- Callaly, Callaly .
How do you say it?
I don't know,
but what I do know is that they are direct consumer brand
selling period products,
and they have a subscription component
to their business as well.
And if there's one thing us ninjas love
it's a direct consumer brand
with a subscription component to their business.
In this video, we're going to be looking
at the digital marketing behind their growth.
Three things that they're doing well.
And three things where there are room for improvement
as well,
cause this is a hashtag no cut tear down.
There are no edits.
I give myself one take
and one take only to get all of this right.
Just to add a little bit of pressure.
So firstly, let's look at the three things
that they are doing really well.
This is a beautifully designed business.
The design is stunning.
Now first impressions are so important with direct consumer
and particularly if it's an unknown brand,
it's a real shortcut to building credibility with a
customer.
Well, unfortunately for these guys at Callaly,
they have really well-designed website.
They have beautiful product photography,
it looks stunning and that gives them
loads of credibility immediately.
So, not only do we have lovely product photography,
we have pictures of people with the products.
We have a really nice looking videos as well.
This extends through onto their social channels.
Here's their Instagram page,
really good looking images.
They also have a fantastic body positivity, body confidence,
message which runs through this as well.
So that is a huge tick and gets them off to a great start.
The next thing that they're doing really well is they have
great potential with some of their content.
Here is a video, which they ran on Facebook,
which has 3.2 million views.
It's a lighthearted look at
women's products from the 1930s.
Great, fun, really entertaining,
adds some interest and personality to the brand.
However, we start to see a few chinks in the armour here
because we actually don't have too much
mention of the Callaly products to the extent
where potential customers are actually saying,
actually show us your products in the video.
Kind of help us sell us a little bit more.
And we also have people saying things like
I tried to buy from you
and I couldn't find it, whatever.
And nobody's replying to no one's helping them out.
So a little chink in the armour there.
but great potential with this.
And it's a really good idea to have that sort of
entertaining video content
that you can push out and introduce people to the brand.
So another big tick.
The next thing that they're doing really well
is they have some great kind of initiatives
to build community and to build conversation
around what they're doing.
So here's a piece which I never thought I would be,
be talking about in our videos,
but we need to talk about vulvas,
and this is all about body positivity, body acceptance,
and it's fantastic, great idea,
and actually pretty well executed.
They've got a sculptor to work with different Vulvas
and the messages basically, everybody's different.
What you've got is absolutely okay.
Which is a phenomenal message
and will really resonate with people.
It's had some shares on social,
It's got some people talking,
but another little chink in the armour,
the engagement with there seems
to have kind of peaked at the time of publishing it
and then it's really dropped off
and it doesn't look like they've kind of chunk this down
and use their ongoing in any sort of meaningful way.
They have a subscription at the bottom where you can sign up
on an email list
it's really, really far down,
but you can sign up on an email list to pla
You pledged to call a volver vulva
and then, you know, you sign this pledge,
but only 148 supporters have done it.
Now, I don't know how much this whole thing costs,
but I imagine it wasn't cheap
and I also imagined that I'd probably have wanted more than
148 email subscribers.
Now, two things that they could have done immediately.
firstly, they could have put this
way further up the page,
you saw how far I had to scroll down on desktop
or mobile, it's staggering.
The other thing that they could probably do,
is make it optional, whether you actually post your name
because this is maybe, maybe it's, maybe not
the sort of thing that you might want
your name published on the website.
So who knows, but anyway, good idea.
There could be room to execute this even better.
So those are the three things that they're doing well,
we've got a really nice design across the site,
across product images.
That's all great.
We've got great potential ad content with that Facebook ad
that had loads of views
and started to get some engagement.
And then we had this PR focused kind of mission-driven
piece, which could have been a fantastic platform
to build more visibility around Callaly as well.
The things that need work.
And there's actually tonnes of potential with this business.
First up, organic traffic.
This is a business that isn't generating a huge volume of
organic traffic.
We can see, it looks like around 1400 search visitors
per month in the UK similar sort of number in the US
now there's opportunities here.
The first opportunity is to rank
for the sorts of terms that
they're actually selling for,
you know, period box.
But the trouble is there's relatively
low search volume for that, only 720 searches per month.
So even if they're absolutely dominating for those searches,
they're still not going to get a huge amount of traffic.
Now it's interesting in the US,
actually, there is more awareness around
that type of thing.
Period subscription box has 1900 searches per month.
So two and a half times
and then we've got p pre period box subscription.
Also a wai oh, that's the same term,
but you know, much higher search volume,
but they're not ranking anywhere near.
See, I told you this was no cut.
They're not ranking anywhere near as prominently positioned
18 stone posit, Page two.
Thinking We're getting very,
very small amounts of traffic there.
So this is a challenge for them.
How do they get organic traffic given the awareness for
what they're selling via subscription?
At least there isn't a huge desire for,
there isn't a huge awareness about yet.
Well, fortunately they do sell a
non-subscription options as well,
They do sell that you could target phrases like
organic tampons, organic period products,
and these do have much higher search volumes.
So there is loads of opportunity to increase the organic
visibility of those sites by targeting the sorts of phrases
that do have good search volume around them.
