PHASE 1: FIXING META CAMPAIGN STRUCTURES

We started off by making sure our funnels were properly structured with the correct exclusions to be able to acquire new customers. The problem with the account was that the existing customers were seeing ads over and over again causing frequency to be over 4! To avoid that from happening, we excluded every warm audience and immediately saw frequency go down from 4.3 to 1.2 on TOF ads, and down to 2.24 overall.

PHASE 2: REDESIGNING PRODUCT PAGES

The next problem to solve was the crazy high CPMs; from $60 all the way to $197.  We knew the high CPMs were partly because of the 4+ Frequency that we solved during Phase One, and partly because of their website’s VERY low conversion rate of 1.2%. To increase AgelessLX’s conversion rate and consequently reduce CPMs, we developed a fully updated design of their product pages in partnership with a CRO team, focusing on a seamless and simple UX/UI and high-converting hero section. This new design also included 3 upsells as customers check out; a pre-purchase upsell triggered when a user adds to cart, and two post purchase upsells.

PHASE 3: CREATIVE TESTING

With the website converting at a much higher rate and CPMs down, we began our creative testing process. Our goal was to test different creative concepts like:

• Us vs. Them
• Statistics and results
• Credibility and PR
• Feature points of the product

The feature points ads produced winning results for us, and allowed us to actively scale variations of this ad with a budget of over $50,000 per month.

PHASE 4: Further optimizations

Our efforts for AgelessLX went far beyond simply “managing ads." But it’s this holistic approach that makes successful and continuous growth possible. As we continued with AgelessLX, we  developed a new customer quiz funnel to better segment and target audiences, curated UGC videos and testimonials, and our email team took over their email and SMS strategy.