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Spain’s DOMMA sees 350% Progress with WooCommerce & Google

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Spain’s DOMMA sees 350% Progress with WooCommerce & Google


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 progress in 2023. 

By integrating their WooCommerce retailer with Google for WooCommerce, DOMMA successfully reaches ladies trying to find menopause options. DOMMA leveraged Google Efficiency Max campaigns to extend website 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 neighborhood of over 100,000 ladies and a devoted crew working from Barcelona, DOMMA continues to advance its mission of breaking the taboo round menopause and offering important help to ladies throughout this important life stage. Woo and Google met with DOMMA co-founder Mireia Roca to study extra about their work and success.

Industries: Healthcare, healthtech, diet, private well being, ecommerce, femtech

Use case: Subscriptions, neighborhood, elevated 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% improve in visitors and 139% improve in conversion worth with Google for WooCommerce.
  • Leveraged their WooCommerce web site and Fb to construct a neighborhood of over 100,000 ladies.

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 had been capable of create a big natural neighborhood with excessive engagement, the place we shared a variety of instructional materials about menopause by knowledgeable well being professionals. We positioned ourselves as the primary to brazenly and naturally talk about menopause, with out taboos, changing into the subject material specialists.” 

— Mireia Roca, Co-Founder & Co-CEO, DOMMA

We sat down with Mireia, who serves as co-founder and co-CEO, and the Google crew to study 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 understanding and details about the signs she was dealing with.

The identify DOMMA was impressed by the Latin domina, which suggests highly effective girl. DOMMA affords a spread of nutraceuticals that assist ladies alleviate the assorted signs of menopause attributable to hormone imbalances. 

Their merchandise are pure, with out hormones or artificial chemical compounds, and the corporate affords a neighborhood and training to help their prospects. 

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 vital a part of their progress: “We grew quickly as a result of we had been capable of create a big natural neighborhood with excessive engagement, the place we shared a variety of instructional materials about menopause straight by knowledgeable well being professionals.”

“We positioned ourselves as the primary to brazenly and naturally talk about menopause, with out taboos, changing into the subject material specialists. This, mixed with the confirmed effectiveness of our therapies (scientifically demonstrated and with actual testimonials), has led extra ladies to begin 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 remedy.”

The content material and neighborhood is vital to their model: DOMMA takes an built-in method to supporting their prospects. For his or her crew, it’s not nearly offering the perfect merchandise; it’s additionally about supporting ladies by their whole menopause journey, offering them with the neighborhood 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 neighborhood now contains over 100,000 ladies, 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 crew. “This permits us to scale back improvement prices and put money into paid advertising and marketing and branding, which has been key to our progress,” Cristina shared. 

DOMMA’s Woo retailer offers 99% of their enterprise, with a deal with 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 happy with the platform’s performance and had acquired a excessive stage of experience. Cristina initially constructed DOMMA’s web site herself, although finally employed a guide for the extra technical elements. 

“WooCommerce is a platform that means that you can be on-line rapidly,” Cristina shared, “with design and usefulness custom-made for the consumer. It permits you to embody totally different fee choices with only a single click on and handle delivery zones effortlessly.”

Cristina doesn’t take into account herself a developer, nonetheless; she had expertise with WordPress and WooCommerce, and that was sufficient. 

“We love the flexibleness and agility that WooCommerce affords, and we love the choice to customise for something that we’d like.”

“WooCommerce was the clear alternative and the simplest, smartest choice to begin the enterprise and scale on the tempo we would have liked,” Mireia added. 

quote about DOMMA's growth

DOMMA’s progress is outstanding, but it surely wasn’t primarily based on luck. Cristina and Mireia each have in depth backgrounds in advertising and marketing, so it solely made sense for them to leverage Google’s huge usership when occupied with how you can develop their enterprise.

When the crew started promoting DOMMA, they began by creating totally different advert settings and inventive ideas, and testing to see what labored finest for them.

Their preliminary targets centered on constructing consciousness and model recognition. DOMMA wished their viewers to know that there was a pure, holistic various obtainable for treating menopause signs. They wished to point out the plenty that there was a contemporary model for contemporary ladies, there to help them as they age.

With these targets in thoughts, the messaging for the primary rounds of adverts focused discovery; it wasn’t transactional. “Whereas conversions at this stage had been nonetheless essential to enterprise progress,” Mireia famous, “they weren’t the entire thing.”

Investing in Google adverts

Hundreds of thousands of girls are always trying to find options for his or her menopause signs. DOMMA knew there was an ideal viewers on the market — they simply wanted to search out the easiest way 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 seen Google as a required platform, as a result of that’s the place their viewers was looking.

quote from DOMMA founder about Performance Max

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 straightforward to arrange, and the software 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 best viewers. It offers 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 and so they noticed a 79% improve in website visitors and 139% improve in conversion worth yr over yr. 

They’ve additionally realized so much about their viewers’s pursuits and considerations by analyzing search behaviors inside the Google for WooCommerce extension. They’ve discovered that girls usually seek for options to their signs (quite than the basis trigger), and have discovered a lot of fascinating key phrases that they didn’t anticipate would lead individuals to DOMMA. 

DOMMA’s Google Efficiency Max campaigns have change into their prime visitors supply, which has led them to extend their promoting funding total. “The largest impression,” Mireia mentioned, “was inserting promoting throughout all of Google’s channels, together with YouTube.” 

quote about Google and Woo being connected

DOMMA just lately raised €950K in funding to help scientific analysis and the event of latest well being options for midlife ladies. 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 crew is wanting into multi-language capabilities for the web site, which is able to assist their ongoing progress.

In addition they stay 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 spanking new companies seeking to emulate DOMMA’s success, Cristina provided 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 ladies,” mentioned Mireia. “We’re serving to ladies really feel empowered in all life phases.”

Latoya Duffus Avatar

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 mountaineering throughout her residence island of Jamaica and travelling. She’s hiked the Blue mountain peak thrice.



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