At Lighthouse Lane, you’ll discover a carefully curated collection of pendant light shades crafted from ethically sourced bamboo, rattan, and seagrass. Meticulously hand-woven by talented artisans in Indonesia, these stylish light shades are a testament to Anna Worrall's commitment to using top-tier, natural, and sustainable materials. As the driving force behind the online store, Anna works directly with her artisans to ensure each piece is a unique masterpiece.

Anna says "Lighthouse Lane was born as a result of a 2-year hiatus in Bali. Hubby and I wanted to escape the rat race we were living in Australia, slow down and spend more quality time with our 3 kids.

In the days before I was brave enough to ride a scooter, I spent a LOT of time sitting in traffic. It gave me lots of time to observe what was going on around me in local villages and see the amazing home wares, furniture and light shades being made by craftsmen and women from their homes.

It was the light shades that constantly caught my eye. So many amazing designs being woven by hand, one piece at a time. Having built homes and renovated several times, the lack of unique lighting options always frustrated me – and here it was all around me.

So, on our return to Australia, with the desire to not be caught back up in the rat race and to be able to work more flexibly around our family, the five suitcases we took to Bali became eight, a surfboard – and a container full of gorgeous light shades!"

Anna knew she had a great business idea, but also knew she had absolutely no idea how to run a business, or even where to start.

"I needed a business coach. Someone to guide me, advise me and hold me accountable to enable me turn my idea into reality."

Anna recalls:

Anna started with the Elevatory prior to starting her business in early 2021.

 “One of the biggest things the Elevatory has done for me is give me confidence – confidence in myself that I can do this and know they are there to guide me and give me a push when I need it! They have enabled me to think bigger and have challenged me to think differently about various parts of my business.”

Messaging

Before diving into website creation, it's crucial to define your unique selling proposition and distinguish yourself in the marketplace. Understanding your ideal clients, mastering effective communication tailored to them, and devising strategies to reach them lay the foundation for all your interactions.

Anna collaborated closely with Anna Jonak to fine-tune her messaging and ensure it hit the mark.

Website Creation

Under The Elevatory's guidance, Anna then crafted a high-performing Shopify website with the goal to transform visitors into customers. With a clear homepage menu and strategically designed product pages, the user experience became intuitive and conversion-friendly.

With further insights Anna upleveled the website again, optimised for SEO, faster load times and an improved menu tailored to her audience's preferences, all of which led to a notable increase in conversion rates.

Lead Magnet

Next Anna strategically implemented lead-nurturing funnels on her website, capitalising on the opportunity to engage and convert potential leads. Through extensive testing, Anna identified the perfect lead magnet that not only captures interest but also serves as a powerful catalyst for driving sales.

Traffic

Google Analytics reveals a consistent monthly increase in users, now reaching thousands per month. This growth is attributed to a combination of organic and paid marketing strategies.

Paid Ads

Anna initially focused on mastering Meta Ads so she can confidently manage this herself. In her latest campaign she achieved an impressive x4.8 return on ad spend (ROAS) for her conversion ads in Sep-Oct.

This accomplishment was part of a comprehensive strategy crafted by Coach Caroline, encompassing multiple objectives.

Her ad results for 3 days on 'Green' Friday a $1200 ad spend to $18,000 in sales!

Financials

Thanks to Anna's partnership with The Elevatory, her first year in business saw an impressive $50k in sales, which doubled the following year, moving into her third year, sales skyrocketed into the six figures. How did she achieve this remarkable growth?

1. Implementing systems to stay on top of crucial numbers like profit, cash flow, and margins.
2. Successfully self managing her Meta and Google Ads, guided by coaches Caroline & Jo.
3. Building her email list from scratch to nearly 5000 subscribers.
4. Boosting her average order value by 25% year over year.
5. Growing her social media followers from zero to an impressive 6000.
6. Collaborating with a dream interior designer influencer.

The culmination of these efforts resulted in Anna's best month ever in September 2023, with a 50% increase in average sales, followed by a remarkable 100% jump in October and an astounding 300% surge in November23.

Lifestyle

But most importantly Anna is living her dream life

Reflecting on the past two years since the launch, she vividly recalls the initial aspiration of having a business that allowed her to return to Bali once or twice a year and having a business that fit around her family, so she could be there for pick up and drop off, school assemblies and sports days!

 The Future

Anna's marketing focus is undergoing a shift towards a deeper mastery of Google Ads, guided by Coach Jo, and a continued emphasis on refining her email marketing strategies.

The wealth of accumulated data will play a pivotal role in gearing Anna up for the strategic scaling of her business.

And of course, Anna remains steadfast in savouring the freedom her business affords her in balancing work and family life.