Meta Ads | Clothing | Uammamà Couture | Revenue +823% Compared to last summer
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Key Results
Facebook ads spent: +91,3% compared to the previous summer (with profits)
Revenue: +823% compared to the previous summer
Brand description
Much more than just a swimwear brand! Uammamà was born from the desire to create and
give beauty; from the desire to create costumes that enhance anybody. Beauty does not have a single form, and every woman deserves a costume that makes them feel loved!!
The Initial Situation
These are the main problem we discovered after our discovery call:
Apparently, the funnel structure, based on the campaign/ad sets name, was present, but there were exclusions problems when analyzing in-depth. They excluded only purchasers and people who interacted on Instagram.
They started with two weeks of traffic campaigns, then added to cart opt: pixel had mainly wrong information (and we know that these two kinds of optimizations are not meant for selling).
The creatives were extremely good, but they never made any tests.
There weren't precise communications, no angle or copy were tested, and everything was general and random even though the product has a really good quality.
No audiences were tested; the previous agency went straight with a broad audience and a LAL on add to cart.
No campaign brought profit. They wasted 5,000€ on ATC and traffic campaign. Luckily, they stopped for winter and the pixel was "restored.”
Our goals were clear:
Find out a profitable audience and specific working communication.
It was necessary to introduce our structure correcting their old and wrong one.
Not just Cold Sales: we had to study a Retargeting strategy; one that will increase Customer Lifetime Value over time to lower Acquisition Costs.
Scale our campaign at the end of June - beginning of July, where they normally have their peak.
Facebook/Instagram Ads and Strategy
We started to make some different hypotheses:
What kind of content work best? Modeling shooting, high-quality videos, UGC, costume, or details.
Is their funnel correct? Bottlenecks to be improved.
How could we improve their LTV (Lifetime Value)?
We started with our strategy testing different interests to find out what audience was the most responsive.
Of course, we solved one of the problems by building up the correct audiences and with the right campaign structure for testing audiences: A TOFU (Top of the Funnel) campaign was created, excluding the Hot Audience, typically present in the MOFU (Middle of the Funnel) and BOFU (Bottom of the Funnel) phases.
We tested around ten audiences. The results were clear and simpler than we thought: the most profitable audience were "Swimsuit" and a classic broad audience.
We decided to work only with the age range of 18-40. These kinds of swimsuits are very "showy" and meant for a younger audience, so we directly took off 40+.
We decided to try all the kinds of content that the client provided us:
Modeling photo shooting
High-quality video made by a professional video maker
Full Swimsuit photo
Combinations of different swimsuits
Details of them
Another very important thing to be tested was the communication to be used in our copy. So far, everything was all about femininity expression and body exaltation, but with bad results.
After a deep research on competitors, we discovered that most women don't buy a costume to "show off" but because of the design and the quality of materials.
We got further confirmation after going through some big competitors' comments under their post and Trustpilot. Because of that, we moved our angle to the quality of the product, the provenience of manufacturing (Italy), and the innovative design.
About the contents, we got the best results with details of the product and collection with a good instant experience inside. All the high-quality videos went quite bad, probably because they were thought for branding now for sales. UGC contents with the owners talking about the product worked and had way better results.
For the retargeting phase, we used mostly dynamic carousel and some content with clients' reviews (check the contents below). Both of them started to work immediately because of the good results of the previous phase.
Overall, their e-commerce didn't have a weak point, either (unlucky) a strong point. At the end of the season with our Web designer, we restyled it totally with a minimal and better UX and UI. We couldn't do it now because of the high season, and all the budget was already invested.
The main part to improve is the product page: it has too much information, and we lose the main part where the client has to focus on. We notice a bad drop in traffic there, less than 10% used to go further and start to checkout. Our KPI is to keep it above 15%.
Before and after —> From a wall of text to a simple approach focused on purchase (with expandable information).
With our CRO expert, we applied most of our Page Product Checklist point to optimize it as much as possible before the next lunch. Below are the optimization we made:
Descriptive product title
CTA set up as the most prominent element on the screen
Delivery information and returns below the product
Customer review below the product (and stars above the name)
Better size chart
Relevant information below the products
Easier information to read about the product with better formatting
Copy moved to benefit rather than feature
Add to cart process with a smart popup that confirms you have something in your cart
Cross-sell/suggested product selection below the product
Creative approach
Results
These are the results we archived - Comparing Spring/Summer 2020 to (2021)
(the e-commerce stopped at the end of August - we are selling swimsuits only in Italy. Sales start from April to August. We will restart with a new eCommerce + Google Ads and Klaviyo)
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