Okay.
The next thing that they could be doing better is all around
the navigation, particularly in their shop.
Now I've got a few issues with this
and I'm going to go through them in order.
So first thing ,
on their website,
you've got the shop now section
and the shop and the main website feel very,
very cut off and very, very distinct.
The shop now section,I'd love to see a mega menu
and expanding menu, which would help me
make a choice about products without having to click
through to this shop page
because this shop page, isn't that great.
Having a mega menu would make it really easy
for people who are coming here,
they're just coming to reorder
or they're coming because they know what they want
to just find the products that
they want really quickly without
having to rely on page loads.
Unfortunately though, we're forced to go
through the shop page,
which if it's an absolutely killer shop page,
that takes us straight to the thing that we need.
That's fine,
but I do have some challenges with this as well.
Now the first challenge is that we are prioritising the
mixed product boxes.
Now the downside of that is I can land on this page
and think that this is all that they do.
And if one of these doesn't look right for me, I'm gone.
Now, if I'm just getting started with this,
that might not be the option that I want.
I've got loads of questions about these,
not just because, I'm not a hundred percent familiar
with the products, but I also don't understand
how the volumes scale,
for example, the small pair of care box has 4, 6, 4, 6.
The large pair of care box has oh, 8, 12, 8, 12,
and then the middle one has different ratios of each.
So I don't understand why
the ratios change between each box.
It doesn't seem logical for me.
Now, if you scroll down the page,
you'll see you can actually build your own box.
So that might be a better way of doing it.
But by far, the product option I would expect to be most
popular for them would be a single product boxes because
often people will have one solution to particular product
pro problem, and they tend to stick with that.
And they're looking for a direct replacement to the thing
that they used to.
So this might be a good gateway purchase in order to then
sell people onto full boxes later on.
So if I were them,
I would be either prioritising visibility for single product
boxes on this page,
or just simply reducing the amount of spare space of white
space on this page.
And making sure that a visitor who lands on this page can
see all of the different product categories and they can
choose the one that's most right for them at the moment.
There's a lot of hunting required in order to
firstly, just get the lay of the land
and understand the different
things that this business sells
and then find the one that's
most relevant for you.
So I'm really not a fan of this at all.
The third issue. I,
the fourth issue,
sorry I have with their product navigation,
their shop navigation is that there are no breadcrumbs on
this page.
So if I want to go back and remember,
I'm going to be hunting through
to find out which one is right for me,
if I want to go back to the shop page,
I'd have to click shop now,
or I have to browse back.
It'd be much better for me to be able to see
a hierarchy of where I am at the top of this page.
So I could click back in that hierarchy
to find the right place for me.
So I don't have to kind of go back to the start each time.
So I think there's loads and loads of opportunity here.
Now the third thing that
they really could do with taking to next level
is by far the biggest of anything here.
Now, I don't know if you're like me, but when you,
when I saw this homepage,
I wouldn't be surprised to see that this was a business with
millions of followers on social
and a huge amount of social traction.
It has so many elements of a business that should be great
on social,
whether it's the design
or the body positivity message,
or the fact that these products
appeal to a huge percentage of the world's population.
But that's not what you find
when you check out their social channels.
For example, Instagram is the one
that has the most followers I think, 16,300 followers.
Okay.
I mean, it's, it's a start,
but you would expect more for a business like this.
One of the reasons they don't have huge following is,
look at the number of posts that they are making.
This has steadily declined over time.
So since the start
or since December, 2019,
when they post 29 posts in a month,
it's just continually dropped to the extent.
now, where September 2021,
they posted three times
on their channel.
It's almost as if they've just decided
social is no longer a priority,
which for a business like this is crazy, crazy, crazy.
This is a business that needs to maintain
and accelerate visibility.
We saw, for example, how Fashion Nova,
they are posting 30 times a day.
I'm not saying that this is right for this business,
but they've done that to build a huge following.
Consistency is key.
You will not break through on three posts a month.
Their Facebook page, even worse.
Despite the fact, while they've got two and a half thousand
followers, but look at how frequently they are posting.
2nd of June, 2nd of February,
9th of December,
when filming this on the 19th of October.
So that's
what
four posts,
three, two posts this year,
two posts in the whole of the nine
and a half months we've been through this year.
That is mad.
Now I know the organic reach is dead.
boost the post, they're making valuable enough
that you can justify boosting them.
But this is a business that should be communicating
with it's audience on social
because there isn't a huge search volume
for the subscription side of things.
So they have it
three things that they're doing really well.
The design,
a great potential on some of their Facebook ad content,
the implementation wasn't a hundred percent there,
which may be why they've now given up on it.
And the third thing,
the great potential with the PR focused initiatives,
again, could have been a little bit better executed.
The three things that need work,
organic traffic,
absolutely should be a huge source of traffic
and business for this business,
both UK and US.
Navigation in the shop, we've got to help people
find the products that they need.
We need to make this as easy
and friction-free as possible.
And then finally, social media,
this needs to be a social native business.
So hope you found that useful.
If you want this sort of tear down for your business,
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and digital marketing review from the team here,
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