You Flew Here. We Grew Here.

Founded in 2011 by two Florida friends and natives, Flogrown was born from a love for Florida and the unique environment it offers. Floridians are proud that they can surf in the morning, fish in the afternoon, and be in the mud by campfire that night. That passion for surfing, hunting, fishing, and mudding, differentiates locals from tourists, resonates with its niche audience, and is the core of “The Flogrown Lifestyle”.

The Challenge

Flogrown looked to expand on its existing Direct-to-Consumer channel through increased eCommerce sales, new customer acquisition, and improved website conversion rates. They wished to have a better understanding of their audience/customer intent, in conjunction with data-driven strategies to provide insight for future campaigns and industry trends.

How I Helped

First, I organized and implemented email lists and consumer purchase histories into variable-data email campaigns and created on-site messaging/pop-ups to expand Flowgrown’s client lists. Second, I conceptualized, designed and published email templates with featured articles and promotions, along with focused emails using data analytics to monitor cart/browse abandonment. Third, I redesigned product landing pages and UI/UX flows on their website and implemented cross-channel, dynamic display ads to drive the message home.

Targeted Email Campaigns

Just before launch of the redesigned website, I worked with the founders of Flogrown to organize and implement email lists and consumer purchase histories into variable-data email campaigns. I conceptualized, designed and published email templates with featured articles and promotions, along with focused emails using data analytics to monitor cart/browse abandonment.

Product Page &
UI/UX Design

After analysis of Flogrown’s website, I realized that many of the site visitors were lost in the browsing/checkout process. To reduce abandonment and attrition, I updated their home page design, and created on-site pop-ups and forms to funnel sales/create lists.

In addition, I completely overhauled Flogrown’s product pages and streamlined the checkout process to provide more options to consumers- along with a faster, more user-friendly experience.

Programmatic Display Campaigns

I conceptualized and designed on-brand creative assets and programmatic display ads, and implemented multi-variant testing to maximize results. I also leveraged partnerships with platforms (such as AdRoll) to maximize sales and ROI- based on website visitor segments and on-site user behavior. This also included weekly reporting on media spend, impressions, clicks/traffic, engagements, orders, sales, etc.