Tripling Trackable Online Sales for Premium Tequila Brand Through eCommerce Market Testing
- eCommerce
- Food & Beverage
Santo Spirits, founded by celebrity duo Sammy Hagar and Guy Fieri, produces super premium, certified additive-free tequila with a commitment to traditional craftsmanship.
3x
trackable monthly order volume after implementing test findings
18%
improvement in cost per click (CPC)
19%
improvement in click-through rate (CTR)
Challenge
Missing Their Digital Audience
Despite strong in-store retail performance, Santo's website wasn't achieving its full potential for online sales. They needed to identify their core online audience and develop messaging that would resonate with potential customers to drive eCommerce growth.
The difference between guessing and knowing is data, and CleverFunnel's discovery process eliminated all guesswork from our digital marketing. What impressed us most was their systematic approach to testing, which revealed nuanced insights about our customers that we never would have uncovered otherwise. Now we have a clear roadmap for connecting with our ideal customers, backed by real data about who they are and what messaging resonates with them.
Solution
Data-Driven Market Discovery
We started by asking a series of fundamental questions:
“Who is most likely to purchase Santo tequila?”
“What do customers like best about this brand?”
“What kind of messaging do customers respond to?”
We deployed our signature Persona-Driver-Message (PDM) discovery process—a systematic testing framework that simultaneously evaluates multiple audience segments, value propositions, and messaging variations.
By running dozens of controlled tests across different variables, we gathered concrete data about which combinations of audience targeting, brand messaging, and creative elements would most effectively connect Santo with their ideal customers.
Through methodical eCommerce market testing, we identified:
- Our Primary Audience
We learned the age, location, and general preferences of Santo’s primary buyer, enabling us to customize their ads and better allocate their budget. - Which Channels to Advertise On
Through testing, we identified the optimal blend of digital ad channels, as well as how to best utilize each channel for Santo’s sales funnel. - Top-Performing Drivers
We learned what value propositions most resonated with their audience and which weren’t as compelling. - Effective Messaging & Imagery
We also discovered what combination of copy and imagery was most likely to lead to a purchase.
After testing concluded, we packaged our findings in an enablement doc that served as the point of truth for digital advertising efforts going forward. We also worked with their web team and eCommerce teams to enhance trackability, allowing us to better measure and optimize the actual sales volume each month.
The client also retained our digital advertising services so we had the opportunity to implement these findings over the coming months, with outstanding results.
Results
Tripled Monthly Orders
The implementation of our PDM-driven strategy along with improvements to sales monitoring led to significant improvements in their campaign metrics, as well as overall revenue data. Monthly orders more than tripled on the website. Cost per click decreased by 18%. Click-through rates improved by 19%. And conversion consistently improved each month.
Overall, our eCommerce market testing revealed crucial insights about Santo's digital audience and messaging effectiveness, enabling a more focused and efficient marketing approach. The dramatic increase in monthly orders demonstrated the power of data-driven audience targeting combined with optimized messaging, providing Santo with a scalable model for continued growth.