Groove Life

Who is Groove Life?

Peter Goodwin, Founder and CEO of Groove Life, first had the idea to advance the concept of silicone wedding rings while guiding adventure trips in the Alaskan bush. Peter’s active lifestyle made a metal wedding ring dangerous, and rubber rings were uncomfortable. He set out to design a highly durable yet extremely comfortable version of a silicone ring for active people everywhere.

That was in the summer of 2015. By December, he had launched his very own silicone ring— the Groove Ring— on Kickstarter and knocked it out of the park. From Kickstarter, Groove Life went on to rapidly build their business, moving their headquarters from Alaska to Nashville, Tennessee. Since then, the brand has skyrocketed, going from just 6 employees in January 2018 to over 120 in 2019. They are still going strong in 2020, having evolved from a small silicone ring shop to an inspirational, outdoor lifestyle brand.

Partnering with Metacake for an Ecommerce Growth Strategy

As Groove was getting started, Peter connected with us here at Metacake. Our specialty is using deep ecommerce business experience coupled with top-notch expertise in website design, paid traffic, and email marketing to drive real, healthy growth for ecommerce-first brands. Our specialized team employs years of ecommerce experience to drive healthy business growth in key areas. These include business growth strategy, email marketing, paid marketing, and website migrations, and optimizations.

Metacake’s passion is for helping grow brands that matter, believing that customer-focused brands with authentic missions help build a better world. Groove’s mission and values were strongly aligned with our own and we saw massive potential for the brand. As a result, we were eager to come alongside Peter to help drive strategic growth for the company by unlocking several areas of opportunity.

The Recipe for Hyper Ecommerce Growth

If you look at Groove’s path to success, you’ll find there has not been any singular home run. Anyone seasoned in direct-to-consumer ecommerce businesses knows success requires a multi-faceted approach.

For Groove, we provided strategic and technical assistance in the following areas:

  • Site design and development
  • Email marketing
  • Paid marketing
  • Ongoing strategy, coaching, and consulting

Let’s dive into how each played an important role in scaling Groove Life from brand new to over 8 figures in revenue in just 3 years.

Site Design and Development

We worked with Groove to design and build a site on Shopify that reflected and communicated the purpose of their brand. This design strategy was far deeper than being aesthetically pleasing for the outdoor adventurer. Our primary focus was to create a seamless customer journey from homepage to checkout, with intuitive navigation to route customers where they need to go.

The work was not over once the site launched. From there, we provided guidance on an intentional content strategy to boost SEO as well as ongoing optimization efforts on critical pages to increase the conversion rate.

Paid Marketing

Paid marketing has also played a major role in acquiring new Groove customers. We worked closely with Groove’s team to scale Facebook, Instagram, and Google campaigns to competitive heights.

With paid advertising, we used a funnel approach that guides site visitors from the initial ad all the way through the first sale (and beyond):

Acquiring New Traffic:

Facebook and Instagram campaigns captured cold traffic with engaging video campaigns that helped new visitors understand why a silicone ring is a good idea and, more importantly, what Groove’s brand is all about. As ad inventory on Facebook became crowded and algorithms changed circa 2018, Groove found considerable success acquiring cold traffic using YouTube ads as well. For more on using video ads, check out our post on foolproof video ad funnels.

Retargeting Visitors:

After the initial site visit or product page view, they are retargeted with ads that message features and benefits as well as outstanding customer reviews. If customers add a ring to their cart but abandon checkout, they are taken a step further in the ad funnel and will be retargeted with dynamic product ads that remind them to complete their purchase.

Nurturing Customers:

We also utilized retargeting ads for previous customers whenever Groove ran a sale or launched a new product. However, the most effective tool for maintaining relationships with existing customers and increasing their lifetime value is email marketing, which we’ll walk through next.

Email Marketing

When done well and equipped by an email platform truly built for ecommerce, email marketing can have some of the largest impact for online revenue. And for Groove Life, a strong email program powered by Klaviyo became a home run.

