This Fashion apparel brand increased its revenue by 100%

A Fashion apparel brand

This fashion brand is known for its eclectic mix of western and ethnic wear, catering to a wide range of customers with diverse tastes and preferences. With a focus on high-quality raw materials and rigorous quality checks, each product is crafted with precision and care, ensuring that customers receive the best possible value for their money. The brand prides itself on its commitment to manufacturing in India, supporting local communities and ensuring ethical and sustainable production practices. Available on various marketplaces, the brand has established a strong presence in the online retail space, making it easy for customers to access their products from anywhere in the world.

Low Average Order Value

The brand's highly discounted/low AOV products have led to a high cost per sale (CPS) of up to INR250, even with a cost per mille (CPM) of INR80. This has resulted in a poor return on ad spend (ROAS), as the cost of acquiring customers is much higher than the revenue generated from sales.

Low visitors-to-buyer conversions

The landing pages (product pages) of the website are experiencing a high bounce rate, likely due to frequent out-of-stock (OOS) items and cut-sized inventory. This means that customers are leaving the website without making a purchase, which can result in lost revenue and decreased customer satisfaction.

Scaling while maintaining Efficiency

Centralized performance analysis and maintaining budget split across prospect, engage, and dynamic audiences have been challenging due to the brand's use of five different Ad accounts.

Optimizing campaigns to
improve the AOV

• To optimize campaign performance for low AOV products, the brand targeted specific regions with lower CPMs, such as Andaman, Arunachal, Bihar, Chandigarh, Chattisgarh, Manipur, Meghalaya, Mizoram, and Tripura. By focusing on these areas, the brand was able to reduce advertising costs while still reaching potential customers.
• Customized offers were introduced on the checkout page, such as Buy 1 Get 1 and Buy 1 Get 2, which incentivized customers to purchase more items and increase their cart/basket size. These strategies can help to increase the average order value and improve overall campaign performance.
  
  

Boosting conversions with category landing pages

• To optimize engagement and reduce bounce rate, the brand utilized category pages as landing pages, as they are more likely to match the user's search intent and provide a better user experience.
• Adyogi's Advanced Catalog analysis was leveraged to analyze the age of product variants and predict potential out-of-stock situations. This helped the brand to proactively manage inventory levels and minimize the risk of products being unavailable to customers.
  

Scaling efficiency on Facebook and Google

• The brand shifted its ad strategy from custom campaigns to smart Ads, increasing the share of smart Ads from 30% to 75%. This allowed the brand to expand its reach to a wider audience, particularly on desktop devices, which can potentially improve campaign performance and increase brand awareness.
• To drive a higher intent-audience at a lower customer acquisition cost (CAC), the brand enabled prospecting with Discovery & Youtube campaigns. This approach can help to target new audiences who are likely to be interested in the brand's products and services, while also potentially reducing the overall cost of acquiring new customers

The revenue of the brand increased by 100%

• The Average Order Value (AOV) was increased by 25%
• Facebook efficiency improved from 3.4 to 8.5x in 12 months
• The CPM rate was reduced by 30% in 6 months - from INR85 to INR61
• Increased the CTR rate by 57% from 1.47% to 2.2%
• Improved the bounce rates and session duration by 30%

*Actual amount is withheld due to privacy and confidentiality purposes.