This is how Wavell solidified its brand and grew revenue 597% in 2 years.
Wavell is an audio company that strives to deliver quality sound to Denmark and prove that good sound doesn’t have to be expensive. Betrscaling has been on the journey for over 2 years and has collaboratively built Wavell’s entire digital ecosystem.
The team behind the growth:
“During our 2-year collaboration with Betrscaling, we are constantly impressed by their professionalism, creativity and dedication.
In many ways, we feel that we at Wavell have grown together with Betrscaling in a way that has matured both parties. We value working with a marketing agency that is dedicated to such a degree that we grow together.
The guys at Betrscaling have been an important part of the growth journey we’ve been on at Wavell. The chemistry that comes from the results we’ve achieved together makes them an integral part of our company.”
Casper Christiansen
Co-Founder & CMO
The Complete Digital Customer Journey
If you decide to start a business in the electronics & audio segment, prepare to swim through a red ocean. Besides being a densely populated market, these are products that, due to their price range, require a longer customer journey than D2C products that are at the positive end of the spontaneous purchase threshold.
This results in an absolute necessity to get your digital marketing channels to talk to each other so that leads are sent through a fully digital customer journey where the channels talk to each other and follow a long common thread.
Increase in turnover
Increased spend
Increase in blended ROAS
Advertorials reduced CPA by
Challenges and Solutions
Our approach is unique
A bigger challenge quickly presented itself with Wavell’s marketing efforts. Explaining good sound can seem quite impossible. Through a large amount of data-driven split testing, we came to a simple conclusion. Sound is explained and experienced through external sources, rather than Wavell itself.
In light of this discovery, we put more focus on paid articles and started collaborating with a larger number of micro and macro influencers, resulting in
More user-generated content for marketing
Reduced CPA by 30% in the top funnel
Use of advertorials that reduced CPA by 60
An exclusive blue stamp that consumers trust
Higher quality of traffic
Content is King
With the release of the iOS 14.5 update for iPhone, the rules of the game changed dramatically in the Paid Social branches of the customer journey. Content once again became one of the most important factors, with video content in particular taking the driver’s seat in the top funnel.
Through split testing, we concluded that:
The most effective content approach is humor
We had to ‘transform’ technology and hardware into the product itself
Conversion rates were increased by creating relatable moments
104% increase in view through rate due to the above
Larger retargeting segment due to higher view through rate.
This is a result of the need to retain as much first party data as possible, as our retargeting segment is our primary sales tool in Wavell.
Track your sales and scale your revenue with a data-driven customer journey.
A major discovery and streamlining of Wavell’s customer journey came simply through an old-fashioned survey. An external post purchase survey on the Wavell.dk ‘thank you page’ changed the rules of the game for our digital customer journey, as we learned exactly where customers had heard about Wavell.
Here we made two crucial learnings:
Over 64% of Wavell’s customers heard about them through Meta ads. According to Meta ads themselves, it was previously only possible to attribute 23% of customers to Meta, which changed our Paid Social efforts dramatically, which was directly reflected in our revenue.
Although Meta drove consumer interest, Google was an important factor in sales and typically the last click channel for Wavell’s customers. This made it vital for Wavell to be present on the search network and resulted in us prioritizing our rankings. This had a direct impact on revenue.
Contact us
Want to plant your seed with us?
Talk to our CEO, Nicholas, and find out how we can best help you.
