“Tim was wonderful to work with. He really helped us better understand our numbers so we could run a data-driven marketing operation. Tim’s work led to tremendous growth for our organization.”

Alison Lumbatis, CEO, Outfit Formulas

Situation: For the past decade, Alison Lumbatis and her company, Outfit Formulas, have been offering outfit plans and guidance to busy women wanting to look their best every day. In 2023, they faced the challenge of migrating from an info-product business selling individual guides to a subscription-based business that charges a monthly fee. 

Solution: To hit their business goals, we needed to dial in their conversion rates in a few key areas. First, we needed to improve the percentage of social media followers we got onto their email list. From there, we needed to improve conversion from email list to purchase. Then, we needed to increase reach and visibility to pour gasoline on the fire. 

Execution: We started by overhauling their biggest lead driver, a “what to wear today” quiz that performed well on both search and social. We optimized the quiz for conversion and added more variable results on the backend to bolster user experience. From there, we revised their new subscriber email sequence to improve purchase conversion and introduced weekly email campaigns focused on driving revenue. Finally, we pivoted their social media to focus more on short-form videos on Instagram Reels and TikTok to increase reach and push more members of their ICP into the quiz funnel. 

Results: All of these changes added up to fantastic results. Over the course of a year, we doubled the size of their email list, paid subscribers, and social media following. We also dialed in their results and budget, ensuring a profitable foundation moving forward. By the end of our engagement, they were ready to pivot into the next phase of their business—a mobile app to help women look their best every day.