Case Study

Performance Advertising.

Women's Footwear Brand

About Brand (NDA)

A distinguished brand in the realm of women’s footwear, has cultivated a reputation for its commitment to crafting stylish and comfortable shoes. With a focus on ecommerce, Brand has embarked on a mission to bring its exceptional products to a wider audience. The brand’s fusion of fashion and functionality has resonated with its target market, positioning our partner brand as a sought-after choice for women seeking trendy & quality affordable footwear online.

Note: This Brand is under NDA, Brand Name or Exact Metrics cannot be showcased.

Inception
2017
Orders
3L+
Sales
7Cr+
Avg.ROAS
5x

Founders

Nikhil L

Sakshi L

Strategy

Performance Advertising

CRO Optimisation

Store Design & Devops.

Media-Buying Strategy.

Drop-offs & RTO Optimisation.

Industry

Lifestyle Consumer Goods

Category

Footwear & Accessories

Women’s Lifestyle

⬤  01. Challenges

Despite its historical efforts, Brand encountered several challenges while endeavouring to enhance its online sales performance.

The key challenges include:

- Low Online Conversion Rate:

The conversion rate on the brand website was hovering around 1.2%, significantly below the industry benchmark of 2-2.5%. This indicated that a considerable portion of website traffic was not translating into actual sales.

- High Cart Abandonment Rate:

The brand grappled with a high cart abandonment rate of 65%, suggesting that potential customers were dropping off during the checkout process. This issue was hindering the brand’s ability to capitalize on interested shoppers

- Limited Customer Insights:

The brand lacked comprehensive insights into its online customer behavior. The absence of detailed data on customer preferences, purchase history, and browsing patterns hindered the brand’s ability to tailor its marketing strategies effectively.

⬤  02. Solution

To address the aforementioned challenges, We at AdScalar, adopted a strategic data-driven performance advertising approach, implementing the following key solutions:

- Conversion Rate Optimisation (CRO)

Through A/B testing of various website elements, AdScalar identified and implemented changes that significantly improved the user experience for the brand. This included optimizing product page layouts, simplifying the checkout process, and enhancing mobile responsiveness.

- Retargeting Campaigns:

Leveraging data from website pixel tracking, AdScalar launched retargeting campaigns aimed at visitors who abandoned their shopping carts. These campaigns presented personalized ads to remind potential customers of their abandoned items, enticing them to return and complete their purchases.

- Predictive Analytics for Personalisation:

Brand integrated predictive analytics tools to anticipate customer preferences and behaviors. By analyzing historical data, the brand tailored product recommendations and email campaigns to individual shopper tastes, enhancing the relevance of its marketing efforts.

- Segmented Email Campaigns:

Brand segmented its email list based on customer behavior and preferences. This allowed the brand to send targeted emails with tailored content, resulting in improved open rates and click-through rates.

⬤  03. Results & Impact

The implementation of data-driven performance marketing strategies led to significant improvements in brand’s ecommerce sales performance:

- Conversion Rate Uplift:

The conversion rate surged from 1.5% to 2.8% following the CRO initiatives. This represented a 86.7% increase in the conversion rate, effectively bringing brand positioning in line with the industry benchmark.

- Cart Abandonment Reduction:

The retargeting campaigns contributed to a reduction in cart abandonment rate from 65% to 45%. This marked a substantial 30.8% decrease in abandoned carts, highlighting the success of the retargeting approach.

- Enhanced Personalisation Impact:

Leveraging predictive analytics and segmented email campaigns, Brand witnessed a 35% increase in email click-through rates and a 22% increase in email-driven sales. This underscored the effectiveness of tailored communication.

- Revenue Growth:

Overall, Brand experienced a 52% growth in ecommerce revenue over the course of six months. This growth was directly attributed to the successful implementation of data-driven performance marketing strategies.

⬤  04. Conclusion:

In conclusion, Brand’s journey to revamp its online sales through a data-driven performance marketing approach exemplifies the pivotal role of analytics and strategic optimization in achieving ecommerce success. By using data as a guiding compass, The Brand not only overcame its challenges but also achieved remarkable growth in revenue, conversion rates, and customer engagement.

Testimonials

Brand Talks.
Hear it from Founders.

"As a Company that Manufactures Footwear for Men, Pivoting into Online Space, Starting and Expanding into Women's Range while Being Profitable at +ROAS and Lower CPA wouldn't have been possible without Yaseen & Team. At AdScalar we always received the right guidance, plans. approach & most importantly Results! Cheers & All the Best."

Nikhil L

Founder & CEO

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