Results
Total Site traffic November: 252,482
Identified Traffic (ID Tag) November: 82,982
Avg. order price: $80.49
Percentage of Revenue from Email: 22%
ROAS from Untitled ID Tag: 6.8X
Departments
Marketing Team
Overview: Toadfish Outfitters is an eCommerce brand that specializes in sustainable and innovative outdoor and kitchen products. They use Shopify Plus to monitor website sales, and marketing efforts to drive traffic to their site including Klaviyo, Facebook, Google Ads, Google Analytics, native retargeting, display and YouTube advertising.
Obstacle: While using multi-channel marketing tools is recommended and well-rounded in approach, they needed a solution for data unification among their multi-channel strategy, especially collecting and identifying customers who landed on their page but did not check out. Bringing in sales via the direct-to-consumer website and identifying leads is critical to their e-commerce success. Their KPI focus is Return on Ad Spend (ROAS), or the amount of revenue earned for every dollar spent on advertising. By using multiple features within the Untitled platform (notably the Untitled ID Tag, Enrichment, Audience Builder, and Page Path Insights), they can monitor and capture all leads to their site, and evaluate the best channel for these individuals to enter a retargeting campaign.
THE SOLUTION
Utilizing Identity Resolution through Untitled ID Tag.
The CMO, Thor Rhodin, focuses on retargeting potential customers who did not make it to checkout. A key channel for this marketer is email retargeting. Having emails through the Untitled ID Tag gives him the necessary data to market to lost customers and not increase overall email marketing costs as it is not specifically a paid channel. As long as the ROAS is positive, the tool is a valuable asset for the Toadfish marketing mix, allowing them to market to new customers and upsell historical customers as Toadfish develops new product lines and collections.
THE RESULTS
Shopify Conversions with the Untitled ID Tag at Profitable ROAS.
Below is a comparison of the results the Untitled ID Tag provided to Toadfish over a 30-day period:
Google Ads Results Without the Untitled ID Tag:
- Klaviyo ROAS without Untitled ID Tag: 3X
- Used Google Analytics to get topline information on site traffic
- Attributions on existing shoppers in Shopify only
- Lookalike audiences sourced from Shopify customers only
After Implementing the Untitled ID Tag:
- Klaviyo ROAS using Untitled ID Tag: 6.8X
- Attributions and unique visitor information on hidden shoppers and net new shoppers
- Lookalikes expanded due to 60% of visitors being identified
- Total Spend: $2,500 / month
The Results for Toadfish After Implementing Untitled
The Untitled ID Tag catches qualified leads from the Shopify-hosted website who are interested in Toadfish products. Beyond this, Untitled allows Toadfish to filter based on the last page visited and referrer URL, and build and save audience lists based on buying behaviors. Here is a quick snapshot of the results:
6.8X
ROAS after 30 days
~40%
of website traffic identified by Untitled
22%
of revenue generated by Untitled audiences during this period
How Untitled Works for Direct-to-Consumer Businesses
Most of the traffic your DTC brand pays for leaves without ever giving you an email, and Untitled closes that gap by identifying those anonymous browsers, matching them to real people, and pushing them into Klaviyo and Meta so the spend that brought them in has a second chance to convert.
Different ways Toadfish used Untitled data to close more deals:
- Import net new leads into Klaviyo email automation flows for top-of-funnel and bottom-of-funnel email nurturing.
- Uses the Enrichment feature to understand how their website visitors relate to customers in their Shopify store.
- Build audience lists based on buyers who have previously purchased and those visiting the site for the first time.
- Understand demographics to create lookalike audiences.
- Filter to Top Pages for hyper-targeted content.
