DOMMA is a women-owned wellness brand founded by Cristina Martínez and Mireia Roca in 2020. Based in Spain, the company focuses specifically on women’s health during menopause. With WooCommerce subscriptions, DOMMA has built a robust subscription-based business with over a thousand subscribers and a remarkable 350% YoY growth in 2023.
By integrating their WooCommerce store with Google for WooCommerce, DOMMA is effectively reaching women looking for menopause solutions. DOMMA used Google Performance Max campaigns to increase website traffic by 79% and conversion value by 139% year over year. Watch this short video on YouTube to hear the story directly from the founders of DOMMA:
With a community of more than 100,000 women and a dedicated team based in Barcelona, DOMMA continues its mission to break the taboo around menopause and provide the necessary support to women during this crucial life stage. Woo and Google sat down with DOMMA co-founder Mireia Roca to learn more about their work and success.
Industry: Healthcare, healthtech, nutrition, personal health, e-commerce, femtech
Use case: Subscriptions, community, increased traffic and conversions
Key products: WooCommerce Subscription, Google for WooCommerce
Language: Spanish
Key results:
- In the third year of business, it achieved 350% year-on-year revenue growth.
- 79% increase in traffic and 139% increase in conversion value with Google for WooCommerce.
- He used his WooCommerce website and Facebook to build a community of over 100,000 women.
Other products used:
“We launched a solution targeting women (our target audience) in a very neglected market that addresses an obvious need. We grew quickly because we were able to create a large organic community with high engagement where we shared a lot of educational materials about menopause through healthcare professionals. We positioned ourselves as the first to discuss menopause openly and naturally, without taboos, and became experts on the subject.”
— Mireia Roca, Co-Founder and Co-Director, DOMMA
We sat down with Mireia, who serves as co-founder and CEO, and the Google team to learn more about DOMMA’s story and how they’re using WooCommerce alongside Google Performance Max campaigns to grow their business.
Cristina and Mireia were co-workers at a startup when they first developed the idea for DOMMA. Cristina was experiencing early premenopause and found that there was a general lack of awareness and information about the symptoms she faced.
The name DOMMA was inspired by Latin controlwhich means powerful woman. DOMMA offers a range of nutraceuticals that help women alleviate various menopausal symptoms caused by hormonal imbalance.
Their products are natural, without hormones or synthetic chemicals, and the company offers community and education to support their customers.
DOMMA officially launched its first products in October 2021 after building a strong community, launching its website and publishing rich educational content.
Cristina was clear that content was an important part of their growth: “We grew quickly because we were able to create a large, highly engaged organic community where we shared a lot of menopause education directly through healthcare professionals.”
“We positioned ourselves as the first to discuss menopause openly and naturally, without taboos, and became experts on the subject. This, combined with the proven effectiveness of our treatments (scientifically proven and with real testimonials), has led more women to start a plan with DOMMA to ease menopause symptoms and improve their health during this life stage. And most importantly, loyal customers who return every month to continue their treatment.”
Content and community are critical to their brand: DOMMA takes an integrated approach to supporting its customers. For their team, it’s not just about providing the best products; it’s also about supporting women throughout their menopause journey, giving them the community and resources they need to manage their health to the best of their ability.
Sales increased in 2022 when they started advertising with Google for WooCommerce, and in 2023 they grew 350% year over year. The DOMMA community now includes over 100,000 women, 6,000 female customers and over 1,000 current active subscribers.
For DOMMA, WooCommerce is a platform that requires minimal maintenance, eliminating the need for a technical team. “This allows us to reduce development costs and invest in paid marketing and branding, which has been key to our growth,” said Cristina.
DOMMA’s Woo Store powers 99% of their business with a focus on subscriptions, which make up a large portion of their recurring revenue. And that’s just the beginning. In Spain, they began to be sold in some pharmacies and health food retailers.
Cristina chose WooCommerce because of her knowledge of the platform: after many years with Woo and WordPress with many different products, she was very satisfied with the functionality of the platform and gained a high level of expertise. Cristina originally built the DOMMA website herself, although she ended up hiring a consultant for the more technical parts.
