Doma is a female-owned wellness brand founded by Cristina Martinez and Mireia Roca in 2020. The Spain-based company has a special focus on the health of women going through menopause. WooCommerce SubscriptionsDOMMA has built a strong subscription-based business with over 1,000 subscribers and has experienced an incredible 350% year-over-year growth in 2023.
By integrating your WooCommerce store Google for WooCommerceDOMMA effectively reaches women looking for solutions to their menopausal symptoms. With Google Performance Max campaigns, DOMMA increased site traffic by 79% and conversion value by 139% year-over-year. Watch this short video: YouTube videos To hear directly from DOMMA’s founders:
With a community of over 100,000 women and a dedicated team based in Barcelona, DOMMA continues to drive its mission to break taboos around menopause and provide essential support to women during this important stage of life. Woo and Google met with DOMMA co-founder Mireia Roca to learn more about their work and successes.
industry: Healthcare, Healthtech, Nutrition, Personal Health, E-commerce, Femtech
Use cases: Increase subscriptions, community, traffic and conversions
Main Products: WooCommerce Subscriptions, Google for WooCommerce
language: Spanish
Key results:
- In the third year since its founding, the company achieved 350% year-on-year revenue growth.
- Google for WooCommerce increased traffic by 79% and conversion value by 139%.
- Using a WooCommerce website and Facebook, they’ve built a community of over 100,000 women.
Other products used:
“We brought a female-centric solution (target audience) to a very neglected market and answered a clear need. We grew quickly because we were able to build a large, engaged, organic community, where we shared a lot of educational material on menopause through expert medical professionals. We positioned ourselves as the first to discuss menopause openly and naturally, without taboos, and became the subject matter experts.”
— Mireia Roca, Co-Founder and Co-CEO of DOMMA
We spoke with Mireia, co-founder and co-CEO, and the Google team to learn more about DOMMA’s story and how they grew their business by combining WooCommerce and Google Performance Max campaigns.
Christina and Mireia were colleagues at a start-up when they first came up with the idea for DOMMA. Christina had experienced early pre-menopause and realised there was a widespread lack of awareness and information about the symptoms she faced.
The name DOMMA is inspired by Latin DominaDOMMA is an acronym that stands for “Powerful Women,” meaning strong women. DOMMA offers a range of dietary supplements that help women relieve various symptoms of menopause caused by hormonal imbalance.
Their products are natural, free of hormones and synthetic chemicals, and the company provides the community and education to support its customers.
DOMMA officially launched its first product in October 2021 after building a strong community, launching a website, and publishing a wealth of educational content.
Christina was clear that content was a key component of growth: “We grew quickly because we built a large, highly engaged organic community and were able to share a lot of educational material about menopause directly through expert medical professionals.”
“We have positioned ourselves as the first to discuss menopause openly and naturally, without taboos, and have become experts in the field. This, combined with the proven effectiveness of our treatments, which are scientifically backed and have real testimonials, has led to more and more women starting plans with DOMMA to relieve menopausal symptoms and improve their health at this stage of life. Most importantly, we have a loyal clientele who return every month to continue their treatment.”
Content and community are incredibly important to the brand, and DOMMA takes a holistic approach to customer support. It’s not just important to the team to provide the best product; it’s also important to support women throughout their menopause journey, providing them with the community and resources they need to best manage their health.
The reason why sales increased after advertising began in 2022 was Google for WooCommerceand has experienced 350% year-over-year growth in 2023. The DOMMA community now includes over 100,000 women, with 6,000 clients and over 1,000 currently active subscribers.
For DOMMA, WooCommerce is a low-maintenance platform that doesn’t require a technical team. “This allows us to reduce development costs and invest in paid marketing and branding, which has been key to our growth,” says Cristina.
DOMMA’s Woo store is focused on subscriptions, which account for 99% of the company’s business and a large part of its recurring revenue. And this is just the beginning: In Spain, it is now being sold in select pharmacies and health food stores.
Cristina chose WooCommerce because of her familiarity with the platform. Having worked with Woo and WordPress for many years on various products, she was very comfortable with the platform’s capabilities and had developed a high level of expertise. Cristina initially built DOMMA’s website herself, but eventually hired a consultant for the more technical aspects.
