Case Study: 13,000% Increase In Traffic
- Ver Original
- Outubro 2º, 2013
Alright, I haven’t seen anyone else in my circles attempt to review this yet, so here it goes…
I know what you’re thinking – “Is that safe for work?”
PooPourri is the viral video marketing sandstorm that has recently swept the web.
Now I know I’m using a lot of words that are pretty indicative of exaggeration, but rest assured, I’m being completely serious.
This is a recent news snippet on their site:
Yep, you read it right; a 13,000% web traffic increase.
Okay, so what could they have possibly created that achieved this gargantuan level of success?
Toilet spray that eliminates all traces of bad smells after we do our business…
Even though we have products like Febreze – or simply matches, PooPourri is incredibly innovative for their natural ingredients and practical function of “before you go” spray.
Alright, so we can check off innovation (which is essentially the life-force of products, you know, the whole reason they exist!).
Now we pass it off to the marketing team.
Alright, let’s break it down into 3 simple parts:
- The Video
- The Website
- The Social
This video was directed and written by Joel Ackerman, and it has received 11 million views and counting!
The nature of this video is pure entertainment.
Joel has focused on the humor of these relate-able real life scenarios – as absurd as they may seem – with scattered hints of promotion.
The video serves multiple purposes, such as:
- traffic increase (because of associated links to the PooPourri site)
- social media storm (because…umm…did you watch the video?!)
- brand identity differentiation (instantly separates their brand from any competitior by a long shot)
PooPourri’s site is one of the best landing pages I’ve seen all year.
Let’s start at the top:
Visually remarkable and organizationally simple, there’s no questioning the expertise of PooPourri’s designers. If the video and social proof isn’t enough, we can see the 4million+ sold counter, which is a HUGE SIGNAL.
Next up, in just 2 steps, we learn how it works:
It’s fun, easy to comprehend, and flows right into authoritative social proof:
This is actually followed by more social proof (Amazon Ratings and Reviews) and leads into YouTube Reviews (below).
Aside from the homepage and the simple products categories, the site is incredibly simple. Product descriptions are short, concise, no fluff.
An important thing to note about the website is one of the tabs, “Wholesale Login” – which redirects to their wholesale product directory.
This is one of the primary contributing factors to hitting that 4 million sold count.
They’ve made their wholesale site extremely simple to navigate as well and have filtered their products into categories such as “travel” :
Since the website is their essential “face of the company” we can tell they’ve invested a lot of time, energy, and thought into the development, design, and execution of every facet.
The PooPourri marketing team has done a stellar job following up with and recognizing everyone who sends them mentions/praises.
They’ve cleverly placed a display case of YouTube PooPourri reviews from a diverse set of YouTubers. This is a super-smart marketing motive and fuels a stream of social engagement.
Think about bloggers who make a living doing reviews.
They’re swarming this opportunity because they can capitalize on exposure which means more $Ads.99
The Brains of the Operation
Suzy Batiz marks the title; CEO Scentsible, LLC dba Poo~Pourri, and majored in marketing and management at Arkansas State University.
You can read a full interview with Suzy conducted by Examiner here.
Throughout the flow of the PooPourri homepage, we see the “Order Now” button 9 times.
We might think 9 times is overly redundant, but online in this fashion it’s more of a convenience factor than someone yelling “BUY NOW” in your face 9 times.
This is a rather popular organizational/conversion design practice – decorating long-form content with the same call-to-action button.
Maybe it’s just subliminal messaging, maybe it’s the convenience factor, or maybe it’s a bit of both, but this is proven to increase conversions.
PooPourri has taken advantage of their viral success and incorporated additional products such as ShoePourri:
We also notice the “Holiday” and “Pets” categories, signifying the Pourri company has much bigger plans than poo!
I’m sure they’re doing (or have already done) A/B testing and would love to see something like that published in the future.
Lastly, I think PooPourri has really set the stage for what constitutes outstanding marketing.
They are definitely in the same league as the DollarShaveClub and I wouldn’t be surprised if future products followed their business and marketing model.