Episode 687: [Premium Beauty & Wellness Case Study] How We Increased New Customers 73% & Sales 57% in Q1 2025!

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Ralph Burns unpacks a powerful case study from Tier 11’s vault that showcases how one beauty and wellness brand increased revenue by 57% and new customer acquisition by 73%—all without relying on TikTok or short-form content. Ralph dives into the exact creative strategies, ad structures, and conversion-optimized landing pages that drove the results, with an emphasis on the underutilized power of long-form video, Meta Ads, and segmentation by NAC and NAOV. If you’re a DTC brand looking to scale profitably—especially in the beauty space—this episode is your blueprint.

Chapters:

  • 00:00:00 – Ralph Kicks It Off: A Solo Session Worth Tuning Into
  • 00:00:37 – Inside the Case Study: Beauty Brand Transformation Begins
  • 00:01:06 – Numbers That Matter: 57% Sales Growth, 73% New Customers
  • 00:01:59 – Unlocking the Three Core Levers of Business Growth
  • 00:02:41 – New Customer Acquisition: Cracking the Code
  • 00:03:27 – Increasing Average Order Value (NAOV) with Smart Offers
  • 00:04:20 – Meet the Beauty Brand That’s Breaking the Mold
  • 00:05:03 – Why Data Visibility Changes Everything (NAC & NAOV Explained)
  • 00:06:19 – Real Shopify Results: 73% More New Customers
  • 00:07:12 – Understanding MER vs. NMER (And Why They Matter)
  • 00:08:05 – Why ROAS Isn’t the Whole Story Anymore
  • 00:09:00 – The 22% NAOV Boost—And How It Happened
  • 00:10:08 – What’s Driving the AOV Increase? Spoiler: It’s Not Luck
  • 00:11:26 – Meet the Machine: How the Conversion Engine Powers Profit
  • 00:13:27 – Creative That Converts: The Secret Sauce Behind the Ads
  • 00:17:50 – Paid Traffic Tactics That Actually Work
  • 00:18:47 – Retarget Like a Pro: Smarter Custom Audiences
  • 00:20:21 – Level Up Your Audience Strategy (No Gimmicks Needed)
  • 00:20:48 – Why We Shut Off Meta’s Auto-Tweaks (And You Should Too)
  • 00:22:03 – Turning Organic Wins Into Paid Performance
  • 00:24:19 – YouTube on Deck: Multi-Platform Growth Moves
  • 00:27:08 – Lead Gen Isn’t Just for SaaS: Ecom Tactics You’re Missing
  • 00:28:21 – Landing Pages Built to Sell (and Upsell)
  • 00:35:38 – Don’t Just Sell—Engage with Transitional CTAs
  • 00:40:24 – Wrapping It Up: What’s Next for This Scalable Strategy

LINKS AND RESOURCES:

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READ THE TRANSCRIPT:

Episode 687: [Premium Beauty & Wellness Case Study] How We Increased New Customers 73% & Sales 57% in Q1 2025!

Ralph: [00:00:00] Hello and welcome to the Perpetual Traffic Podcast. This is your host, Ralph Burns, and the founder CEO of Tier 11. Not alongside my amazing co-host, Lauren e Petrillo. She is traveling yet again.

Ralph: The last time we will be traveling, before we will actually be back together to do these shows on a regular basis. I do agree. a lot of the comments that we’ve gotten is, it’s better with the two of us today actually is just me. And we’re gonna be going through a case study, which we’re really excited about, and it is in the beauty and wellness space.

Ralph: It’s an online business and it’s a client that’s been with us for, many years. We’ve done a fair number of chalkboard videos on this example of this type of client, not this one specifically, but what we did in a stepwise [00:01:00] formula, how to grow their business over the course of just the last year. And they’ve been with us for quite some time.

Ralph: The big sort of headline in this whole thing is that they increased their total sales year over year. By 57% and they increased their new customers year over year. As of today’s podcast, this is actually through March of this past year, through last 12 months, trailing 12 months, they increased their new customers by 73% year over year.

Ralph: If you have been a listener of this podcast, anytime in the last year or so we have been talking incessantly about how to acquire new customers, and in this case study here, we’re gonna talk about how to acquire new customers, but not only how to acquire customers, but get them to buy more. When they buy, so there’s a video in this.

Ralph: I’m gonna leave some links in the show notes here. There’s basically [00:02:00] three ways in which you can grow your business. You can acquire new customers. Number one, it’s the most, it’s the hardest one, especially online. Number two is get them to buy more when they buy Increasing. Your average order value or any A OV is what we call it, new customer acquisition costs.

