Results

We audited Capezio’s website and collaborated with its web development team to improve conversion rates. Our early focus was optimizing site speed and product page layout. Next, we rebuilt digital catalogs to integrate more seamlessly with Google ads, Google Analytics, and Facebook ads. By adopting single product ad groups, we could more efficiently manage profitable products and eliminate wasteful spending.\
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Our attention then shifted to developing robust retargeting campaigns across platforms to leverage high organic traffic and reduce funnel leakage.

These efforts resulted in quick and decisive performance gains that had eluded the client due to suboptimal catalog optimization.\
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Over the following six months, we scaled the strategy, developing strong awareness campaigns across all channels, collaborating with the in-house organic social media team for content, and focusing on funnel optimizations to nurture new and existing customers.

Capezio’s digital teams needed a new paid media strategy supporting its sales channels. Facebook and Google ads required more active management, testing and optimization in order to reverse a worrying trend for the brand: poor ad efficiency and flagging conversion rates.

Capezio urgently needed to improve digital ad effectiveness and efficiency to accelerate revenue and customer acquisition.

Capezio dancewear store.

Capezio

Partnering With a Dance Brand to Find Its E-Commerce Footing

Develop and deploy strategies to rapidly improve R.O.A.S., conversion rate, average order value, and conversion volume across three markets: USA, Europe, and Australia.

Through a comprehensive approach to paid advertising over the first six months of our partnership, we quickly met the client's objective. 

Site demand grew, with conversion volume increasing by 89%, aided by site optimizations that lifted the conversion rate from 2.53% to 5.14% (representing a 103% improvement). The average conversion value also grew by 119%. Importantly, these results were achieved efficiently — the R.O.A.S. average increased 127% from prior campaigns. In fact, we achieved these results without increasing ad spend during the initial six-month period, providing Capezio with the flexibility to maintain high margins and establish a profitable customer acquisition channel.

Partnering With a Dance Brand to Finds Its E-Commerce Footing

Our work began by collaborating with the Bombas team to shape its content goals and proof points for social impact. From there, we created a digital storyboard with a design direction that honored the brand’s creative guidelines while also expanding them to heighten audience engagement within this unique storytelling environment.

We progressed to creating wireframes and, after client feedback, designing the site in full.

The client approached Lineout to develop its first-ever Impact Report. The client’s objective was to document the full scale and scope of its support for those affected by homelessness.

Bombas also wanted a visually-engaging interactive digital experience that would educate shoppers, provide transparency to investors and the media, and inspire its community to get involved in homelessness in America.

Bombas Impact Report

Bombas

Lineout Builds Content-Rich Microsite That Socks It to ‘Em

Collaborate closely with internal and external stakeholders to design and develop an interactive microsite that provides transparency, data and in-depth storytelling related to Bombas’s support for homeless people in America. The content and user experience should be accessible and engaging to diverse audiences, shareable on social channels, and optimized for discovery through search.

The objective of Lineout’s Bombas partnership was accomplished by working collaboratively to deliver a polished final product that delighted stakeholders — the client and its investors — as well as global audiences. 

Internally, it stoked the Bombas team’s mission focus and organizational engagement.

We started by understanding the client’s business and marketing goals. Next, we audited the Google Ads account and developed new campaign segments for each of the client’s core services.

We built new service-specific landing pages on a dedicated landing page platform, employing high-converting designs and multi-step forms to improve lead quality.

Over the course of 90 days, we optimized existing campaigns and replaced them with new campaigns, all while maintaining the client’s established volume of inbound leads.

After restructuring the Google Ads campaigns, we observed stronger user engagement and reduced CPL.

We then focused on implementing a new user-friendly website to improve SEO and convey the client’s services in a modern format with a sharper focus on unique selling propositions.

The efficiency of Palmetto Publishing’s lead generation strategy with Google Ads had faded. The client’s legacy agency had not implemented optimizations, and costs were out of line with results.

Palmetto Publishing needed a strategic reboot in order to increase leads generated, maintain quality and improve efficiency.

Palmetto Publishing

PALMETTO PUBLISHING

Rewriting a Book Publisher’s Search Engine Strategy

Reduce the cost per lead (CPL) by increasing conversion volume without significant ad spend increase.

I HIGHLY RECOMMEND THEM TO ANY BUSINESS LOOKING TO IMPROVE THEIR DIGITAL PRESENCE.

Within 60 days, Lineout reduced Palmetto Publishing’s lead cost by 59%, with the average cost per lead dropping to $25.73 from $64.30.

Lineout’s changes to the web experience had a big performance impact — pages converted 67% more often than before (a 9.30% conversion average compared to 5.55%). Not only was the site converting users more efficiently, but it organically produced more overall leads resulting in a 300% increase in conversion volume.

