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 by their menopausal years. With WooCommerce Subscriptions, DOMMA has constructed a sturdy subscription-based enterprise with over a thousand subscribers and seen a exceptional 350% year-over-year development in 2023.
By integrating their WooCommerce retailer with Google for WooCommerce, DOMMA successfully reaches girls 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 brief YouTube video to listen to the story instantly from DOMMA’s founders:
With a neighborhood of over 100,000 girls and a devoted group working from Barcelona, DOMMA continues to advance its mission of breaking the taboo round menopause and offering important assist 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, 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 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 neighborhood of over 100,000 girls.
Different merchandise used:
“We launched a women-centered resolution (our target market) in a really uncared for market, addressing an evident want. We grew quickly as a result of we have been in a position to create a big natural neighborhood with excessive engagement, the place we shared numerous instructional materials about menopause by professional well being professionals. We positioned ourselves as the primary to overtly and naturally talk about 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 group 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 after they first developed the thought for DOMMA. Cristina was experiencing early pre-menopause, and located a widespread lack of information and details about the signs she was going through.
The title DOMMA was impressed by the Latin domina, which implies highly effective girl. DOMMA gives 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 compounds, and the corporate gives a neighborhood and training to assist 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 essential a part of their development: “We grew quickly as a result of we have been in a position to create a big natural neighborhood with excessive engagement, the place we shared numerous instructional materials about menopause instantly by professional well being professionals.”
“We positioned ourselves as the primary to overtly and naturally talk about menopause, with out taboos, changing into the subject material consultants. This, mixed with the confirmed effectiveness of our remedies (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 clients that come again month-to-month to proceed their remedy.”
The content material and neighborhood is crucial to their model: DOMMA takes an built-in method to supporting their clients. For his or her group, it’s not nearly offering the very best merchandise; it’s additionally about supporting girls by their whole menopause journey, offering them with the neighborhood and sources they should greatest handle their well being.
Gross sales picked up in 2022 after they started promoting with Google for WooCommerce, and in 2023, they grew by 350% yr over yr. The DOMMA neighborhood now contains over 100,000 girls, 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 group. “This permits us to cut back growth prices and spend money on paid advertising and marketing and branding, which has been key to our development,” Cristina shared.
DOMMA’s Woo retailer gives 99% of their enterprise, with a concentrate on 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 marketing consultant for the extra technical elements.
“WooCommerce is a platform that lets you be on-line shortly,” Cristina shared, “with design and usefulness custom-made for the consumer. It allows you to embrace completely different fee 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 flexibleness and agility that WooCommerce gives, and we love the choice to customise for something that we’d like.”
“WooCommerce was the clear alternative and the simplest, smartest choice to start out the enterprise and scale on the tempo we would have liked,” Mireia added.
DOMMA’s development is phenomenal, but it surely wasn’t based mostly on luck. Cristina and Mireia each have intensive backgrounds in advertising and marketing, so it solely made sense for them to leverage Google’s large usership when eager about easy methods to develop their enterprise.
When the group 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 objectives centered on constructing consciousness and model recognition. DOMMA wished their viewers to know that there was a pure, holistic different accessible for treating menopause signs. They wished to indicate the plenty that there was a contemporary model for contemporary girls, there to assist them as they age.
With these objectives in thoughts, the messaging for the primary rounds of advertisements 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 advertisements
Thousands and thousands of ladies are always looking for options for his or her menopause signs. DOMMA knew there was an ideal viewers on the market — they simply 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 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.
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 Heart, after which can create Efficiency Max campaigns instantly within the WooCommerce admin. Based on Mireia, Efficiency Max campaigns have been straightforward to arrange, and the device optimizes campaigns with out guide intervention.
Google Efficiency Max optimizes advert placements throughout Google Purchasing, Search, YouTube, Gmail, Maps, Show, and Uncover to maximise attain to the precise viewers. It gives 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 yr over yr.
They’ve additionally realized so much about their viewers’s pursuits and issues by analyzing search behaviors inside the Google for WooCommerce extension. They’ve discovered that ladies typically seek for options to their signs (somewhat than the basis trigger), and have discovered a lot of attention-grabbing key phrases that they didn’t count on would lead folks to DOMMA.
DOMMA’s Google Efficiency Max campaigns have change into their high site visitors supply, which has led them to extend their promoting funding general. “The largest influence,” Mireia stated, “was putting promoting throughout all of Google’s channels, together with YouTube.”
DOMMA just lately raised €950K in funding to assist scientific analysis and the event of recent well being options for midlife girls. They plan to boost their digital assist 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 group is wanting into multi-language capabilities for the web site, which can assist their ongoing development.
Additionally they sit up for additional personalizing their consumer expertise for subscription creation and administration. They’re excited to create extra user-friendly interactions which they’re assured will probably be far more worthwhile for the enterprise.
For brand new companies trying 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,” stated Mireia. “We’re serving to girls really feel empowered in all life levels.”
Latoya is a companion advertising and marketing supervisor at Woo, with a background in B2B tech advertising and marketing. In her free time she enjoys mountain climbing throughout her house island of Jamaica and travelling. She’s hiked the Blue mountain peak thrice.
