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 sturdy subscription-based enterprise with over a thousand subscribers and seen a outstanding 350% year-over-year progress in 2023.
By integrating their WooCommerce retailer with Google for WooCommerce, DOMMA successfully reaches girls trying to find menopause options. DOMMA leveraged Google Efficiency Max campaigns to extend website site visitors by 79% and conversion worth by 139% year-over-year. Watch this quick YouTube video to listen to the story straight from DOMMA’s founders:
With a group of over 100,000 girls and a devoted workforce working from Barcelona, DOMMA continues to advance its mission of breaking the taboo round menopause and offering important help to girls 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, diet, private well being, ecommerce, femtech
Use case: Subscriptions, group, elevated site visitors and conversion
Key merchandise: WooCommerce Subscriptions, Google for WooCommerce
Language: Spanish
Key outcomes:
- Achieved 350% YoY income progress in third yr 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 group of over 100,000 girls.
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 had been capable of create a big natural group with excessive engagement, the place we shared numerous instructional materials about menopause via skilled well being professionals. We positioned ourselves as the primary to overtly and naturally talk about menopause, with out taboos, turning 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 had been coworkers at a startup once they first developed the thought for DOMMA. Cristina was experiencing early pre-menopause, and located a widespread lack of knowledge and details about the signs she was dealing with.
The title DOMMA was impressed by the Latin domina, which implies highly effective girl. DOMMA presents a spread of nutraceuticals that assist girls alleviate the varied signs of menopause brought on by hormone imbalances.
Their merchandise are pure, with out hormones or artificial chemical substances, and the corporate presents a group and training to help their prospects.
DOMMA formally launched their first merchandise in October of 2021, after constructing a powerful group, beginning their web site, and publishing a wealth of instructional content material.
Cristina was clear about content material being an essential a part of their progress: “We grew quickly as a result of we had been capable of create a big natural group with excessive engagement, the place we shared numerous instructional materials about menopause straight via skilled well being professionals.”
“We positioned ourselves as the primary to overtly and naturally talk about menopause, with out taboos, turning into the subject material consultants. This, mixed with the confirmed effectiveness of our therapies (scientifically demonstrated and with actual testimonials), has led extra girls to start out a plan with DOMMA to alleviate their menopausal signs and enhance their well being throughout this life stage. Most significantly, loyal prospects that come again month-to-month to proceed their therapy.”
The content material and group is crucial to their model: DOMMA takes an built-in method to supporting their prospects. For his or her workforce, it’s not nearly offering one of the best merchandise; it’s additionally about supporting girls via their total menopause journey, offering them with the group and sources they should finest 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% yr over yr. The DOMMA group now contains over 100,000 girls, with 6,000 prospects and over 1,000 present lively subscribers.
For DOMMA, WooCommerce is a platform that requires minimal upkeep, eliminating the necessity for a technical workforce. “This allows us to cut back growth prices and put money into paid advertising and branding, which has been key to our progress,” Cristina shared.
DOMMA’s Woo retailer gives 99% of their enterprise, with a deal with subscriptions, which account for a lot of their recurring income. And that is only 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 alternative merchandise, she was very happy with the platform’s performance and had acquired a excessive degree of experience. Cristina initially constructed DOMMA’s web site herself, although finally employed a marketing consultant for the extra technical elements.
“WooCommerce is a platform that lets you be on-line shortly,” Cristina shared, “with design and value custom-made for the person. It helps you to embody completely different cost choices with only a single click on and handle transport zones effortlessly.”
Cristina doesn’t think about 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 simplest, smartest choice to start out the enterprise and scale on the tempo we wanted,” Mireia added.
DOMMA’s progress is phenomenal, however 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 fascinated about how one can develop their enterprise.
When the workforce started promoting DOMMA, they began by creating completely different advert settings and artistic ideas, and testing to see what labored finest for them.
Their preliminary targets centered on constructing consciousness and model recognition. DOMMA needed their viewers to know that there was a pure, holistic different out there for treating menopause signs. They needed to indicate the lots that there was a contemporary model for contemporary girls, there to help them as they age.
With these targets in thoughts, the messaging for the primary rounds of advertisements focused discovery; it wasn’t transactional. “Whereas conversions at this stage had been nonetheless crucial to enterprise progress,” Mireia famous, “they weren’t the entire thing.”
Investing in Google advertisements
Tens of millions of girls are continually trying to find 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 simplest 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 effectively 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 function 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 straight within the WooCommerce admin. In accordance with Mireia, Efficiency Max campaigns had been simple to arrange, and the instrument optimizes campaigns with out guide intervention.
Google Efficiency Max optimizes advert placements throughout Google Procuring, Search, YouTube, Gmail, Maps, Show, and Uncover to maximise attain to the correct viewers. It gives a multi-platform “360-degree” marketing campaign, the place prospects can work together with merchandise till they’re able to buy.
After launching with Efficiency Max, their viewers broadened they usually noticed a 79% enhance in website site visitors and 139% enhance in conversion worth yr over yr.
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 numerous fascinating key phrases that they didn’t count on would lead folks to DOMMA.
DOMMA’s Google Efficiency Max campaigns have change into their prime site visitors supply, which has led them to extend their promoting funding general. “The largest affect,” Mireia mentioned, “was inserting promoting throughout all of Google’s channels, together with YouTube.”
DOMMA lately raised €950K in funding to help scientific analysis and the event of latest well being options for midlife girls. They plan to reinforce their digital help and develop new outreach channels.
Presently, DOMMA’s YouTube has over 16.6k subscribers (a channel that’s seen 19% progress 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 progress.
In addition they look ahead to additional personalizing their person expertise for subscription creation and administration. They’re excited to create extra user-friendly interactions which they’re assured might be rather more worthwhile for the enterprise.
For brand new companies seeking to emulate DOMMA’s success, Cristina supplied 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 girls,” mentioned Mireia. “We’re serving to girls really feel empowered in all life phases.”
Latoya is a accomplice advertising supervisor at Woo, with a background in B2B tech advertising. In her free time she enjoys mountaineering throughout her house island of Jamaica and travelling. She’s hiked the Blue mountain peak 3 times.
