Case Study 1
Meta Ads -(Fashion & Beauty)
Funnel – Strategy
TOF – Finding new audience – Consists of testing phases like- creative, audience, and interest and finding the right potential customers for the business to see which one most resonates best with your target market.
Also employ strategies like A/B testing, lookalike audiences, and interest targeting to broaden your reach and attract new prospects.
MIDDLE – Where you build that trust and handle objections. Crafting compelling messaging that addresses common objections and showcases the value proposition of your product. Also leveraged tactics like retargeting ads, email sequences, and personalized content to stay top-of-mind and help them in their decision-making process.
BOTTOM- This is where convincing them to make the purchase. Implemented persuasive (CTA) messages and offers to the needs and preferences of your audience segments. Urgency tactics, such as limited-time promotions or scarcity messaging, to incentivize immediate action and eliminate any barriers.
POST PURCHASE- Nurturing customer loyalty and encouraging repeat purchases. Implemented post-purchase follow-up sequences, thank-you emails, and exclusive offers to show appreciation.
This involves transforming satisfied customers into brand advocates, driving long-term revenue and customer lifetime value.
Case Study 2 –
Meta Ads @ Google ADS -(Fashion)
Funnel – Strategy
TOF – Finding new audience – Consists of testing phases like- creative, audience, and interest and finding the right potential customers for the business to see which one most resonates best with your target market.
Also employ strategies like A/B testing, lookalike audiences, and interest targeting to broaden your reach and attract new prospects.
MIDDLE – Where you build that trust and handle objections. Crafting compelling messaging that addresses common objections and showcases the value proposition of your product. Also leveraged tactics like retargeting ads, email sequences, and personalized content to stay top-of-mind and help them in their decision-making process.
BOTTOM- This is where convincing them to make the purchase. Implemented persuasive (CTA) messages and offers to the needs and preferences of your audience segments. Urgency tactics, such as limited-time promotions or scarcity messaging, to incentivize immediate action and eliminate any barriers.
POST PURCHASE- Nurturing customer loyalty and encouraging repeat purchases. Implemented post-purchase follow-up sequences, thank-you emails, and exclusive offers to show appreciation.
This involves transforming satisfied customers into brand advocates, driving long-term revenue and customer lifetime value.
Overview
Challenges in February 2024, with high advertising costs, low conversion rates, and inconsistent performance across marketing channels. Over nine months, the team implemented a focused strategy, achieving substantial improvements across key metrics by November 2024.
1. Analysing
In February 2024, critical issues were identified:
- Low Conversion Rate: At 0.36%, the site was underperforming compared to industry benchmarks.
- High Cost Per Acquisition: Retargeting CPC peaked at £136, and Ad Cost per Shirt was a staggering £11.66.
- Inconsistent Sales Channels: Email marketing, although effective (£1,689 in sales), wasn’t maximized.
- Overall Sales Decline: Total sales were only £1,689, with 38 orders and an AOV of £82.83.
2. Researching
Key insights emerged after a deep dive:
Email campaigns were underutilized despite their high ROI potential.
Retargeting campaigns lacked personalization, leading to low CTR (0.59%) and high CPC.
The customer journey showed drop-offs at the cart stage, indicating trust issues or price sensitivity.
Competitor analysis (e.g., Charles Tyrwhitt) revealed the need for emotional storytelling and better promotional strategies.
3. Fixing101
From March to August, a series of targeted interventions were implemented:
Improved Site UX: Simplified navigation, added trust signals (reviews, guarantees), and optimized the checkout process.
Optimized Ad Campaigns:
Retargeting ads were redesigned with personalized messages and visuals.
Search ads were refined with better keyword targeting and compelling CTAs.
Leveraged Email Marketing: Expanded campaigns to include exclusive offers, reminders, and seasonal promotions.
Cost Control: Focused on reducing CPC through better bid management and creative testing.
4. Testing & Optimising
The team adopted a systematic approach:
Key insights emerged after a deep dive:
Email campaigns were underutilized despite their high ROI potential.
Retargeting campaigns lacked personalization, leading to low CTR (0.59%) and high CPC.
The customer journey showed drop-offs at the cart stage, indicating trust issues or price sensitivity.
Competitor analysis (e.g., Charles Tyrwhitt) revealed the need for emotional storytelling and better promotional strategies.
3. Fixing101
From March to August, a series of targeted interventions were implemented:
Improved Site UX: Simplified navigation, added trust signals (reviews, guarantees), and optimized the checkout process.
Optimized Ad Campaigns:
Retargeting ads were redesigned with personalized messages and visuals.
Search ads were refined with better keyword targeting and compelling CTAs.
Leveraged Email Marketing: Expanded campaigns to include exclusive offers, reminders, and seasonal promotions.
Cost Control: Focused on reducing CPC through better bid management and creative testing.
4. Testing & Optimising
The team adopted a systematic approach:
Ad Performance Testing: Multiple creatives were tested, improving Retargeting CTR from 0.59% (Feb) to 0.43% (Nov) and reducing CPC to £10.16.
Email Campaign Success: November email sales reached £3,668, a 117% increase from February.
Conversion Rate Optimization: On-site improvements boosted the conversion rate from 0.36% (Feb) to 0.52% (Nov).
5. Patience
The journey was not without challenges. Some campaigns took months to show tangible results, especially in rebuilding trust with lapsed customers and optimizing retargeting ads. Patience and a commitment to incremental gains were essential to the strategy.