Conversion Rate: Over 6% (with 11% peaks) for 6 months
AOV (average order value): +53%
Brand description
The World’s First Dietitian Created Functional Food Brand to Focus Exclusively on the Mood Supportive Benefits of Gut Healthy Prebiotic Fibers and Resistant Starches.
This model is based on a subscription model. Users buy the product, then can subscribe and receive the product monthly (after 6 months of management, we reached 20%+ of returning customers, still increasing monthly.)
Landing page header with offer
Landing page - the product sold
The Initial Situation
We started to work with this e-commerce after the owner's bad experience with the previous agency. There were some campaigns active with very low results (screenshot below).
As you can see, the strategy adopted by the previous agency was quite confusing. We could find:
Traffic campaigns
landing page view optimization
Post engagement campaigns
Purchase campaigns (fortunately)
The results were bad —> with 3k$+ spent and low returns; even with the retention, they couldn’t reach the BEP.
Fortunately, they made one single correct campaign with good results and one interest, “protein bar,” and we started from it.
We recreated ads, copy (you can see them below under the “creative approach”) and above the offer.
We moved the strategy to a landing page external to the e-commerce (under the same domain and same pixel, but external) for selling the product. Quite often, for this kind of single product, a landing works better than redirecting users to the product page.
To sum it up, the initial situation was:
A validated product to scale
A not structured Facebook strategy, but with an interesting starting point
A not super clear offer to be redefined through a landing page
We redefined our offer with a precise and tailored landing page. Moreover, we constantly updated it until we reached a final product (as you can see below with a stable 6%+ CR, which is extremely high - comparing it to a 2.4% in the same niche).
Our final offer is: These NEW Gut-Cleansing Cookies will eliminate your constipation, bloating, and indigestion in minutes – or your money back!
Gut-Cleansing Cookies will eliminate your constipation, bloating, and indigestion: We discovered after a month of these that the most profitable audience was 45-65.
We spotted the main reason this range of age buys probiotics-health products: the keywords we got were all the ones we added inside our USP: Gut-Cleansing - constipation, bloating, and indigestion.
We Defined Their Dream Outcome
Listed out Every Possible Problem they can Encounter
We added Speed & Convenience
We added a guarantee
Results: stable 6%+ CR (and 11% of retention revenue, in average). In October, we reached 9%+ with the last two details we added.
A perfect offer + product make the difference.
The second problem we had to overtake was the low AOV. It gets a lot of compensation because of the LTV of the client, but we had to overtake 30$ to have good profits.
Current AOV: 27,60$ — past AOV: 18$ (just the price + shipment)
Current LTV: 32.70$ — past LTV: 22$ (some started the subscription, but it was just the beginning)
To increase it, we added a down-sell and a cross-sell inside the landing. When a user clicks “try,” he/she gets a popup with these two offers in sequence. It worked; the 23% of purchased added at least one of them. (Of course, we made different tests, this is the best combination)
First pop-up - Downsell
Second pop-up - Crossell
We added a freebie too, a book of recipes that you can get by leaving a mail (of course, there is a Klaviyo flow if users don’t purchase after).
The results are the ones previously mentioned.
About Facebook started to apply our classic framework starting directly from Phase 2 (creatives testing) with the good audience we got from the previous agency, and we left some budget to get more profitable audiences (phase 1).
As soon as we discovered the best combination, we scaled it up to 500$/d - this one below is a screenshot of the top creatives that brought 700 sales (tracked from Facebook - probably over 1000).
With high-quality traffic + a perfect offer and performing campaigna, we increased the revenue from recurring clients. From the screenshot (below “results”), we can notice how the number of recurring buyers have always been bigger during the months.
We started from 525$ the first month (12%) - until 5000$+ (22%) of recurring revenue. Almost doubled in 7 months.
This makes us understand why a recurring system should be applied to your e-commerce. We are not paying (almost, of course, there are some little costs but nothing compared with returns) to get 22% more revenue; buyers are all from mail subscriptions.
About the creative part, we used a combination of UGC contents and some “Instagram-like” posts. We used the same Post ID to increase the social proof - as you can see from the huge quantity of likes, comments, and shares.
Unfortunately, the big amount of orders cannot be managed. In October, we ended all the products and lowered the budget at the minimum waiting for an improvement of this part of the business, which goes with a high budget.
Scaling an e-commerce means you have to be ready to ship a lot. The owner, unfortunately, didn’t expect that.
Creative approach
Results
When we started
Recurring payment - July
Recurring payment - August
Recurring payment - September
Recurring payment - October
Compared with the previous management:
Total sales: +179%
CR: +346%
AOV: cannot be compared they were selling other products with a value of 100$+. During our management +9%