Our secret sauce to sustainable, healthy ecommerce growth is growing a raving customer fan base. This takes more than simply sending emails that push sales and promotions. It requires building valuable relationships with site visitors and customers at scale.

Klaviyo is the perfect email service provider to accomplish this. We’ll provide a quick synopsis of our recipe for email success below, but you can dive into the entire gameplan in-depth right here.

Email Campaigns

We used a combination of promotion-driven and content-driven one-off email campaigns, all of which came from a marketing calendar.

Automated Sequences

Klaviyo’s automated email sequence tool allowed us to build entire automated flows that follow up with customers based on how they interacted with Groove’s site. This is extremely powerful for building customer relationships at scale.

Audience Segmentation

Using Klaviyo also allowed us to segment their quickly growing email list into smaller groups based on interest and behaviors. This meant Groove could talk to certain customer groups and exclude others, ensuring that emails are as relevant and personal as possible.

Ultimately an intentional email marketing strategy unlocked massive opportunity for Groove Life, which now manages over 1 million email contacts through Klaviyo. In Groove’s lifetime, over $8.5M in revenue can be directly attributed to email marketing in Klaviyo, with 58% related to automated flows and 42% from campaigns. This revenue is even greater when you take indirect attribution into account.

Snapshot of Groove’s List Growth:

To close…

One of the most important aspects of Groove’s business growth is its highly engaged audience. This engagement is evident across the board, from comments on Facebook ads to rave reviews on their site.

It’s important to note that this interactive customer base did not appear on their own. It took an intentional, multi-channel strategy that combined a great site experience, engaging paid marketing, and relevant email communication to build raving fans.

The result? A brand new business grew from 0 to over 8 figures in just three years.


Take a look at Founder and CEO Peter Goodwin’s take on this crazy growth in his testimonial video below!


“Metacake has become an integral part of our business over the past 3 years. We have tasked them with everything from design and development to driving our growth marketing. They are first class, professional and honest. They are the best agency we have worked with. I highly recommend them!

– Peter Goodwin, CEO, Groove Rings

Revision Skincare

Leading Global Skincare Brand

Revision Skincare is a leading skincare brand, preferred by many dermatologists, plastic surgeons, and medical spas. Their clinically-proven, high-performing skincare products enhance skin’s appearance and reduce signs of aging, using only premium quality ingredients.

Expansion into Ecommerce

Prior to 2018, Revision Skincare was sold exclusively through skincare professionals and select distributors and wholesale channels. In 2018 they decided to launch a DTC ecommerce channel with the help of Metacake, which is not traditional in their industry.

While a DTC channel had the potential to grow their business substantially, they had to be careful not to compete with or cannibalize their existing business. They also needed to ensure that they would not disrupt their relationships with existing distributors and skincare professionals.

To do this, Metacake helped Revision Skincare launch their ecommerce business on the Shopify Plus platform with several customizations to both the store functionality and the checkout. One example of this was integrating with their backend system to pull in data on all of their skincare professional partners to the ecommerce site, allowing customers to find and select a skincare professional near them.

In the end, Revision Skincare actually provided a new way to support their skincare professional partners and bring them a new stream of revenue with their ecommerce channel.

Ecommerce During the Covid-19 Pandemic

Since launching their DTC ecommerce channel, it has become an integral part of their business.
Through influencer marketing, paid ads, and email marketing, the DTC channel has grown to be a significant portion of their overall business revenue and is their fastest-growing channel.

This channel became even more important during the COVID-19 pandemic as skincare offices around the world were shut down and their traditional business channel experienced a quick drop in sales. Their ecommerce store has been critical in sustaining Revision Skincare’s business during the pandemic, allowing them to continue serving end customers, as well as providing a stream of revenue for their skincare professional partners.

Metacake continues to provide ongoing store support and optimization services, along with paid ads management and email marketing services to further the growth of Revision Skincare’s business.

