Hi there,
Welcome to the 21th edition of "State of anew sleep".
Every month, I share snippets of what I (and the team) at anew sleep are working on behind the scenes.
Here's what's kept us busy.
Time for a change (affiliate)
We've decided to switch from our trusted affiliate platform (Partner ads) to a new one. We've been using it for a few years and saw incredible growth. Some of it was due to the partners available, but most of it was due to our outreach work.
Affiliate has been a valuable traffic source for us. It helped us dominate Google for the "best [product]" queries that people search for.
For example, you can see our weighted blanket.
But lately, things haven't been growing the way we'd like.
Traffic isn't what it used to be, and neither are sales. We realized we were leaning too heavily on search and missing out on other channels that could bring in quality traffic.
The new platform goes live in October. We're hoping it'll help us diversify our traffic sources and pick up momentum again.
anew sleep birthday campaign
This September, anew sleep turned 3 years old.
Other than slashing prices for some of our bestsellers, we ran a tiered "buy X and get Y" campaign where buyers earned more gifts the more they spent.
The result of this initiative was quite surprising. We had:
- 19% growth in AOV
- 40% growth in ROAS
Sometimes discounts aren't the answer. Rather, being creative with your offers can boost both ROAS and AOV without racing to the bottom on price.
We offered consumables (nose strips, mouth tape, etc.) in the first tier to encourage repeat purchases. And it worked. People who got the tier 1 gifts came back to buy more.
We'll definitely be running something similar again, so stay tuned for how it performs.
Conclusion
Thanks for sticking around this long. I will be doing this every month. If there's something specific you want to hear about in these updates, shoot me a message on LinkedIn.
See you in a month.
