HELIX HOUSE CASE STUDY PAPER ESKIMO - Helix House

PAPER ESKIMO CASE STUDY

34% Increase in Web Traffic

THE WHO

Paper Eskimo is an Australia based supplier of deluxe boutique-style paper party products, specializing in everything from designer dessert plates and birchwood cutlery, to stylish cupcakes boxes.

Early in 2015, Paper Eskimo decided it was time to go international, and they set their sights on the American market. However, Paper Eskimo’s international expansion came with a twist. Traditionally a wholesale business, Paper Eskimo’s American iteration was going to exist entirely online. They had decided to enter the world of eCommerce.

34%

NEW VISITORS GROWTH

38%

RETURNING VISITORS GROWTH

14000

UNIQUE VISITORS EACH MONTH

THE NEEDS

Starting an eCommerce business is an immense undertaking. Paper Eskimo was entering the American market as an unknown company with zero brand recognition. They required a fully functioning website integrated with WooCommerce, a multilevel advertising campaign capable of locating and marketing to their target demographic, and a multitude of brand-building assets. We set to work.

THE WORK

We began our work with Paper Eskimo with an exercise we have indulged in many times before – by deliberately misreading Friedrich Nietzche’s Beyond Good and Evil. Honoring the modern approach to critical analysis, we will dispense with context and turn directly to the only line we care about from Nietzche’s prodigious work. Don’t worry, this will all make sense in a bit.

When you gaze long into the abyss. The abyss gazes also into you.

What else is the internet, if not a manifestation of the
abyss? It is boundless, depthless, uncaring, unfeeling,
bewildering, terrifying, and incomprehensible. It is also
the place Paper Eskimo set out to build a business.
And they were not alone.

Estimates regarding the number of extant eCommerce sites vary by orders of magnitude. That is, they rangefrom somewhere in the 100,000s to the 10,000,000s. Essentially, there are a ton of them. To be successful, Paper Eskimo was going to need to stand out.

And stand out they did. We built Paper Eskimo a bold
website focused on simplicity, intuitive design, and
ease of use.

Now that we had a website that existed somewhere
on the Internet (the abyss), we needed to direct traffic
to it, we needed customers (it was time let the abyss
know we were here). To find these customers and to
secure traffic, we built numerous marking campaigns
across a wide range of platforms (we gazed long into the abyss, just to see
who gazed back).

Finally, we focused on building up Paper Eskimo as
a trusted and desirable brand. To accomplish this
our strategy incorporated blog writing, social media
campaigns, and email marketing.

THE RESULT

Or as we like to call it, The Wild Success. As we discuss the results of Paper Eskimo’s partnership with Helix House, we will dispense with the rhetoric and storytelling, and turn to the data, which commences upon the launch of the website in October, 2015.

As we have discussed, the first task upon launching the website was to gain traffic. The first month the Paper Eskimo website was live, it received just over 4,000 visitors. By August, 2016, the website was receiving over 14,000 unique visitors per-month.

Additional metrics show that average time on-site increased by 94%, and that bounce rate declined by 23% (or improved by 31% – numbers, am I right?!).As we spent time with the marketing campaigns, reading and responding to analytics, we not only increased overall traffic, but we dramatically improved the quality of the traffic. Refinement of the marketing campaigns brought visitors who were more interested in the site, and who were eager to engage with it.

Now you may be thinking, this is all very well and good, – traffic is great, I love traffic, I am all about traffic, but how about sales? After all, if you are not converting, all the traffic in the world is useless. It’s all about the $$. Let’s look at our orders.

The beginning was slow for Paper Eskimo, which is one of the primary problems with building a new eCommerce brand. However, through a lot of smart, hard work, Paper Eskimo’s brand began to gain traction (The abyss began starting back. It locked eyes with our piercing babyblues and we haven’t turned away since).

We could tell you that orders increased by 551% (!!) from October to August, but that is a bit of a nonsense number considering where things started. Instead, let’s look at the month-to-month improvement from June to July (52%), and July to August (31%) to see the business’s steady growth.

It wasn’t just the quantity of orders that increased
dramatically over time. Our primary metric for
success was total sale value, or gross monthly
sales. And what do you know, other than a small
blip during May and June during which Paper
Eskimo ran out of inventory for many leading
products due to high sales volume, gross sales
saw significant month-to-month increases as well.

Paper Eskimo_graphs-04.2

CONCLUSION

In 2015 worldwide ecommerce accounted for $24 TRILLION in retail spending. Trillion with a T. The eCommerce market grew by 6.6 percent internationally from 2014 to 2015, and projections for future growth are very optimistic. Clearly, there is a lot of money flying around online, the trick is getting your hands on some. By partnering with Helix House, Paper Eskimo has gotten their hands into a very lucrative honey pot, and when eating from such a rich pie, even a small slice has great value.

If you can forgive us for bad mixed metaphors, and are interested in learning more about Helix House, we would love to hear from you. We are always interested in partnering with passionate people, who care deeply about what they do, and are hungry to grow their businesses.

34%

NEW VISITORS GROWTH

38%

RETURNING VISITORS GROWTH

14000

UNIQUE VISITORS EACH MONTH

BECOME OUR NEXT CASE STUDY.

Fill in the form below and get in touch with us. We will schedule a FREE consultation thats convenient to you and can be carried out via phone, digital conference call, or in-person.

BECOME OUR NEXT CASE STUDY.

Fill in the form below and get in touch with us. We will schedule a FREE consultation thats convenient to you and can be carried out via phone, digital conference call, or in-person.