6 x Returns Set All-Time Record for Fashion Brand

About Client

The client is an online fashion company that sells handcrafted sarees and accessories. Their mission is to ensure that fashion lovers have access to high-quality hand-woven apparels that are designed with skilled craftsmanship and modern designs. They have been using their eCommerce website to promote their collections and products.

Background

The client wasn’t new to online marketing. However, their previous advertising efforts did not provide consistent results. Additionally, when the pandemic hit, their revenue flow was severely impacted, resulting in a downward ROAS graph. It is important to note that until March 2020, their advertising activities offered unpredictable and inconsistent results. What they needed was a performance marketing strategy that could help them reach out to their target audience and optimize their campaigns.

Strategy in a Nutshell

After they hired Stan Ventures, we started by developing a consistent ad strategy that would factor in the different aspects of their brand, market insights, and target audience. Through this, we were able to break the performance marketing efforts down into specific, short-term goals. Then, based on the results and the data sets achieved from the results, we planned our next step.

Action Plan

Here is a summarized version of the performance marketing strategy that we used for the client:

  • Data points like city-based delivery options for ad strategy optimization.
  • Factors like age, gender, demographics, geo-targeting, and interests for campaign optimization.
  • Offers, creatives, messaging, and other A/B testing campaign aspects.
  • Shopping data used for creating a targeted buyer persona and analyzing customer journey.
  • Conversion rate optimization by reducing the length of the customer’s journey, decreasing the time for page load, and optimizing critical sections of the client’s websites like the car and checkout pages.

Results

Our performance marketing efforts for the client managed to get results that exceeded their expectations. The initial goal for the campaign was to pull the revenue graph out of the negatives and stabilize it. However, we managed to get consistent revenue on ad spend and a stable upward curve on the revenue graph. Apart from this, within three months, the returns were doubled (from 3x to 6x), the conversion rate was boosted to 141%, and the cost per sale was reduced to 40%. 

Conclusion

  • In order to get the desired results, we need to leverage the key market sentiments. In this case, we kept an eye on the coronavirus and lockdown situation and modified the campaign accordingly. By ensuring that the demands of the market are met, we were able to reach our target.
  • To optimize campaign aspects like age, interests, gender, devices, geolocations, and demographics, we need to create a super-targeted buyer persona.
  • There are certain associated factors that can affect the performance of the campaign, like improved page speed, optimized product page, user behavioral data analysis using CRO aspects, and heat map tools.
  • When we analyze the data, we have the information needed to optimize the campaign points and get a better conversion rate. In this case, we noticed that the product was popular in Hindi as well as Bengali-speaking cities. We used this insight for creating vernacular language campaigns, which helped us reach the right audience and get better results.
  • Based on the shopping and geographical data, we identified the fast-selling products, which enabled faster and better sales for key products.
  • In order to ensure higher conversions, we need to provide the buyers with a better incentive which includes communicating every single USP of the product in the campaign messaging.