Fizzy Whiz

Fizzy Whiz is an online retailer selling a vast range of wholesale supplies — fragrance oils, mica pigment powders, dyes, essential oils, wax and much more — for people to make their own beauty, bath and body products at home. They mainly supply small business owners who create their own candles, wax melts, bath bombs, soaps, shampoos, conditioners and cleaning products.

The client came to Castle looking for help maximising their sales and achieving consistent growth through ads. To do this, they first needed a new and improved website with better functionality and usability for a better user experience, to increase conversions. They then wanted help with their email marketing campaigns, and running social and Google ads to target new audiences and maximise sales.

To improve the site functionality for users and maximise conversions, we designed and developed a brand-new Shopify store for Fizzy Whiz. Previously they were on WooCommerce, but we built the new site on Shopify as it had much better functionality for them as an ecommerce brand.

We focused on improving the UX, so the new site had a much cleaner design and was far easier to navigate. An improved navigation bar and product filtering system made it much easier for customers to find what they were looking for, and quicker for them to check out. The site also had a much faster loading time and better usability, with cross-selling functionality installed to encourage further sales.

After we made the necessary site improvements and launched the new website, we focused on generating more sales by increasing awareness through targeted Facebook and Google ads. We also manage their email marketing, which encourages customers to repurchase — increasing the returning customer rate on the site and maximising sales without extra spending.

Last month, sales increased by 82% month-on-month, while sessions increased by 41%. Our site improvements have led to a 24% increase in conversion rate in the past month — which is why sales increased twice as much as the sessions did.

We set up several social ad campaigns on Meta to promote Fizzy Whiz and its products to a larger audience. For these campaigns we run several different strategies. One targets those who are tired of the 9-5 grind and want to start their own small business or side hustle to make extra money. These ads promote products like the starter kits, which let people make their own products from scratch at home, and the assessments, which allow people to legally sell their products in the UK and EU. That then follows with access to supplies, where people continue to order what they need for their business.

We use a variety of creatives, including static ads showcasing specific best-selling fragrance oils and different products, as well as videos showing what is in the kits and how to make your own products with them — demonstrating how easy the kits are to use at home. The ads across the account perform extremely well, with an average 10.41:1 ROAS on the account.

Testing the audience, not guessing it

We test the ads across different audiences to see which performs best, and continually refine them to ensure the best possible results. Fizzy Whiz has a large and extremely engaged community on Facebook. We use that group to help inform our targeting, creating lookalike audiences so we can reach more people with similar interests who are likely to purchase.

We have also set up an engagement ad to drive people to join the Fizzy Whiz community on Facebook, as it is a high-intent audience, and growing it gives us a wider pool of people to market to consistently. People in the group get exclusive offers and are first to know about new products and discounts. This ad helped increase the community from 18,000 to 21,000 people in just 8 weeks, driving more new users to the site. In the last 60 days, Google Analytics reports the site has had 37,000 new users.

Five copy variations, five hooks, then let the AI pick

On each ad we test the copy, inputting five different variations, and test the hooks, again with up to five variations, then let Facebook’s AI push the most effective copy and hook alongside the creative. We set up manual ads as well as Advantage+, and conduct thorough A/B testing to ensure the best possible ROAS and CPA. Consistent testing has shown us that video ads work better for selling the kits, and static ads work better for fragrance oils.

The how-to style videos perform well, because they show how easy it is for people to make products at home that they can then sell — which is exactly what the audience we target wants. Below are four of the top performers across different campaigns, where we tested different audiences and ad copy.

11.40:1 ROAS · 6-in-1 cleaning kit, video ad

16.86:1 ROAS · Bath bomb kit, video ad

14.96:1 ROAS · Ice Pixie fragrance oil, static

15.01:1 ROAS · Vacay Vibes fragrance oil, static

Our social ads have led to a 65% increase in sales through social over the past 7 days, and a 135% increase in sales through social last month.

To drive more people to the Fizzy Whiz site and generate increased sales, we set up pay-per-click campaigns on Google. These have been very successful in generating increased revenue — year to date, they have run at a 9.65:1 ROAS.

The campaigns include Performance Max shopping campaigns, which display Fizzy Whiz products in the Google Shopping bar when people search for relevant products, and display campaigns that retarget customers across different sites with static and video ads once someone has interacted with the brand. We have also set up search campaigns that ensure the Fizzy Whiz site appears at the top of results when people search for the brand, other relevant terms, or specific products.

Email marketing is another area we manage for Fizzy Whiz, and it performs well. In May we saw a 269.55% increase in sales through email compared to the previous month. That included a 145.67% increase in click-through rate and a 6.07% increase in open rate. The following month’s open rate increased by a further 56.98%, and the click-through rate by 309.89%.

We have spent months building up the database for this client and implemented automatic flows that customers enter based on their interactions with the brand. Abandoned basket emails go out automatically at set points when people reach checkout but do not purchase, reminding customers what is in their basket and encouraging them to check out before it sells out. There are also welcome flows for new mailing list sign-ups, with a discount to encourage a first purchase.

We have designed all the email campaigns and A/B tested designs, copy, subject lines and preview text to find the best performers. The strategy builds excitement for new product releases, pushes discounts and offers, and incentivises customers with free gifts and competitions.

Our email marketing has helped increase the returning customer rate across the site. We use email to upsell to customers who have already purchased: for those who bought a kit, we can follow up with the assessment they need to sell their products legally, and the supplies needed to keep making them. It is a reliable way to generate more revenue from existing customers.

We also regularly run competitions and giveaways through email, encouraging customers to purchase to receive a free gift or to enter a prize draw. Knowing they are getting something for free, or could win something, is a real driver of sales.

As a result of our email marketing, combined with effective retargeting ads, the returning customer rate on the site has increased by 34% in the past 90 days.