GHIA
Ghia revolutionized the non-alcoholic beverage market with premium aperitifs inspired by Mediterranean culture. Founded by Mélanie Masarin, Ghia offers sophisticated alternatives to alcohol with signature bitter, botanical blends made from pure, natural ingredients.
Project Overview
- 9 Months Project Duration
- 16 Flows Automation Flows Implemented
- 5 KPIs Key Metrics Improved
- Complete Email Marketing Transformation
The Challenge
Critical Metrics Below Target:
- Pop-Up Opt-In Rate: 1.3% (46% below industry average of 2.4%)
- Welcome Series: 2.3% conversion rate (target: 4%)
- Overall Flow Conversion: 1% (target: 2%)
- AOV: $62 (target: $92)
- Subscription Business: No dedicated automation flows
Critical Issues Identified:
- Legacy popup had 70% drop-off rate between steps
- Outdated welcome series failing to convert
- Incomplete customer journey automation
- No subscription lifecycle management
- Underperforming conversion optimization
The Results
Optimization Success:
- Eliminated 70% popup drop-off rate
- Achieved industry benchmark opt-in rates
- Built complete customer journey automation
Business Impact:
- Comprehensive subscription lifecycle coverage
- Significant revenue increase from same traffic
- Foundation for continued optimization