Ralph: Nac, A OV. The amount that they buy when they actually do purchase from you, we refer to AS NAOV, not our A OV. That’s returning customer. A OV or RC or just AAC is all customers, including new customers and return customers. The point is, is if you can crack the code on how to acquire new customers, create new markets for yourself, find people who don’t know who you are, have never bought from you before, and then get them to buy more when they buy.

Ralph: And then the third part to that, the third, like the Holy Trinity of all internet marketing is to get them to buy more often. And that we’re not gonna talk about that here today, but we’re gonna talk about the two big ways in which to grow your [00:03:00] business in the beauty and wellness space. And if you are a beauty brand and you’re selling online, this case study here today is gonna be transformative for you.

Ralph: And of course, if you need our help, you can always go over to two eleven.com/apply. We’d be happy to talk to you about how we might be able to help grow and scale your beauty and wellness business. This is an area we know extremely well. We’ve been doing this for over eight years now and in this space.

Ralph: And, that’s why today’s case study is, is just the culmination of all that knowledge through the years. And it’s primarily through two platforms. It’s primarily through meta. We’re gonna talk about meta quite a bit here, as well as through Google, secondarily with YouTube. And then all of a sudden they have actually started to go into, TikTok and some of the other social spaces.

Ralph: So I’m gonna share my screen here today. I think this is the best way to actually, I’ll try and explain it. If you’re just like you walking the dog, you’re at the gym, you know, getting in your steps, you’re doing work around the house, washing dishes, whatever it happens to be, I get messages from people.

Ralph: It’s like I wash the dishes [00:04:00] and load the dishwasher while I listen to you and Lauren. So it’s very cool actually. everyone who listens to this show, we try and bring it every single week here. So I highly encourage you to watch it and actually see this over on our YouTube channel, which is perpetual traffic.com/youtube.

Ralph: Of course. So let’s get right into the screen share here.

Ralph: All right. So this is the tier 11 beauty industry, case study, beauty and wellness. So beauty and wellness is one of the areas, that we feel we are particularly well-suited for. have gotten great results for dozens and dozens of customers. this one is one that we continuously reinvent ourselves just because you’ve gotten success over a very long period of time.

Ralph: This guy has been with us for almost since the inception of tier 11. That doesn’t necessarily mean that you’re gonna get results today. So what you have to constantly do is you have to constantly look at new ways in which to get better results and have those results sort of pile onto each other and com compound over time, which is what has really happened here.

Ralph: The interesting part of this is because we can [00:05:00] now separate out new customer acquisition cost with new A OV NAC and NAOV, it’s a game changer if you have that kind of data. All the algorithms, all the, platforms are always going to go after the easiest to purchase. Potential clients of yours, people who have visited your site, people who have bought from you before.

Ralph: We’re not talking about those people today. We’re talking about getting new customers and like I said, the big numbers here are their business increased 57% year over year, as of March, 2025 with a new customer count of increasing 73%. So some big numbers here, and we’re gonna show you exactly how we did that here, as well as a couple other metrics, which we’ll get into here in just a second.

Ralph: So let’s talk about the results once again. So here it is, here’s the actual screenshot. This is from inside of, Shopify. And a lot of this just keep in mind today, we share results, but we are very aware of the fact that [00:06:00] a lot of what we show you is confidential. I think the difference between this show and a lot of other shows that you might listen to in the marketing space is that you talk about stuff, we’re gonna actually show it to you.

Ralph: But as a result of that, we have, clients that even though we have it in our agreements, we can show their stuff. we just feel it’s the right thing to do is to keep it confidential. So a lot of what you might see over on YouTube might be blurred out here, which is fine. The point is, is we’re trying to be as transparent as possible, but also, fulfill the wishes of our clients to maintain confidentiality.

Ralph: So here is the screenshot here. Here’s the biggie. You can see, orders increased by 28%. customers overall increased by 25%. This is year over year, like I said, inside of Shopify. This is the source of truth. This is where everything happens right in here. So like the numbers are as plain as day. You see the purple line on the bottom, that’s last year.

Ralph: You see the blue line. That’s this year. So that’s a 57% increase in, revenue in sales, 25 over the last 12 months, year to date so far. [00:07:00] So, pretty, pretty good. new returning customers like I said, this is year to date. Obviously from January to March of this year, we’re looking at an increase of 73% in new customers.

Ralph: And this is something that you can go in your backend, you can go back into Shopify and you can actually see all these metrics. You can see it here. You might not be able to see, all the individual numbers specifically, but we will, show you that there is a 73% increase.

Ralph: These are not photoshopped results here, guys. These are from actual screenshots inside the backend of Shopify, 73%, new customer increase year over year. Pretty outstanding results. So there’s the proof right there. one of the other things that we do measure is mer and mer can be two things. It can be marketing efficiency ratio, or it can be media efficiency ratio.

