DOMMA is a women-owned wellness model, based by Cristina Martínez and Mireia Roca in 2020. The Spain-based firm focuses particularly on womens’ well being as they progress via their menopausal years. With WooCommerce Subscriptions, DOMMA has constructed a strong subscription-based enterprise with over a thousand subscribers and seen a outstanding 350% year-over-year development in 2023.
By integrating their WooCommerce retailer with Google for WooCommerce, DOMMA successfully reaches ladies looking for menopause options. DOMMA leveraged Google Efficiency Max campaigns to extend web site site visitors by 79% and conversion worth by 139% year-over-year. Watch this quick YouTube video to listen to the story instantly from DOMMA’s founders:
With a neighborhood of over 100,000 ladies and a devoted workforce working from Barcelona, DOMMA continues to advance its mission of breaking the taboo round menopause and offering important help to ladies throughout this significant life stage. Woo and Google met with DOMMA co-founder Mireia Roca to be taught extra about their work and success.
Industries: Healthcare, healthtech, vitamin, private well being, ecommerce, femtech
Use case: Subscriptions, neighborhood, elevated site visitors and conversion
Key merchandise: WooCommerce Subscriptions, Google for WooCommerce
Language: Spanish
Key outcomes:
- Achieved 350% YoY income development in third 12 months of enterprise.
- 79% enhance in site visitors and 139% enhance in conversion worth with Google for WooCommerce.
- Leveraged their WooCommerce web site and Fb to construct a neighborhood of over 100,000 ladies.
Different merchandise used:
“We launched a women-centered resolution (our audience) in a really uncared for market, addressing an evident want. We grew quickly as a result of we have been capable of create a big natural neighborhood with excessive engagement, the place we shared a number of instructional materials about menopause via knowledgeable well being professionals. We positioned ourselves as the primary to overtly and naturally focus on menopause, with out taboos, changing into the subject material consultants.”
— Mireia Roca, Co-Founder & Co-CEO, DOMMA
We sat down with Mireia, who serves as co-founder and co-CEO, and the Google workforce to be taught extra about DOMMA’s story and the way they’ve used WooCommerce together with Google Efficiency Max campaigns to develop the enterprise.
Cristina and Mireia have been coworkers at a startup once they first developed the concept for DOMMA. Cristina was experiencing early pre-menopause, and located a widespread lack of expertise and details about the signs she was dealing with.
The identify DOMMA was impressed by the Latin domina, which suggests highly effective girl. DOMMA presents a spread of nutraceuticals that assist ladies alleviate the assorted signs of menopause attributable to hormone imbalances.
Their merchandise are pure, with out hormones or artificial chemical substances, and the corporate presents a neighborhood and training to help their clients.
DOMMA formally launched their first merchandise in October of 2021, after constructing a powerful neighborhood, beginning their web site, and publishing a wealth of instructional content material.
Cristina was clear about content material being an necessary a part of their development: “We grew quickly as a result of we have been capable of create a big natural neighborhood with excessive engagement, the place we shared a number of instructional materials about menopause instantly via knowledgeable well being professionals.”
“We positioned ourselves as the primary to overtly and naturally focus on menopause, with out taboos, changing into the subject material consultants. This, mixed with the confirmed effectiveness of our therapies (scientifically demonstrated and with actual testimonials), has led extra ladies to start out a plan with DOMMA to alleviate their menopausal signs and enhance their well being throughout this life stage. Most significantly, loyal clients that come again month-to-month to proceed their remedy.”
The content material and neighborhood is essential to their model: DOMMA takes an built-in strategy to supporting their clients. For his or her workforce, it’s not nearly offering one of the best merchandise; it’s additionally about supporting ladies via their complete menopause journey, offering them with the neighborhood and sources they should greatest handle their well being.
Gross sales picked up in 2022 once they started promoting with Google for WooCommerce, and in 2023, they grew by 350% 12 months over 12 months. The DOMMA neighborhood now consists of over 100,000 ladies, with 6,000 clients and over 1,000 present energetic subscribers.
For DOMMA, WooCommerce is a platform that requires minimal upkeep, eliminating the necessity for a technical workforce. “This permits us to scale back growth prices and spend money on paid advertising and branding, which has been key to our development,” Cristina shared.
DOMMA’s Woo retailer supplies 99% of their enterprise, with a deal with subscriptions, which account for a lot of their recurring income. And that is just the start. In Spain, they’ve begun to promote in some pharmacies and well being retailer retailers.
Cristina selected WooCommerce due to her familiarity with the platform: having labored with Woo and WordPress for a few years, with many various merchandise, she was very glad with the platform’s performance and had acquired a excessive stage of experience. Cristina initially constructed DOMMA’s web site herself, although ultimately employed a guide for the extra technical components.
