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How This Brand Makes $60M/year on Shopify (COMPLETE WALKTHROUGH)

Introduction

Introduction

In today’s episode, we explore how the Shopify brand Jackson made over $ 60 million in 2021 just four years after its launch. We’ll break down the strategies they employed to achieve such rapid growth. My name is Chase Chapel, a digital marketer with seven years of experience helping brands scale their businesses using TikTok and Facebook ads, generating over a billion dollars in sales for clients.

The Genesis of Jackson

Jackson was founded in 2017 by Josh Dimer and Josh Pierce. The idea came to fruition when Josh Dimer’s fiancée wanted to buy him a simple piece of jewelry but found most men's jewelry to be either gaudy or expensive. This led to Dimer teaming up with his friend Josh Pierce, who had just left his role as a marketing manager at Red Bull in New York City.

After agreeing on their vision, they quickly bought a handful of chains, took photos, and launched their Shopify website. This rapid execution helped them climb to new heights, making Jackson the leading men’s jewelry company in the U.S., backed by Odell Beckham Jr. The company expected to surpass $ 60 million in sales in 2021 through their Shopify store.

Action Takers are Money Makers

Action takers are the true money makers in this business. The key lies in executing on the strategies and putting in the hard work. Let's dive into Jackson’s website to discover their marketing tactics and conversion rate optimization (CRO) strategies.

Website Breakdown

Upon landing on Jackson’s website, the first thing you’ll notice is the banner promoting a Father’s Day offer—free engraving. Promoting special offers around specific events or holidays helps attract new customers at lower acquisition costs and retains existing customers.

Top Bar and Best-Selling Products

Their top bar emphasizes “Italian Made Chains” and the “Take Our Chain Style Quiz” feature, along with showcasing 20,000 reviews. These elements aid in increasing the conversion rate.

Structured Product Listings

Jackson highlights their best-selling men's chains right below the banner. Displaying best-sellers first is crucial because they have a proven track record of higher conversion rates. They also use call-outs like “Number One Gold Chain” to simplify the decision-making process for visitors.

No Models in Initial Images

The website shows products on blank backgrounds without models. This boosts conversion rates as the focus stays on the product, not the model’s eyes or face.

Gathering Customer Information

The website also asks for email and SMS opt-ins to capture more customer data, offering 20% off for signing up, which significantly aids in future remarketing efforts.

Shopping by Category and Bundles

Visitors can shop by categories like chains, bracelets, and rings. Jackson also offers product bundles to encourage higher average order values.

New Releases and Media Credibility

Having a “Just Dropped” section entices repeat customers to buy new products. They also leverage credibility by showcasing press mentions in GQ, Men’s Journal, and Forbes, further boosting trust and conversion rates.

Product Page Insights

The product page features multiple images, often without showing faces of models, ensuring the focus remains on the product. Important call-outs like free shipping and pricing comparisons are made to help drive sales.

Ad Strategies

Jackson’s ad strategy is comprehensive, leveraging Facebook and Instagram. They focus on vertical videos optimized for stories and reels, some of the most-watched placements on these platforms.

They incorporate call-outs and annotations that highlight key selling points like “Best Selling,” “Over 20,000 Five-Star Reviews,” and “Pay Later with Shop Pay.” These elements are proven by data to boost conversions.

TikTok Strategy

Jackson's TikTok approach can use improvements. While maintaining visibility is a good start, they can raise engagement by adopting a more organic, raw style suited for TikTok. This shift can drive higher views and engagement.

Conclusion

If you’re feeling overwhelmed, remember that Jackson didn’t start with overnight success. They achieved it through consistent hard work, daily effort, and relentless optimization. They've shown that by taking massive action, overthinking nothing, and always executing, you can achieve remarkable success in e-commerce.

If you want to dive deeper into digital marketing strategies, consider joining our Ads Mastery 1-on-1 Mentorship program to learn how to effectively scale your online business.

Keywords

  • Shopify
  • Jackson
  • Facebook Ads
  • TikTok Organic
  • Conversion Rate Optimization (CRO)
  • Men’s Jewelry
  • E-commerce
  • Best-selling Products
  • Digital Marketing

FAQ

1. How did Jackson start? Jackson was founded in 2017 by Josh Dimer and Josh Pierce. They launched quickly by buying a handful of chains, photographing them, and opening a Shopify website.

2. What are some key website elements that help Jackson? Key elements include banners for promotions, best-seller displays, no models in product images, capturing customer information via email/SMS opt-ins, shopping categories, product bundles, new releases, and media credibility.

3. What are Jackson’s ad strategies? Jackson uses vertical videos optimized for high-view placements like Instagram Stories and Reels. They use call-outs such as “Best Selling” and “Over 20,000 Five-Star Reviews” to boost conversions.

4. How can Jackson improve their TikTok strategy? Jackson can improve by creating more raw, organic content, which aligns with TikTok’s style. Engaging videos like founder stories, use cases, and addressing comments can significantly boost engagement and views.

5. What is the importance of action in building a brand? Consistent daily effort and taking massive action are critical. Jackson’s success is a testament to the power of relentless execution, gradual optimization, and adaptation to market feedback.

6. How can I learn more about scaling an e-commerce business? Consider joining our Ads Mastery 1-on-1 Mentorship program or follow Chase Chapel on Instagram for more insights into effective digital marketing strategies.

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