Doofenshmirtz Evil Inc. (DEI), long known for its cartoonishly clever inventions called “Inators,” decided to take its operations online — the friendly way! With the rise of curious tinkerers, imaginative hobbyists, and DIY families, DEI wanted to reach a broader audience and make Inator ownership as easy as ordering socks online.

This case study explores how DEI used Shopify and a smart acquisition funnel strategy — powered by UTM parameters and family-friendly landing page A/B testing — to delight audiences, increase transparency, and boost sales.

Objective

• Main Goal: Increase online Inator sales via a Shopify storefront
• Secondary Goal: Understand which marketing channels, creatives, and landing pages perform best using UTM tracking

Funnel Breakdown

1. Awareness

Channels: YouTube Kids pre-roll ads, Pinterest crafts boards, Instagram Reels, and Google Ads

Messaging Examples:

• “Freeze time — or just your lemonade. The Chillinator is back!”
• “Turn sibling rivalry into science with the Cloneinator (limited edition).”

UTM Setup:

utm_source=youtube&utm_medium=video&utm_campaign=summer_fun_inators

2. Interest

Landing Page Strategy:

• A: “Discover your perfect Inator: Fun for the whole family!”
• B: “STEM meets Silly – Which Inator matches your brainpower?”

Each variant had unique UTMs:

utm_campaign=lp_test_a utm_campaign=lp_test_b

Audience Matching:

• Parents with kids 8–12 responded better to the educational tone
• Young adults preferred the quirky, animated GIF-heavy version

3. Consideration

Site Features:

• Product quiz: “What’s Your Inator Personality?”
• Customer reviews like: “We shrank our picnic table. 5 stars from the Johnsons!”
• Countdown timer on seasonal bundles

Email Campaigns:

utm_source=email&utm_medium=newsletter&utm_campaign=welcome_series

4. Purchase

Shopify Checkout Optimization:

• Apple Pay, Google Pay, and "FriendlyPay" (Shopify custom option)
• Shopify’s checkout insights paired with UTM tracking to show:
• which landing page brought the sale
• which campaign influenced the buyer

utm_source=retargeting&utm_medium=display&utm_campaign=checkout_reminder

Results

• 🛒 191% Increase in Shopify sales over 60 days
• 👨‍👩‍👧 42% of users completed the product quiz
• 🧪 Landing Page B had a 23% higher conversion rate than A with young adults
• 📈 Email open rate averaged 39% with cheerful subject lines like "An Inator a Day Keeps Boredom Away!"

Lessons Learned

• UTM tracking was key to pinpointing what worked with which audience
• A/B tested Shopify landing pages helped tailor the message without guessing
• Wholesome humor and product education boosted family engagement (and trust!)

Final Thoughts

Even zany inventors need clarity when it comes to digital marketing. With Shopify and UTM tracking, Doofenshmirtz Evil Inc. turned silly science into a data-driven success story. From the Freezeinator to the Giggleinator, the team proved that a little laughter, structure, and measurement can go a long way in turning clicks into smiles.

UTM Parametersinator

Make sure to check Dr. Evil's very ownUTM Parametersinator

Next up: DEI is launching the "Inator of the Month" subscription box — STEM-focused fun for future inventors!