Lolli & Pops

A Lesson in Analytics & Conversion Reporting

Lolli & Pops is a luxury candy company that truly offers the best in specialty candy such as truffles, chocolates, and all manner of delicious treats as well as curated gift boxes for special occasions. They have locations all over the United States, from New Jersey to Chicago and California.

They have a beautiful, complex and highly custom existing Shopify store, but were having slight troubles with their analytics and tracking customer activity. Ultimately, this was making it difficult for them to receive valuable customer data in order to continue growing their business through a fluid customer experience. So, the team at Lolli and Pops came to Metacake as trusted Shopify Plus partners.

The Metacake tech geeks jumped right on it and performed an assessment of their Google Analytics installation setup to make sure it was configured correctly. In English: we spent time digging to understand how things worked in their online store. With their seamless store and checkout experience being so customized, they ended up breaking the standard analytics integration. So, this needed to be fixed as soon as possible.

The end goal? To implement full funnel analytics and conversion reporting, fine tune the customer experience in the checkout, and provide a custom installation of Google Tag Manager (better known as GTM), in order to tag the events and selections of the customer, including the tracking of micro events. This would be used to track customers through the funnel and assess where improvements to the experience might need to be made.

Through our team’s work we were able to deliver an analytics solution that provided tracking through the entire flow giving them valuable customer data to further grow their business. And you know we’re all about growth here at Metacake! We also delivered clean and accurate customer data to help them track campaigns, which helped them manage their marketing activities. Without accurate customer data and analytics, it’s impossible to grow.

Our expertise in working with Shopify and Google Analytics and our experienced development team allowed us to solve a big problem for Lolli & Pops that was hindering their growth.

Vimeo & A Faster Horse

A Faster Horse is a documentary on the 50-year history of the Ford Mustang, including archival footage and interviews with designers, fans and collectors. It released in April of 2015.

Metacake handled the eCommerce portion of the ticketing to the live event experiences in partnership with Vimeo at theaters across the country.

Violette Field Threads

Metacake helped Violette Field Threads Inc. select an existing store theme on Shopify and made modifications to align the store’s consistency with Violette Field Threads Inc.’s brand. We assisted with the setup of their store including products and handled the launch of the new store. We conducted a standard install of the store analytics to ensure we are able to measure the impact of traffic and any marketing activities moving forward to continue to help Violette Field Threads grow their business. Lastly, Metacake setup and configure a group of key 3rd apps that will help with sales growth.

Dr. Axe

“Metacake did great work for us. They were responsive, fast and conversion focused. I’d definitely recommend working with them.”

Michael Danner, Vice President Digital Marketing at Dr. Axe


A Lesson in Conversion Optimization

Ever wondered how to instantly boost your online revenue?  The answer can be extracted from our recent partnership with a long standing luxury glassware company, called Lenox.

Lenox Corp came to us with a common problem. They had built a highly profitable online business, but it was using antiquated technology and had a poor user experience. Suspecting that they could boost their profit margins with a redesign, they brought us a challenge involving several layers of complexity.

ONE. Reengineer the user experience of a profitable website.
TWO. Redesign the user interface to appeal to two dramatically different audiences.
THREE. Navigate and optimize a technology platform with portions dating back to the 1980’s.
FOUR. Test and iterate the redesign on a highly trafficked site.
FIVE. Prove the success of the redesign via increased revenue.
SIX. Do all of it in time to go live for the busiest season of the year.


The full set of services that we provided for Sense includes store design, custom development, customer experience flow, store optimizations, B2B store development, and ecommerce strategy.

Weighting Comforts

The team at Metacake collaborated with and directed the Weighting Comforts team to select an existing Shopify store theme and made limited modifications so the current store theme stayed consistent with Weighting Comforts brand. Metacake also assisted with the setup of Weighting Comforts eCommerce store including products as well as the launch of the new store.