3 crucial data points for segmentation from visitors and provide a product recommendation at the end of the quiz

Marketing Automation Examples

Welcome Series
90-day lapsed
Did not use coupon
Browse abandonment
Abandoned Cart
Shoe quiz completion series

Web Design + Development

We completed a full home page redesign for VJ Shoes. We wanted to emphasize the history of VJ Shoes, provide education and insight into the differentiating features of the brand as a whole versus its competitors, hone in on product line specific features, and provide multiple paths for visitors to shop.

We created a special module that allows for animated buttons to be moved on a 4-axis chart to correspond to specific shoe feature callouts on hover. In addition, we created the "Choose your Grip" module below.

Services