In Just 30 Days We Grew This Beauty Brand's eCommerce Revenue By Over 54%!
Not only that... We reduced their cost per purchase by 24% AND increased ROAS by 32%... WITHOUT doubling ad spend!
All in 30 days from campaign activation.
Without the right strategies, systems & processes to drive consistent traffic and sales, your online store will fail to grow…
The Problem...
This premium beauty and skincare brand came to us with two goals: improve the profitability of their paid traffic, and then scale.
Prior to working with us, this brand had tried to grow quickly but without a cohesive strategy.
It was very much a strategy of, "let's throw spaghetti at the wall and see what sticks"...
The ads were promoting only a fraction of their range, with messaging and visuals that were not appealing to their ideal customer.
And the website landing pages were not optimised for conversions.
Consequently, their ads were costing them more than they were making back in revenue ?
The situation urgently needed to be turned around...
“We need help to scale...profitably!”
As a beauty and skincare brand, our client operates in one of the most competitive product categories. There are literally thousands of brands on the market in this category!
But our client's products have a very unique point of difference in the marketplace. Their formulations and branding specifically target the over-40 age bracket, not to mention their thousands of 5-star rave reviews, which REALLY sets them apart!
Not having a skilled marketing team in-house and tired of juggling multiple agencies with lacklustre results, they came to us to manage their Meta and Google advertising.
The Solution...
Here were the 5 key steps we took to grow their revenue by 50% in just 30 days:
1. We started by deeply understanding their customers.
You might think you know your customers already, but most people don’t really understand the nuances between their customers.
Some will be motivated by different problems or desires. We started by identifying what those differences were and documenting the different buyer personas.
2. Craft different hooks and angles to appeal to those personas.
From the persona exercise, what benefits can we promote in the creative that might speak to the motivating factor (the problem or the desire)? What is the messaging around that benefit?
Our second step was to write a number of copy variations and start testing which hook or angle appeals most.
3. How do we present the benefits visually?
There are 3 ways to do that: highlight the rational benefit (why do I need it?); demonstrate the product feature (what is the product?), or show the emotional benefit (how does it make me feel?)
At this stage, we started testing the winning copy with these different visuals, again looking for what appealed most.
4. Optimise website for conversions.
Something a lot of people neglect when it comes to their digital marketing efforts is – what do people do when they reach the website landing page.
Our third step was to optimise the landing page content and messaging so that it’s congruent with the winning ad copy and visuals.
5. Iterate and scale.
Through this testing process, we quickly learned what did and didn't resonate with our client's customers. We then took the winning ad combinations and started scaling them rapidly.
We can also started iterating to produce new ad creatives based on those learnings, thus preventing creative fatigue.
Does all this testing seem like it might be a costly exercise?
That’s what many people fear…But the opposite is actually true. We call it “Rapid Fire Testing”.
And it’s actually the fastest way to improve your return on ad spend (ROAS) and be able to scale your campaigns profitably..
The Results...
The single biggest leverage points in this multi-channel campaign success were:
1. Re-designing the campaigns to appeal directly to their buyer personas, in particular their highest-spending customers who purchase high AOV's at full price.
2. Restructuring the campaigns to maximise effectiveness and reduce overlap and wasted budget, ensuring each campaign produces the best results possible.
3. Focusing on conversion rate optimisation on the website landing pages, ensuring the user experience from ad to landing page was congruent for their buyer personas.
The bottom-line results were as follows:
55% increase in revenue in 30 days (compared to previous period):
24% decrease in cost per purchase AND a 33% increase in return on ad spend (ROAS) in just 30 days!
And this was only the beginning!
I don’t know about you, but that’s a pretty good ROI for eCommerce!
While the brand continues to scale and grow and is on track for $200k months, it’s important to mention that they are selling quality products and brands with a proven history of sales. That’s important. The best ads in the world won’t help if you’re trying to sell something of poor quality or that no one wants.
We can't wait to see what our next ecommerce client brings in!
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About Productpreneur Marketing
Here at Productpreneur Marketing, our special niche is working with Shopify stores looking to scale from around $20k per month to $200k per month in sales revenue.
Founded by Catherine Langman, who has over 20 years' experience working in digital marketing with blue chip clients such as Microsoft, Coca Cola, Blackmores and RMK Shoes, as well as launching, scaling and selling her own award-winning international brand.
Bringing this unique mix of experience as an eCommerce retailer and digital marketing expert, Catherine and her team regularly help our clients achieve hugely profitable results, from successfully launching to growing into multi-million-dollar-a-year brands.
Building brands and implementing digital marketing strategies can be technical and tricky. We're here to help make the path forward easier – from strategy to execution – so that you can grow profitably and sustainably.
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