Conversion Strategy

We partnered with Olukai to create a digital conversion funnel to drive hyper-targeted traffic and increase online sales and foot traffic to local retailers.

The Challenge

It’s tough to get customers to buy shoes online unless they really trust the brand. They want that feeling of picking up and trying on the shoe...

The Solution

Create content to attract unique buyer personas. Use Facebook, Instagram, and Google to drive hyper-targeted traffic to specific product pages.

Storytelling

Drive each buyer persona to a unique product page designed just for them, decked out with wall-to-wall lifestyle imagery and brand storytelling.

Lifestyle Imagery

The photography portrays the products rich textures and materials so they trust the quality to satisfy people’s emotion for trying on the shoe.

The Surfers

Ha’a, a surfer and photographer from Honolulu, Hawaii, and Lisa, a surfer and actress from Bend, Oregon.

Avatars

We created personalized videos and photo-stories to portray the lifestyle of these young women.

The Adventurers

Chelsea, a mountaineer and speer fisher from Koloa, Hawaii and Susan, a Sailor/Equestrian from San Francisco, California.

Personalized

While Olukai continued doing mass-broadcasting we focused on targeted the individual.

Each story was relatable to a different buyer persona.

The Artists

Kamea, an artist and muralist from Honolulu, Hawaii, and Tati, an artist from Miami, Florida.

Relevant

While Olukai continued doing mass-broadcasting we focused on targeted the individual.

Each story was relatable to a different buyer persona.

Mobile Strategy

We improved engagement and lead conversions by making the shopping experience responsive for mobile

and tablets.

In-Store Conversion

We developed a mobile app that pinpointed the user’s exact location using GPS and showed them the closest Olukai retailer driving foot traffic to local stores.

Email Campaign

We built an email choose-your-own-adventure campaign that allowed us to organize users by interest and behavior patterns.

Organic Micro-content

We created highly relevant micro-content for Instagram and Facebook getting massive amounts of likes, shares, and comments.

Organic Results

By driving social signals and engagement for months at a time we ended up improving organic search results for very specific keyword phrases.

ResultsSocial Engagement100k + likes, shares, comments

Conversion1.5% to 3.2%

Online Sales300% Increase

““These guys know their stuff. They make great content and come up with smart strategies. They not only make things look beautiful but they know how to increase conversions and sales”.”

- Bill Worthington, Founder of Olukai

Heist.Digital