How We Added $144,289 in Monthly Revenue To US Park Pass While Increasing the Profit Margin by 15% in Just 2 Months
About US Park Pass
US Park Pass is a brand that offers the America the Beautiful National Park Pass, providing access to over 2,000 federal recreation sites. Along with their hero product, US Park Pass, they sell outdoor-related items like water bottles, beanies, and national park guides, catering to nature lovers and families exploring Americaβs scenic landscapes.
The Challenge
US Park Pass had a low profit margin problem with their main product, the Park Pass. To grow their business further, they needed to increase their profit margins and strengthen the cash flow. Without this, the cost of acquisition and operations would become too high and scaling would be impossible.
In addition to their hero product, the Park Pass, they also offered a variety of products that appealed to outdoor enthusiasts. These products had a higher profit margin compared to the Park Pass. The ultimate goal of US Park Pass was to increase the sales of these non-pass products, which would lead to higher overall profits.
The Results & Solution
To increase their monthly revenue by $144,289 while increasing the gross profit margin by 15% in two months, we have applied the following strategies:
Increasing the revenue generated from Klaviyo
Improving the AOV and gross profit per order utilizing various upselling tactics
Launching Meta ads, applying different testing and scaling methodologies
This post will cover the strategies outlined above.
1. Increasing the revenue generated from Klaviyo
To maximize the revenue US Park Pass generates from Klaviyo to 32.22%, we have:
Optimized their current flows
β Abandoned checkout flow
β Welcome email flowCreated new flows
β Abandoned cart flow
β Browse abandonment flow
β Site abandonment flow
β Cross-sell flows for each hero product
β Bounce-back flows
β Thank-you flow
β Replenishment flow
β VIP flow
β Gift card flowsOptimized the lead magnet
β Added more relatable incentive that captured emails at a higher rateImproved segmentation
β Introduced new segments like Engaged Segment, VIP segment, Nearly There, etc.Improved the campaign calendar cadence
β Improved the promotional email ideas
β Added content-related emails that increased the engagementIncreased Open Rate, CTR, and Place Order Rate across the whole account by:
β Improving email designs
β Enhancing email copywriting
β Improving deliverability
β Creating A/B tests that have further improved performanceDecreased the negative metrics
β Lowered the unsubscribe rate
β Decreased the spam complaint rate
β Reduced the bounce rateIncreased the number of emails sent per month
A couple of email examples we have created for the US Park Pass:
2. Increasing the AOV and gross profit margin with AOV optimization tactics
To increase their AOV and gross profit margin, these are strategies that we have introduced:
Pre βAdd To Cartβ event tactics
β Added frequently bought together
β Added recommendations for complementary productsImproved the cart drawer
β Added the free shipping threshold
β Added upsells/cross-sells of complementary products
β Added an add-on for the gift envelopeCheckout upsells
β Added upsells/cross-sells of complementary productsPost-purchase funnels
β Added post-purchase funnel specifically for the hero and for other products
For each tactic, multiple variations of designs and product combinations were tested to find the winning combination.
Example of the cart drawer improvement for a higher AOV and gross profit margin:
Key improvements of the cart drawer:
Free Shipping Threshold: Added a free shipping threshold for orders over $100, which works especially well with the 2nd point
Cross-Sells in Cart Drawer: Added cross-sells of complementary products
Park Pass Gift Envelope Add-On: Included an easy-to-select add-on for adding a gift envelope for the Park Passes.
Reduced the CTA numbers to one: Making it bold and increasing the conversion rate.
Trust Badges: Placed trust badges below the CTA, increasing credibility and conversion rates.
3. Launching Meta ads, applying better testing and scaling methodologies
US Park Pass main source of traffic was Google. The Park Pass as a product with a low profit margin is not scalable on Meta ads, so, therefore, we had to come up with a solution to market with different products.
To effectively test and scale on Meta, we have applied our framework:
Persona research:
β Research about the persona pains & desires
β Reviews-mining
β Competitors researchCreative research
β Research of previous winning ads
β Research of competitorsβ ads
β Research of winning ads in the marketCreative production
β Angle development
β Concept development
β Copywriting
β Creative designTesting
β Dynamic creative testing
β ABO testingScaling
β Scaling ads / winning combinationsFurther optimization based on results
Our creative, testing, and scaling process allowed us to get high returns for US Park Pass, making a solid foundation for further scaling.
Moving forward
After successfully increasing the revenue and gross profit margin, US Park Pass is ready to scale further.
We have helped them build a solid foundation that sets them on the path to becoming a notable brand in the outdoor industry.
Letβs make your brand our next great case study
If you want us to help your brand scale profitably with:
Meta ads (creative production & media buying)
Shopify CRO
Klaviyo Email Marketing
Book a quick discovery call on the button below.