“WooCommerce is a platform that allows you to get online quickly with a customized design and ease of use,” says Christina. “You can add different payment options with one click and easily manage your shipping zones.”
But Christina doesn’t consider herself a developer: she has experience with WordPress and WooCommerce, and that was enough.
“I love the flexibility and agility that WooCommerce offers, and the option to customize it to fit what I need.”
“WooCommerce is clearly the easiest and smartest choice to launch your business and scale it at the pace you need,” Mireia added.
DOMMA’s growth has been impressive, but it’s not down to luck. Cristina and Mireia both have extensive marketing experience, so it made sense for them to leverage Google’s massive user base when thinking about how to grow their business.
When the team began promoting DOMMA, they started by creating different ad setups and creative concepts to test which ones worked best.
Initial goals were focused on raising awareness and brand recognition. DOMMA wanted their audience to know that there are natural and holistic alternatives to treat menopausal symptoms. They wanted to show the masses that there is a modern brand for modern women that supports women as they age.
With these goals in mind, the messaging for the first set of ads was targeted at discovery and not transactional. “At this stage, conversions were still very important to growing the business, but it wasn’t everything,” Mireia noted.
Investing in Google Ads
Millions of women are constantly searching for solutions to their menopausal symptoms. DOMMA knew there was a perfect customer base out there, they just needed to find the best way to reach them.
DOMMA decided to advertise on two platforms, Google Search and Meta, as they found that the two are in sync and work well together. DOMMA used Meta to generate awareness and considered Google as a must-have platform since that’s where their audience searches.
DOMMA increases conversion value by 139% with Google Performance Max campaigns
DOMMA was an early adopter of Google Performance Max and will be working with us shortly after the feature’s release in 2023. Google for WooCommerce ExtensionBefore working with Performance Max, I was running branding campaigns.
Using Google for WooCommerce, DOMMA can sync their WooCommerce product catalogue to Google Merchant Center and create Performance Max campaigns directly in the WooCommerce admin. Mireia says that Performance Max campaigns are easy to set up and the tool optimizes the campaigns without any manual intervention.
Google Performance Max optimizes ad placements across Google Shopping, Search, YouTube, Gmail, Maps, Display and Discover to maximize reach to the right audience. It offers multi-platform “360-degree” campaigns, allowing customers to interact with your products until they’re ready to buy.
After implementing Performance Max, they expanded their audience, saw a 79% increase in site traffic year-over-year, and a 139% increase in conversion value.
We also learned a lot about our audience’s interests and concerns by analyzing their search behavior. Google for WooCommerce ExtensionWe found that women often search for solutions to symptoms (rather than underlying causes) and discovered some interesting keywords that we didn’t expect would lead people to DOMMA.
DOMMA’s Google Performance Max campaign became their largest source of traffic, leading to an increase in their overall advertising investment. “The biggest impact was advertising across all Google channels, including YouTube,” says Mireia.
DOMMA recently raised €950,000 in funding to support scientific research and the development of new health solutions for midlife women, and the company plans to strengthen its digital support and develop new outreach channels.
Currently, DOMMA’s YouTube channel 16,600+ subscribers (This is the channel that grew 19% between the outline and draft of this article!) Podcasts The site is dedicated to educating and communicating about menopause. In addition to these growing channels, the team is considering making the website multilingual, which will aid in its continued growth.
We also look forward to further personalizing the user experience around creating and managing subscriptions. We’re excited to enable more user-friendly interactions and believe it will bring greater benefits to businesses.
For new businesses hoping to emulate DOMMA’s success, Christina offered this advice: “Create a minimum viable product at the lowest possible cost. Bootstrap your business as you test its viability.”
“DOMMA will be the leading health and wellbeing brand for mature women,” said Mireia. “We are committed to helping women feel empowered at every stage of their lives.”
Latoya is a Partner Marketing Manager at Woo with a background in B2B tech marketing. In her spare time, she enjoys hiking and traveling in her home island of Jamaica, where she has climbed the summit of the Blue Mountains three times.
