Background
This project is an independent marketing funnel and KPI audit of ROFFA, a Rotterdam-based clothing brand. I analysed their digital customer journey across awareness, consideration, conversion and retention, using publicly available information from their website, search results and social media channels. I then identified potential areas for improvement and suggested KPIs that could be used to measure the results.
Business and Target Audience
ROFFA are a Bauhaus-inspired Rotterdam clothing brand. Their target customers are people who feel connected to the city and want to buy clothing to “carry a piece of Rotterdam with you”. They were founded in 2023 and were originally online and later opened physically in Rotterdam in 2024.
Awareness
They have strong search visibility, appearing prominently in paid search results when I searched the terms “Rotterdam clothes”, “Rotterdam kleding merk” and “ROFFA”
They maintain three social media accounts across Facebook, Instagram and TikTok. The TikTok account seems to be the only channel that is not regularly updated and hasn’t been updated since July. Its following is also significantly smaller than Instagram’s. While this isn’t necessarily a problem, it does raise the question of whether improvements to their TikTok strategy could help increase brand awareness.
Consideration
When considering this brand you are directed to the website. This website is built on Shopify and the first thing you are given is a static header with four images of featured products. These are non-interactable and I couldn’t seem to find the products off the list of products below.
The product page on the homepage shows their most recent items and tells you a little piece about some of their latest collections.
One thing I noticed about the website was that the newsletter sign up was quite difficult to locate. It is at the bottom of the page (note the scroll wheel) and is not a persistent sticky bar. This is the same on mobile.
Conversion
The products are very easy to find and the website brings you directly to the products after scrolling down past the header with the featured products.
It only takes five clicks to get to the purchase page which is very good. A very straightforward purchasing process that doesn’t allow customers to get too confused during checkout. Also offers other products encouraging upselling.
Retention
There is a newsletter that you are eventually asked if you’d like to sign up for if you don’t already have an account with them. They explicitly say that on your next order you will receive a 10% discount. This could be sooner on the homepage as to attract more email sign ups.
The brand’s distinctive Bauhaus-inspired Rotterdam identity may support repeat interest, although I did not observe a specific loyalty programme.
Problems I observed
Potential issue 1:
The newsletter sign up with the discount is only available on the purchase page and it should be on the homepage.
Potential issue 2:
Posting on TikTok stopped and its follower base is significantly smaller than Instagram’s. This raises the question of whether a more consistent TikTok strategy could help increase brand awareness.
Instagram has around 6,000 followers and TikTok around 1,600.
Potential issue 3:
The initial four-image homepage section is visually attractive but isn’t interactive, meaning customers can’t immediately click the featured products.
Recommendations and KPIs
RECOMMENDATION 1 — Newsletter
Observation: The newsletter sign up and the 10% discount are both introduced late in the customer journey.
Recommendation: To have a more visible newsletter on the homepage to encourage more Newsletter sign ups, possibly by using the existing 10% discount.
KPIs: Email sign up conversion rate,
Number of new newsletter subscribers
RECOMMENDATION 2 — TikTok
Observation: TikTok content stopped since July and their following base is significantly smaller than their Instagram page.
Recommendation: Test a consistent TikTok content strategy to determine whether it can increase brand awareness and drive additional website traffic.
KPIs: TikTok views/reach,
Click through rate,
Profile visits,
Website traffic from TikTok
RECOMMENDATION 3 — Homepage
Observation: The static header of four images on the homepage are attractive visually but not interactive meaning customers cannot easily access these products.
Recommendation: Make this header interactive and send the customers to the appropriate featured products.
KPIs: Click through rate,
Page views on featured products,
Conversion rate,
Add to cart rate
Methodology
I conducted a manual review of ROFFA’s publicly available business and digital media channels including Google search results, social media accounts and the customer journey through their website. I analyzed these touchpoints using a standard marketing funnel. Then, I identified three potential areas for improvement and suggested KPIs for each that could be used to quantify the results.
Limitations
I was only able to use what publicly available information there is in regards to ROFFA. That means I was not able to use any private data or information that the company owns. Therefore the recommendations and suggestions given are hypotheses derived from this publicly available information and not statistically backed performance issues. The proposed KPIs are suggestions on how I would measure the success of these observations.
Disclaimer
This is an independent project created for study and portfolio purposes. The analysis is based solely on publicly available information and does not represent ROFFA or imply any affiliation with the brand.