The client also reported lead quality improvements due to the new multi-step form process implemented on their landing page. Furthermore, over time, the efficiencies of lineout’s strategy have remained undiminished while scaling spend 301% as of June 2022.

Rewriting A Book Publisher’s Search Engine Strategy

“I’ve had the pleasure of working with the team at lineout for the past 2 1/2 years, and they have truly exceeded all of my expectations. As a book publisher, it can be challenging to compete with larger companies in the digital space. However, with the help of lineout, Palmetto Publishing has seen a dramatic increase in online visibility and sales.

The team at lineout took the time to truly understand our business and our target audience, and developed a custom digital marketing strategy that effectively reached and engaged authors.

They were always available to answer any questions and provide updates on how my account was progressing.

I couldn’t be happier with the results and the level of service provided by lineout. They have become a valuable partner for us and I highly recommend them to any business looking to improve their digital presence.”

We began by auditing the client’s baseline digital-media strategy, identifying key gaps. To move quickly, we repurposed existing assets while developing new assets for testing across platforms. Next, our partner agency activated influencer campaigns, relaunched the website, and set up digital analytics for clearer attribution.

Next, we launched digital paid media campaigns, shifting the strategy toward awareness-building and retargeting at scale. Concurrently, we rolled out email marketing and additional tracking analytics.

Five months after kickoff, we launched the refresh of goatfuel.com.

After the product’s launch and PR push, G.O.A.T. Fuel’s surge in sales flattened. The brand’s incumbent marketing agency struggled to spur consumer demand, pouring the client’s budget into expensive, low-return advertising.

Without a plan to grow the business profitably, G.O.A.T. Fuel was in trouble as a brand and as an investment to its backers.

 G.O.A.T FUEL

LOYAL TO A LEGEND —DRIVING SALES AND EASING COSTS FOR NFL GREAT JERRY RICE’S ENERGY DRINK

Improve sales performance and marketing efficiency by implementing a holistic strategy and new data analysis tools.

Lineout’s optimizations to goatfuel.com increased sales conversion from 1.20% to 2.77% on average, a gain of more than 130%.

Lineout’s strategy succeeded because of its focus on nurturing loyalty. G.O.A.T. Fuel’s customer lifetime value jumped from $41 to $69 on average in four months. The rate of repurchase for new customers climbed from 18% to 45%. For existing customers, the rate increased from 30% to 75%.

Five months into the engagement, the client’s revenue had increased by 707% without any substantial increase in advertising spend.

Loyal To A Legend —Driving Sales And Easing Costs For NFL Great Jerry Rice’s Energy Drink

G.O.A.T Fuel

We began our engagement marketing two popular sports that drove the business — the N.F.L. and the N.B.A. — using Facebook and Google ads. Our first priority was recentering the strategy and tracking technology around app-install conversion. Next, we built audiences corresponding to different stages of the customer journey and launched corresponding campaigns.

To stretch the client’s media budget and increase our impact, we took every opportunity to lower the average cost per app install (C.P.I.), including partnering with the client’s creative agency to share insights on content performance.

We worked directly with Google to gather insights and research competitors. Subsequently, we enhanced our ad-effectiveness measurements, adding average revenue per user (A.R.P.U.) and customer acquisition cost (C.A.C.) to our optimization framework.

As the success of the business grew, we expanded our efforts, developing a fully integrated digital strategy and attribution methodology that spanned online and offline conversions. This also included deploying Twitter ads, Apple search ads, and fully optimizing the client’s listing in both the Android and Apple app stores in an effort to fuel organic growth and lower the blended C.P.I.

While we tested into new tactics, we continued to deliver results by increasing budgets on our already-proven channels for acquisition, essentially doubling down on tactics that were already working.

In the third year of our partnership, Corstone Capital acquired No House Advantage for $10M.

Only a few months after launching, the founder of N.H.A challenged Lineout to scale his sports book platform through aggressive user acquisition. The client had very limited budgets both for ad spend and management fees, and needed impressive results to attract investors and buyers.

Given the extremely competitive nature of the sports betting industry, several powerful incumbent brands, and the complexities of legal compliance around wagering, this was a challenge like no other.

No House Advantage

DOUBLING DOWN ON WINNERS FOR A GROWING SPORTS-BOOK START-UP

Acquire new app users and grow the N.H.A. Brand

Lineout delivered on the challenge to increase app install volume, with a jump of 497% after 12 months. Using cross-channel optimizations and data insights, the gains were achieved efficiently. 

Click volume increased (by 252%) in line with the click-through rate (that rose 168%), resulting in a cost per install average that was 28.47% lower than the previous benchmark. Beyond K.P.I. performance, Lineout served as a trusted partner to its client during a period of intensive growth and uncertainty, consulting on digital strategies outside of marketing and across myriad channels.

Doubling Down On Winners For A Growing Sports Book Start-Up