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.

We formulated various hypotheses to refine our approach:

– What types of content yield the best results? Modeling shoots, high-quality videos, User Generated Content (UGC), showcasing the costume, or focusing on intricate details.
– Is their sales funnel appropriately configured? Identifying and addressing bottlenecks for improvement.
– How could we enhance their Lifetime Value (LTV)?

Executing our strategy involved testing different interests to determine the most responsive audience. Addressing one of the issues, we built precise audiences and implemented the correct campaign structure for audience testing. Specifically, a Top of the Funnel (TOFU) campaign was initiated, excluding the Hot Audience typically present in the Middle of the Funnel (MOFU) and Bottom of the Funnel (BOFU) phases.

We tested approximately ten audiences, and the results were surprisingly straightforward: the most profitable audiences were those interested in “Swimsuits” and a classic broad audience.

To refine our targeting, we opted to work exclusively within the age range of 18-40. Given the inherently vibrant and attention-grabbing nature of these swimsuits, tailored for a younger audience, we deliberately excluded those aged 40 and above.
We opted to explore the full spectrum of content provided by the client:

– Modeling photoshoots
– High-quality videos produced by a professional videographer
– Full swimsuit photos
– Combinations featuring different swimsuits
– Detailed shots highlighting specific aspects

Crucially, we recognized the need to test various communication approaches in our copy. Initially, the focus was on expressing femininity and accentuating the body, but the results were unsatisfactory.

Upon conducting thorough competitor research, we unearthed a significant insight: most women purchase a swimsuit not primarily for showcasing but rather for the design and quality of materials. This realization was further solidified by scrutinizing comments on major competitors’ posts and Trustpilot reviews.

In response, we pivoted our messaging angle towards emphasizing the product’s quality, its origin of manufacturing (Italy), and the innovative design, aligning with the preferences revealed through our research.
CRO OPTIMIZATION
With the help of our CRO (Conversion Rate Optimization) expert, we implemented numerous optimizations from our Page Product Checklist to enhance the page significantly before the upcoming launch. The key improvements include:

– Crafting a descriptive product title
– Strategically placing the Call to Action (CTA) as the most prominent element on the screen
– Positioning delivery information and returns details below the product
– Incorporating customer reviews below the product, accompanied by stars above the reviewer’s name
– Enhancing the size chart for improved clarity
– Presenting relevant information below the products
– Improving the readability of product information through enhanced formatting
– Shifting the copy to emphasize benefits rather than features
– Implementing an “Add to Cart” process with a smart popup confirming the addition to the cart
– Incorporating cross-sell and suggested product selections below the main product.