The Problem:

When Infrared Lights NZ first approached us, they were still a relatively new business in the New Zealand market, having launched only around a year earlier. While they had already seen encouraging signs through word of mouth, Google Ads, customer reviews, and new product launches, they were struggling to consistently scale online sales and build strong brand awareness through social media.

Their audience was broad and varied, spanning several high-potential customer segments, including:

• Beauty and skincare customers seeking skin rejuvenation, wrinkle reduction, and acne support
• Sports and fitness audiences looking for injury recovery and muscle healing
• Older adults searching for natural relief for arthritis, sore joints, and cognitive support
• Equine riders and horse owners, using red light therapy for soreness, lameness, and recovery

Despite offering quality products in a rapidly growing industry, the business faced several common challenges experienced by emerging eCommerce brands:

• Social media advertising had delivered inconsistent results
• They struggled to capture and maintain audience attention online
• Their Shopify store required optimisation to improve trust, user experience, and conversions
• Their Meta advertising infrastructure was not properly set up for scalable growth
• They needed a clear strategy to position themselves as a trusted expert brand within New Zealand

Their goal for the next 12 months was ambitious but clear:

1. At least double the size of the business
   Increase brand awareness across social media
2. Build a recognised and trusted brand within the NZ market
3. Take the business to the next level and create a sustainable system for long-term growth

To achieve their ambitious growth goals, Infrared Lights NZ needed a skilled Shopify eCommerce and Meta Ads expert who could build a scalable online growth strategy.

The Solution:

To help Infrared Lights NZ scale effectively, we designed and implemented a complete eCommerce growth system focused on increasing traffic, conversions, customer retention, and long-term brand trust.

1. Shopify Store Optimisation

We began with a complete audit of their Shopify store to identify friction points and missed conversion opportunities.

We redesigned and optimised key areas of the website, including:

• Homepage structure and messaging
• User experience and navigation
• Trust-building elements and social proof
• Product positioning and credibility
• Conversion-focused layout improvements

Our goal was to position the brand as a trusted authority in the New Zealand red light therapy market and make it easier for customers to purchase with confidence.

We also set up and integrated:

• Meta Ads Manager
• Meta Pixel
• Product catalogues
• Shopify integrations
• Google Product Ratings
• A Shopify review system

2. Market Research and Audience Strategy

We conducted in-depth research into the red light therapy market, customer behaviour, and previous sales data.

This allowed us to identify:

• Best-selling products
• High-converting customer segments
• Core pain points and motivations
• Strongest purchase triggers across different audiences

Using these insights, we developed tailored advertising strategies for each customer segment.

3. Meta Advertising Strategy

With an initial monthly ad budget of just $1,000, later increased to $1,500, our strategy prioritised efficiency and performance, demonstrating how strong creative, targeting, and optimisation can drive significant results without large media spend.

We created a full-funnel Meta advertising strategy designed to generate both immediate sales and long-term brand growth.

This included:

• High-converting ad creatives and copy aligned with the brand voice
• Audience targeting tailored to different customer groups
• Educational and supportive content to build trust
• Strong use of customer reviews and social proof
• Product-focused campaigns highlighting key benefits and differentiators

To maximise return on ad spend, we also implemented advanced retargeting strategies using sequential messaging based on customer behaviour, including:

• Product viewers
• Add-to-cart users
• Abandoned checkouts
• Returning visitors

4. Email Marketing and Retention

To increase customer retention and lifetime value, we implemented automated email marketing systems, including:

• Welcome email sequences
• Abandoned cart emails
• Abandoned checkout recovery emails
• Customer win-back campaigns

We also managed seasonal email campaigns and supported them with coordinated advertising efforts.

5. Content and Brand Growth

To strengthen organic visibility and customer engagement, we developed a blog content strategy supported by:

• Email campaigns
• Paid ads
• Educational content designed to nurture trust and authority

This helped position the brand as an expert resource within the red light therapy space while supporting long-term SEO growth.

“We are so thrilled that we are continuing to grow, and we owe a lot of this to you! We really appreciate all you are doing!”
– Jan & Ian Smith, Founders and Owners, Infrared Lights NZ

Note:

It’s important to mention that Infrared Lights NZ sells quality products and already had a proven track record of sales when they approached us. That’s important. The best ads in the world won’t help if you’re trying to sell something of poor quality or that no one wants. 

We can’t wait to see what our next e-Commerce client brings in!