“WooCommerce is a platform that allows you to be online quickly,” shared Cristina, “with user-friendly design and usability. It allows you to include different payment options with one click and easily manage shipping zones.”
However, Cristina does not consider herself a developer; she had experience with WordPress and WooCommerce, and that was enough.
“We love the flexibility and agility that WooCommerce offers, and we love being able to adapt to whatever we need.”
“WooCommerce was the obvious choice and the easiest, smartest way to start our business and scale at the pace we needed,” added Mireia.
DOMMA’s growth is exceptional, but it was not based on luck. Both Cristina and Mireia have extensive marketing experience, so it made sense for them to take advantage of the huge number of Google users when thinking about how to grow their business.
When the team started advertising DOMMA, they started by creating different ad setups and creative concepts and testing them to see what worked best for them.
Their initial goals focused on building awareness and brand recognition. DOMMA wanted their audience to know that there is a natural, holistic alternative to treating menopause symptoms. They wanted to show the masses that there is a modern brand for modern women that supports them as they age.
With these goals in mind, there will be reports for the first rounds of targeted ad discovery; it was not transactional. “While conversions at this stage were still very important to business growth,” noted Mireia, “they weren’t everything.”
Invest in Google Ads
Millions of women are constantly looking for solutions to their menopausal symptoms. DOMMA knew there was a perfect audience out there – they just needed to find the best way to get in front of them.
DOMMA decided to advertise on two platforms: Google search and Meta. They found that the two synced up and worked well together. They used Meta for awareness and saw Google as the desired platform because that’s where their audience searched.
DOMMA increases conversion value by 139% with Google Performance Max campaigns
DOMMA was the first user of Google Performance Max: they started using it in 2023, shortly after the feature was launched in the Google for WooCommerce extension. They did branding campaigns before using Performance Max.
Using Google for WooCommerce, DOMMA synchronizes its WooCommerce product catalog with Google Merchant Center and can then create campaigns with maximum performance directly in the WooCommerce manager. According to Mireio, Performance Max campaigns were easy to set up and the tool optimizes campaigns without manual intervention.
Google Performance Max optimizes ad placement on Google Shopping, Search, YouTube, Gmail, Maps, Display Network and Discover to maximize reach to the right audience. It provides a multi-platform “360-degree” campaign where customers can interact with products until they are ready to buy.
After launching with Performance Max, their audience grew and they saw a 79% year-over-year increase in website traffic and a 139% increase in conversion value.
They also learned a lot about their audience’s interests and concerns by analyzing search behavior within the Google for WooCommerce extension. They found that women are often looking for a solution to their symptoms (rather than the root cause) and found a number of interesting keywords that they didn’t expect to lead to DOMMA.
DOMMA Google Performance Max campaigns became their main source of traffic, leading to an overall increase in ad spend. “The biggest impact,” said Mireia, “was placing the ad on all Google channels, including YouTube.”
DOMMA recently received €950,000 in funding to support scientific research and development of new health solutions for midlife women. They plan to improve their digital support and develop new information channels.
Currently, DOMMA has over 16.6k YouTube subscribers (a channel that has seen a 19% increase in the time between the outline of this article and the draft!) and a podcast dedicated to menopause education and conversation. In addition to these growing channels, the team is exploring multilingual website capabilities to help their continued growth.
Also looking forward to further customizing the user experience for creating and managing subscriptions. They are passionate about creating more user-friendly interactions, which they believe will be much more profitable for the business.
For new businesses looking to emulate DOMMA’s success, Cristina offered this advice: “Create a minimum viable product at minimum cost. Be bootstrappers in testing the viability of a business.”
“DOMMA will be the leading health and wellness brand for mature women,” said Mireia. “We help women feel empowered at all stages of life.”
Latoya is a Partner Marketing Manager at Woo with experience in B2B tech marketing. In his spare time, he enjoys hiking his native island of Jamaica and traveling. She climbed to the top of the Blue Mountain three times.