DOMMA is a women-owned wellness brand, founded by Cristina Martínez and Mireia Roca in 2020. The Spain-based company focuses specifically on womens’ health as they progress through their menopausal years. With WooCommerce Subscriptions, DOMMA has built a robust subscription-based business with over a thousand subscribers and seen a remarkable 350% year-over-year growth in 2023.
By integrating their WooCommerce store with Google for WooCommerce, DOMMA effectively reaches women searching for menopause solutions. DOMMA leveraged Google Performance Max campaigns to increase site traffic by 79% and conversion value by 139% year-over-year. Watch this short YouTube video to hear the story directly from DOMMA’s founders:
With a community of over 100,000 women and a dedicated team operating from Barcelona, DOMMA continues to advance its mission of breaking the taboo around menopause and providing essential support to women during this crucial life stage. Woo and Google met with DOMMA co-founder Mireia Roca to learn more about their work and success.
Industries: Healthcare, healthtech, nutrition, personal health, ecommerce, femtech
Use case: Subscriptions, community, increased traffic and conversion
Key products: WooCommerce Subscriptions, Google for WooCommerce
Language: Spanish
Key results:
- Achieved 350% YoY revenue growth in third year of business.
- 79% increase in traffic and 139% increase in conversion value with Google for WooCommerce.
- Leveraged their WooCommerce website and Facebook to build a community of over 100,000 women.
Other products used:
“We launched a women-centered solution (our target audience) in a very neglected market, addressing an evident need. We grew rapidly because we were able to create a large organic community with high engagement, where we shared a lot of educational material about menopause through expert health professionals. We positioned ourselves as the first to openly and naturally discuss menopause, without taboos, becoming the subject matter experts.”
— Mireia Roca, Co-Founder & Co-CEO, DOMMA
We sat down with Mireia, who serves as co-founder and co-CEO, and the Google team to learn more about DOMMA’s story and how they’ve used WooCommerce along with Google Performance Max campaigns to grow the business.
Cristina and Mireia were coworkers at a startup when they first developed the idea for DOMMA. Cristina was experiencing early pre-menopause, and found a widespread lack of awareness and information about the symptoms she was facing.
The name DOMMA was inspired by the Latin domina, which means powerful woman. DOMMA offers a range of nutraceuticals that help women alleviate the various symptoms of menopause caused by hormone imbalances.
Their products are natural, without hormones or synthetic chemicals, and the company offers a community and education to support their customers.
DOMMA officially launched their first products in October of 2021, after building a strong community, starting their website, and publishing a wealth of educational content.
Cristina was clear about content being an important part of their growth: “We grew rapidly because we were able to create a large organic community with high engagement, where we shared a lot of educational material about menopause directly through expert health professionals.”
“We positioned ourselves as the first to openly and naturally discuss menopause, without taboos, becoming the subject matter experts. This, combined with the proven effectiveness of our treatments (scientifically demonstrated and with real testimonials), has led more women to start a plan with DOMMA to alleviate their menopausal symptoms and improve their health during this life stage. Most importantly, loyal customers that come back monthly to continue their treatment.”
The content and community is critical to their brand: DOMMA takes an integrated approach to supporting their customers. For their team, it’s not just about providing the best products; it’s also about supporting women through their entire menopause journey, providing them with the community and resources they need to best manage their health.
Sales picked up in 2022 when they began advertising with Google for WooCommerce, and in 2023, they grew by 350% year over year. The DOMMA community now includes over 100,000 women, with 6,000 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 enables us to reduce development costs and invest in paid marketing and branding, which has been key to our growth,” Cristina shared.
DOMMA’s Woo store provides 99% of their business, with a focus on subscriptions, which account for much of their recurring revenue. And this is just the beginning. In Spain, they’ve begun to sell in some pharmacies and health store retailers.
Cristina chose WooCommerce because of her familiarity with the platform: having worked with Woo and WordPress for many years, with many different products, she was very satisfied with the platform’s functionality and had acquired a high level of expertise. Cristina originally built DOMMA’s website herself, though eventually hired a consultant for the more technical parts.
“WooCommerce is a platform that allows you to be online quickly,” Cristina shared, “with design and usability customized for the user. It lets you include different payment options with just a single click and manage shipping zones effortlessly.”
Cristina doesn’t consider herself a developer, however; she had experience with WordPress and WooCommerce, and that was enough.
“We love the flexibility and agility that WooCommerce offers, and we love the option to customize for anything that we need.”
“WooCommerce was the clear choice and the easiest, smartest option to start the business and scale at the pace we needed,” Mireia added.
DOMMA’s growth is exceptional, but it wasn’t based on luck. Cristina and Mireia both have extensive backgrounds in marketing, so it only made sense for them to leverage Google’s massive usership when thinking about how to grow their business.
When the team began advertising DOMMA, they started by creating different ad settings and creative concepts, and testing 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 was a natural, holistic alternative available for treating menopause symptoms. They wanted to show the masses that there was a modern brand for modern women, there to support them as they age.
With these goals in mind, the messaging for the first rounds of ads targeted discovery; it wasn’t transactional. “While conversions at this stage were still very important to business growth,” Mireia noted, “they weren’t the whole thing.”
Investing in Google ads
Millions of women are constantly searching for solutions for their menopause 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 these two synced and worked well together. They used Meta for awareness and viewed Google as a required platform, because that’s where their audience was searching.
DOMMA increases conversion value by 139% with Google Performance Max Campaigns
DOMMA was an early adopter of Google Performance Max: they started using it in 2023, shortly after the feature launched in the Google for WooCommerce extension. Before using Performance Max, they did branding campaigns.
Using Google for WooCommerce, DOMMA syncs their WooCommerce product catalog to Google’s Merchant Center, and then can create Performance Max campaigns directly in the WooCommerce admin. According to Mireia, Performance Max campaigns were easy to set up, and the tool optimizes campaigns without 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 provides a multi-platform “360-degree” campaign, where customers can interact with products until they are ready to purchase.
After launching with Performance Max, their audience broadened and they saw a 79% increase in site traffic and 139% increase in conversion value year over year.
They’ve also learned a lot about their audience’s interests and concerns by analyzing search behaviors within the Google for WooCommerce extension. They’ve found that women often search for solutions to their symptoms (rather than the root cause), and have found a number of interesting keywords that they didn’t expect would lead people to DOMMA.
DOMMA’s Google Performance Max campaigns have become their top traffic source, which has led them to increase their advertising investment overall. “The biggest impact,” Mireia said, “was placing advertising across all of Google’s channels, including YouTube.”
DOMMA recently raised €950K in funding to support scientific research and the development of new health solutions for midlife women. They plan to enhance their digital support and develop new outreach channels.
Currently, DOMMA’s YouTube has over 16.6k subscribers (a channel that’s seen 19% growth in the time between this article’s outline and draft!) and a podcast dedicated to education and conversation on menopause. Alongside these growing channels, the team is looking into multi-language capabilities for the website, which will help their ongoing growth.
They also look forward to further personalizing their user experience for subscription creation and management. They’re excited to create more user-friendly interactions which they’re confident 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 with minimal costs. Be bootstrappers when testing the viability of the business.”
“DOMMA will be the leading health and wellbeing brand for mature women,” said Mireia. “We’re helping women feel empowered in all life stages.”
Latoya is a partner marketing manager at Woo, with a background in B2B tech marketing. In her free time she enjoys hiking across her home island of Jamaica and travelling. She’s hiked the Blue mountain peak three times.
