Summary:
This clothing brand was facing major challenges with its digital marketing and was unable to scale online sales. After implementing a Meta Ads strategy with our agency, the brand achieved €285,229 in sales with an investment of €33,479 , achieving an impressive ROAS (Return on Ad Spend) of 8.52 . This case study details the brand's initial problems, the strategies applied and the amazing results achieved.
Initial Brand Problems
The brand had several obstacles that prevented it from growing sustainably online:
-
Disorganized and Random Campaigns :
Marketing campaigns did not follow a clear strategy throughout the year, resulting in low returns and inconsistencies in results. -
Lack of Defined KPIs :
The brand did not know what its key performance indicators (KPIs) were, essential for measuring campaign success and optimizing performance. -
Reduced Flow of New Customers :
The brand had difficulty attracting new customers to its online store, which limited sales growth. -
High Number of Abandoned Carts :
Many users started the purchase process but did not complete it, resulting in a high cart abandonment rate. -
Problems with Conversion Pixel :
The conversion pixel was not configured correctly, which prevented accurate tracking of user actions and adjustment of campaigns. -
Poor Conversion Rate :
The number of visits to the website was not translating into sales, and the conversion rate was below expectations. -
Lack of knowledge about Lifetime Value (LTV) :
The brand didn’t know how much each customer spent over time, which limited its ability to define a long-term strategy.
Our Approach
After a detailed analysis of the business, the ad account and the performance of the Shopify store, we designed a strategy focused on defining clear KPIs and continuously optimizing campaigns.
1. Defining KPIs and Objectives
We established key performance indicators (KPIs) that would guide all marketing decisions:
- Breakeven ROAS : 1.67
- Breakeven CPA : 61€
KPI Objectives :
- Target ROAS : 3.30
- Target CPA : 30€
2. Campaign Structuring
We organized Meta Ads campaigns with a clear sales funnel strategy, allowing for a more efficient customer journey:
- Top of the Funnel : Prospecting campaigns targeting new audiences, using Lookalike Audiences based on the best customers.
- Middle of the Funnel : Retargeting campaigns for users who had interacted with the brand (visited the website or social media), but had not converted.
- Bottom of the Funnel : Ads with personalized offers for those who had abandoned their cart or visited specific product pages, with discounts and incentives .
3. Impactful Creatives and A/B Testing
We developed a wide variety of creatives (over 400 ads over the period), continually testing different formats and messages to maximize results:
- Video ads that highlighted the comfort and quality of the pieces.
- Regular A/B testing to adjust images, videos, and calls to action, determining which elements are most effective at converting your audience.
4. Continuous Optimization and Budget Management
We monitored campaign performance in real time, adjusting budgets and optimizing the conversion funnel:
- Conversion Pixel Optimization : We fixed issues with the pixel to ensure conversion tracking was accurate, allowing you to optimize ads for real results.
- Inventory Management : When we ran out of stock several times, we adjusted our advertising investment according to availability, which avoided unnecessary spending when there were no products to sell.
Results Achieved
With our performance strategy in place, the results were impressive:
- Total Investment : €33,479
- Revenue Generated : €285,229
- Average ROAS : 8.52 (800% return)
- CPA (Cost Per Acquisition) : €12
- Average Ticket per Sale : €103
- Number of Sales : 2,766
- Total Number of Ads Launched : +400
Performance Indicators
- Conversion Rate Improvement : Conversion rate increased by 35% after optimizations on the website and retargeting campaigns.
- Reduction of Abandoned Carts : With cart recovery campaigns and checkout optimization, we were able to recover 40% of sales that would otherwise have been lost.
- New Customer Acquisition : Through Lookalike Audiences and targeted campaigns, we increased the number of new customers by 50%.
Challenges and Solutions
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Out of stock :
The high number of sales meant that stock ran out several times, forcing us to adjust our investment. To address this, we coordinated campaigns according to product replenishment and used a more aggressive approach when stock was guaranteed. -
Challenges with Conversion Pixel :
Initial issues with the pixel created challenges in tracking conversions. By fixing its implementation, we were able to gain more accurate data to optimize campaigns and focus on the audiences that converted the most. -
Lack of knowledge of LTV :
We helped the brand calculate the Lifetime Value of its customers, which allowed for a more informed approach to retention campaigns and long-term strategies.
Key Learnings
-
The Importance of a Full Funnel Strategy :
A clear sales funnel structure, with campaigns tailored to each stage of the customer journey, was crucial to converting both new users and existing customers. -
Constant Testing and Optimization :
Continuously A/B testing ads and creatives has helped us continually improve performance, maximizing returns. -
Precise Audience Targeting :
Defining detailed audiences and using Lookalike Audiences ensured that ads were shown to users most likely to convert.
Conclusion
With a well-structured performance marketing strategy, we were able to generate €285,229 in sales with just €33,479 invested , achieving a ROAS of 8.52 . The clothing brand was able to scale impressively, overcoming all its initial obstacles.
What Can We Do For You?
If you haven't reached your sales goals yet, we can help you:
- Define the KPIs that are appropriate for your business;
- Create a successful e-commerce framework ;
- Scale your campaigns without wasting money;
- Make decisions based on real data ;
- Optimize your online store to increase conversions.
Do you have any questions?
Schedule your free diagnostic session and find out how we can help your brand grow!
