Liferia - Performance Marketing
Client
Liferia, a beauty box subscription service.
Subscription service offering monthly beauty boxes containing five products from well-known cosmetic brands.
At the time of approaching the agency, Liferia was a relatively young project in the beauty subscription service market. Their main objective was to attract new customers and scale their online presence.
While the focus of the collaboration was on customer acquisition, Liferia managed retention marketing efforts in-house, leaving the agency to concentrate on growing their customer base and optimizing the cost of acquisition.
Background
Background
At the time of approaching the agency, Liferia was a relatively young project in the beauty subscription service market. Their main objective was to attract new customers and scale their online presence.
While the focus of the collaboration was on customer acquisition, Liferia managed retention marketing efforts in-house, leaving the agency to concentrate on growing their customer base and optimizing the cost of acquisition.
Objectives
- Increase online purchases on the website.
- Reduce the average Customer Acquisition Cost (CAC).
1. Low brand awareness and unfamiliarity with beauty box subscription services among the target audience.
2. An inconvenient checkout form on the website that discouraged users from completing purchases.
Challenge
Challenge
1. Low brand awareness and unfamiliarity with beauty box subscription services among the target audience.
2. An inconvenient checkout form on the website that discouraged users from completing purchases.
Solution
A comprehensive advertising strategy focusing on conversion-driven online promotion tools.
Over 10 different tools were tested throughout the campaign. Performance was analyzed regularly, and the budget was reallocated to favor more effective channels, tools, and ad materials.
- Paid ads: Continuous expansion of keyword lists, adjusting bids to secure top positions in search results.
- Social media advertising: Various ad formats and targeting options were utilized, including ads directing to the website and promoted posts. Audience segmentation was conducted based on interests, topics, and age, alongside retargeting efforts.
- A usability audit was performed, leading to an optimized and simplified order form on the website, making it more user-friendly.
Tactical Decisions
Tactical Decisions
- Paid ads: Continuous expansion of keyword lists, adjusting bids to secure top positions in search results.
- Social media advertising: Various ad formats and targeting options were utilized, including ads directing to the website and promoted posts. Audience segmentation was conducted based on interests, topics, and age, alongside retargeting efforts.
- A usability audit was performed, leading to an optimized and simplified order form on the website, making it more user-friendly.
Results
After implementing usability recommendations, the conversion rate increased by 80%.
Through constant management and optimization of the advertising campaign, monthly conversions grew consistently.
The number of direct conversions from advertising sources increased significantly, and the Customer Acquisition Cost (CAC) dropped by 2.7 times compared to the beginning of the campaign.
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