“WooCommerce is a platform that permits you to be on-line rapidly,” Cristina shared, “with design and value custom-made for the consumer. It permits you to embody completely different fee choices with only a single click on and handle transport zones effortlessly.”
Cristina doesn’t take into account herself a developer, nonetheless; she had expertise with WordPress and WooCommerce, and that was sufficient.
“We love the pliability and agility that WooCommerce presents, and we love the choice to customise for something that we want.”
“WooCommerce was the clear alternative and the best, smartest choice to start out the enterprise and scale on the tempo we wanted,” Mireia added.
DOMMA’s development is outstanding, nevertheless it wasn’t primarily based on luck. Cristina and Mireia each have intensive backgrounds in advertising, so it solely made sense for them to leverage Google’s huge usership when eager about methods to develop their enterprise.
When the workforce started promoting DOMMA, they began by creating completely different advert settings and inventive ideas, and testing to see what labored greatest for them.
Their preliminary targets centered on constructing consciousness and model recognition. DOMMA wished their viewers to know that there was a pure, holistic various obtainable for treating menopause signs. They wished to indicate the lots that there was a contemporary model for contemporary ladies, there to help them as they age.
With these targets in thoughts, the messaging for the primary rounds of adverts focused discovery; it wasn’t transactional. “Whereas conversions at this stage have been nonetheless crucial to enterprise development,” Mireia famous, “they weren’t the entire thing.”
Investing in Google adverts
Hundreds of thousands of ladies are continuously looking for options for his or her menopause signs. DOMMA knew there was an ideal viewers on the market — they only wanted to seek out one of the best ways to get in entrance of them.
DOMMA determined to promote on two platforms: Google search and Meta. They discovered that these two synced and labored properly collectively. They used Meta for consciousness and considered Google as a required platform, as a result of that’s the place their viewers was looking out.
DOMMA will increase conversion worth by 139% with Google Efficiency Max Campaigns
DOMMA was an early adopter of Google Efficiency Max: they began utilizing it in 2023, shortly after the characteristic launched within the Google for WooCommerce extension. Earlier than utilizing Efficiency Max, they did branding campaigns.
Utilizing Google for WooCommerce, DOMMA syncs their WooCommerce product catalog to Google’s Service provider Middle, after which can create Efficiency Max campaigns instantly within the WooCommerce admin. In response to Mireia, Efficiency Max campaigns have been straightforward to arrange, and the device optimizes campaigns with out handbook intervention.
Google Efficiency Max optimizes advert placements throughout Google Procuring, Search, YouTube, Gmail, Maps, Show, and Uncover to maximise attain to the proper viewers. It supplies a multi-platform “360-degree” marketing campaign, the place clients can work together with merchandise till they’re able to buy.
After launching with Efficiency Max, their viewers broadened and so they noticed a 79% enhance in web site site visitors and 139% enhance in conversion worth 12 months over 12 months.
They’ve additionally discovered so much about their viewers’s pursuits and considerations by analyzing search behaviors inside the Google for WooCommerce extension. They’ve discovered that ladies usually seek for options to their signs (reasonably than the foundation trigger), and have discovered various attention-grabbing key phrases that they didn’t count on would lead individuals to DOMMA.
DOMMA’s Google Efficiency Max campaigns have grow to be their prime site visitors supply, which has led them to extend their promoting funding general. “The most important impression,” Mireia mentioned, “was putting promoting throughout all of Google’s channels, together with YouTube.”
DOMMA lately raised €950K in funding to help scientific analysis and the event of recent well being options for midlife ladies. They plan to boost their digital help and develop new outreach channels.
At present, DOMMA’s YouTube has over 16.6k subscribers (a channel that’s seen 19% development within the time between this text’s define and draft!) and a podcast devoted to training and dialog on menopause. Alongside these rising channels, the workforce is trying into multi-language capabilities for the web site, which is able to assist their ongoing development.
Additionally they look ahead to additional personalizing their consumer expertise for subscription creation and administration. They’re excited to create extra user-friendly interactions which they’re assured might be way more worthwhile for the enterprise.
For brand new companies trying to emulate DOMMA’s success, Cristina provided this recommendation: “Create a minimal viable product with minimal prices. Be bootstrappers when testing the viability of the enterprise.”
“DOMMA would be the main well being and wellbeing model for mature ladies,” mentioned Mireia. “We’re serving to ladies really feel empowered in all life phases.”
Latoya is a companion advertising supervisor at Woo, with a background in B2B tech advertising. In her free time she enjoys climbing throughout her house island of Jamaica and travelling. She’s hiked the Blue mountain peak thrice.
