Growing one of UK's first refill cleaning brands

For decades, we've trusted cleaning brands to keep us safe. But here's the truth: regulations for what can – and can't – be added to these products haven't changed in decades. I have been working 2+ years with one of UK's first refillable cleaning brands to help revolutionize the cleaning industry.

Growing one of UK's first refillable cleaning brands

A quick look at results

+66%

YoY Revenue
increase

+105%

Conversion rate
increase

+95%

YoY Orders
increase

+95%

YoY Orders Increase

+66%

YoY Revenue Increase

+105%

Conversion Rate Increase

+95%

YoY Orders Increase

+66%

YoY Revenue Increase

The challenge

Like many start-ups, Spruce was trying to do it all. Spreading their resources across many endeavours without much needed prioritisation and a data-backed understanding of what was working. They enlisted my help to implement the right measurement infrastructure, determine the growth strategy, conduct key PMF research, and scale the top priority channels to increase conversion.

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The challenge

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The strategy

Step 1: PMF & Customer Research

Including user research, customer interviews, social media polls, email surveys, and a deep dive on newest customer reviews. The goal was to better understand who our target audience was with the highest LTV, what benefits drew them to Spruce and their fears were before purchasing. This helped determine which channels, audience and messaging we should test.

Step 2: Growth & Channel Strategy

Based on the research from step 1, I created the growth and channel strategy, as well as the right KPIs to determine success.

Step 3: Email Strategy for higher Retention & Community building

Using Klaviyo to set up automated flows for new subscribers, cross- and upsell, win-back of churned customers, and gathering feedback. I helped redesign their emails based on research and best practices, and establish an email campaign strategy to engage with customers on a weekly basis.

Step 4: Paid Ads Experimentation
Across Google, Meta and Tiktok. We rigorously tested new ad targeting, creatives, messaging, and landing pages. I delivered frequent campaign and landing page optimisations based on key data and heat map analyses.

Step 5: SEO and Conversion Rate Optimization loop
Conducting brand new keyword research based on PMF insights and focusing on optimizing each page of the website for conversion. We entered a continuous experimentation cycle, testing different channels, landing pages, messaging, and ads.

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Services

Growth Strategy

Paid Advertising

Conversion Optimization

Measurement & Data Analytics

The outcome

+105% Conversion Rate Increase

Just within the first six months, I helped increase the total revenue by 119% and the total amount of sessions by 162% to 60K per month through paid ads, organic social and SEO.

Longer term, we achieved a 66% YoY revenue increase, a 105% conversion rate increase, and a 95% YoY orders increase. Surpassing our targets across the board.