Entry

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Marketing - E-Commerce
(Platinum Winner)

PO#

#TBA01659

Payment Status

Paid

PO Created Date

2022-04-13 09:20:08

Paid Date

2022-04-13 09:21:06

Competition

2022

Season

Entry ID

TBE101388

Entry Submission Date

2022-04-13 08:59:02

Member's Name

Joel Fu

Member's Email

joelfu@conversion-hub.com

Entry Level

Entrepreneur

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Published

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Yes

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MC22027 - E-Commerce

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Project Description

Project Description for Judges

Question 1 : Provide a brief description / background of your nominated organizational, departmental, team, or individual circumstance. (Your response to this question will be used for public display if your entry is awarded.)

Nano Singapore was started on a simple, powerful idea: To Help People Live Happier Through Wellness Innovation.

As a health supplement brand, it enters an existing well-saturated market. Locally, the health supplement landscape was dominated by local brands such as Ocean Health as well as publicly listed companies behind brands such as Blackmores (Since 1932), Swisse (Since 1969). Standing out was tremendously challenging. As a result, Nano Singapore’s packaging, branding and story become even more important.

Our Strategy

1.	Position Nano Singapore as a young, innovative wellness brand from Singapore - Live Happy & Healthily
2.	Target the Millennials and Gen Z which are the Purchasing Power of the Future
3.	Avoid offline distribution channels which are costlier to manage and already dominated by existing market incumbents.
4.	Prioritize focus to dominate Nano Singapore’s brand presence on the 3 major eCommerce marketplaces namely Lazada, Shopee and Qoo10 which has experienced significant growth due to the Covid19

Business Digitalization
From a business standpoint, since august 2021, we have implemented Zoho One, an ERP system that synchronous and automate business processes across CRM, HR, finance, logistics and project management. This also allows all employees to be able to work efficiently remotely while ensuring business continuity.

Marketing Digitalization
On Marketing, we have also started marketing integration with ActiveCampaign ( A Marketing Automation Software). Subsequently, we plan to create marketing automation to reduce cart abandonment rates and to create quality drip funnels to encourage brand awareness and repeated purchases.

Product Digitalization & New Features

A fan base is core to a brand. In this regard, we have implemented a membership loyalty rewards system that rewards cash back back to our customers which can then be exchanged for discount vouchers. This helps to build brand loyalty and repeated purchase.

On the payment side, to reduce friction and cater to a broad customer base, we have integrated GrabPay, PayLater and PayLah into our Shopify website.

Question 2 : Outline your nominated organizational, departmental, team, or individual achievements, dated 1-3 years prior, based on your selected categories.

Business Performance
•	Online Revenue surge to S$1.47 million in its first year of operation
•	2021 Online Revenue Run Rate is expected to hit S$2M with a 33% year on year growth
•	Average orders grew 27x from just 3 a day to 83 a day over a 1+ year time frame
•	Email subscriber list grew to 14,000+ over 1 year

Marketing Performance
•	Award Winning Proprietary Blended Formulas & 1 Million Product Liability Insurance
•	Bagged 10 health & wellness awards across 5 different publications
•	Gartner over 350k views on Nano Singapore Official Youtube Channel 
•	Average 95% positive ratings across our webshops on Lazada, Shopee and Qoo10
•	Accumulated more than 15.7k five-star reviews on Google, Facebook and online marketplaces
•	Featured on Yahoo News, Reuters, Asia One, NBC, Fox News, Beauty Insider Singapore and many more

Marketplace Listing Optimization & Paid Ads

•	First page listing for over 50+ high-volume search terms such as Krill Oil, Fish Oil, Probiotics, and many others on Lazada, Shopee and Qoo10

A structured marketplace listing optimization campaign was implemented to create long-term repeatable orders through listing optimization on Lazada, Shopee and Qoo10. This was done through analyzing customers keywords search behavior on Lazada, Shopee and Qoo10 and creating a suitable keyword rich listing for each product.

This is done in conjunction with paid keywords advertising to cover more competitive keywords and as a tool to conduct short-term viability tests to assess which keywords to add to our overall keyword portfolio.

Social Media Campaign

•	Over 100 content was produced by influencers online. Top influencers that responded include Michelle Chong, Royce Lee, Jacintha wee and many others

We adopted integrated social and activation campaigns combining influencer-produced content, encouraging, and promoting influencer involvement with Nano Singapore, and leveraging media activity generated to cross- post across all social media platforms and our website.

Activities include personal product testimonials from influencers, shoutouts from media drops on Instagram & Twitter, product reviews on blogs.

Question 3 : Provide examples of the strategies / plans you have introduced, in order to attain your nominated organizational, departmental, team, or individual achievements. Explain why the highlighted achievements are significant / unique.

Facebook & Google Advertising

•	Reduce advertising cost per acquisition down by 40%

We adopted a 3 prong strategy. While focusing on sales is the ultimate objective, purely focusing on it would likely drive the cost per acquisition higher in the long run. We focus on our top selling products and implemented 3 ad campaigns to target the Top of the Funnel (Awareness/Views), Middle of the Funnel (Traffic to our Website & Add to Cart) and Bottom of the Funnel (Sales).

To improve the targeting, we use existing eCommerce customer data to build custom audiences that would be most likely to purchase the product.

On Facebook, we also run rich media ads using sponsored post-campaign that was optimized as instant articles and video. As such, the distribution of the post is being preferred over articles that are hosted on external sites and receives better visibility in the Facebook news feed.

On Google, we adopted extensive keyword research, A/B testing and optimization of the existing website pages concerning the placement of relevant keywords to guarantee the best positions in the search results pages.

Website Revamp

•	Conversion rate improved by 150% after implementation
•	Average cost per sale also improved from an initial $75 to $25.
•	Bounce rate improved by 35%
•	Reduced steps to check from 8 to 5 steps

We conducted user interviews and noted that the existing site taxonomy and the sales funnel process was complicated. After building up our user personas, we redesigned the information architecture and wireframe to provide a more streamlined customer experience.

From a conversion perspective, we added the following

•	Scarcity with remaining stock Bar
•	Free Shipping Bar to drive up cart purchases
•	Trust Badges and Prominent display of reviews to improve conversions
•	Upsell Pop-Up during the check out process
•	Social Accounts Login to allow seamless login
•	Wishlist to allow book marketing of favourite items

Optional Context for Judges (Not for publication. This section is solely for judges' evaluation.)

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Link List

Link	Password Protected	Display (Winner Info)
https://www.nanosingaporeshop.com/	No	Display
https://www.youtube.com/channel/UCdCpe4PtKqdscH8u5sXPcRg/videos	No	Hide
https://www.instagram.com/nanosingaporeofficial/	No	Hide

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File Link	File Size	File Link (System Resize)	File Size (System Resize)	Display(Winner Page)
upload/entry/files/TBE101388/32491649895588.png	449.22KB	upload/entry/files/TBE101388/32491649895588.png	449.22KB	Display
upload/entry/files/TBE101388/16021649895588.png	488.09KB	upload/entry/files/TBE101388/16021649895588.png	488.09KB	Display
upload/entry/files/TBE101388/12661649895588.png	343.22KB	upload/entry/files/TBE101388/12661649895588.png	343.22KB	Display

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