Ralph: In this case, we use media efficiency ratio. And media efficiency ratio is in essence, all of your advertising spend divided by, or actually all of your [00:08:00] sales in a period, all of your revenue in a period divided by your advertising spend. Some of that advertising spend might also include agency fees. I tend to look at it as marketing efficiency ratio, so I lump in my entire staff for marketing.

Ralph: you can do it any different way that you wanna do it. The point is, it’s a very good way in which to show increases. In the overall effectiveness of your marketing. And so we’ve got a MER increase, greater than 5.1%, and N mer, which was 2.4%. So new customers being acquired, you’re spending a dollar, you’re getting $2 40 cents back.

Ralph: Okay? Your total mer meaning all of your customers, your new and your returning is a 5.1. And if you can’t be making money, at least profit on that, or at least gross profit on a 5.1 mer, you might wanna check with your finances. the interesting part about this business is that they have proprietary products, but they also sell other, manufacturer’s products.

Ralph: So there is, oh, there’s always sort of a gross [00:09:00] profitability question here. Something that’s more of a business question more than anything else. but the point is, is that mers like this are, very, very efficient. And you can see it right here on the screen and right through the Shopify store. In-app roas.

Ralph: Not something that we talk about a whole lot because we sort of discount it a bit, but we do use it as a measuring stick. We always say, all right, ROAS sucks. Meta Google, they’re going to manipulate ROAS as much as humanly possible ’cause they’re gonna lump in new customers with returning customers. I get it.

Ralph: We understand it. We still do use it as a guiding light metric in-app os. Assets reported by meta was 4.3, so pretty good there, but it’s not the thing that we measure. We used to use that as our sole means of measurement. We don’t anymore. We really do use MER and n Me and once again,

Ralph: MER is total revenue divided by all marketing spend, and MER is revenue only for new customers divided by the advertising revenue used to generate to get those customers. Okay, so two different metrics here, [00:10:00] both of which we use, both of which are part of our tier 11 NPIs. You can also get it@perpetualtraffic.com, mpi slash mpi or tier eleven.com/mpi.

Ralph: If you’re not familiar with these terms. We’ve talked about them many, many, many times here on perpetual traffic and will continue to do so because they’re the ones that really do drive businesses. It’s not necessarily the in-app metrics. All right, so these are past 12 months. you can actually see through, uh, March 16th to 2024, March 15th, 2025, they had a 22% increase in NAOV.

Ralph: This is new average order value, and you’ll see why in just a second how this increased. It’s like I said, there’s three ways to grow your business, get more customers, get ’em to buy more. This is NAOV. New customers buying more at the point of sale, point of that original sale, and then also get them to buy more often.

Ralph: This is where email, SMS retargeting to a certain degree really will get you very, very early wins. So if you can increase your N-A-A-O-V, you can [00:11:00] afford to pay more to acquire a customer. And this is a 12 month chart. all the data that we were talking about before was year over year for the first quarter of this past year.

Ralph: This is an increase over the past 12 months. So you can see through the chart inside, Shopify that these are new customers. The NAV is increasing by 22%, so pretty darn good, so far. So that’s the data. Let’s get into the, how we actually did it. So one of the things that is proprietary to tier 11, and you can obviously do this or steal some of it, I think if you’re an internal team, you’re a director of marketing, is we call, what we do, the conversion engine.

Ralph: The conversion engine is basically is four different metrics with a fifth, which I’ll get into in just a second. Which is creative traffic. After the click all surrounded by data on this pretty presentation here, usually it moves. but we didn’t put that one in here. So

Ralph: You can actually see the data belt moving. So the data sort of, it [00:12:00] ties all of this together. So your decisions on how to increase in scale really, is a factor of these three big factors. Traffic after the click creative, creative is a thing that you actually see first, and we’re gonna look at that here today.

Ralph: It’s gonna be blurred out here for obviously for obvious reasons that I mentioned before. Paid traffic. It’s also earned media. It’s also your SEO and your social media marketing. So anything that brings traffic to your site, email, we lump that under traffic. And then of course, after the click is everything that happens.

Ralph: And that’s a huge part of this case study here is how all these things work together, all driven by data. The one thing that this doesn’t have is I look at like the oil that kind of greases the , whole machine. I know nothing about cars by the way, or engines. I was a marketing major in college.

Ralph: Um. And I’ve never worked on my own car. But the point is, is I know there’s oil in an engine and an oil, oil makes it all kind of work. All the gears that don’t get [00:13:00] stuck. we look at the oil of the engine of the conversion engine as strategy. And the chief strategist who has owned this account is one of the best ones that we have at tier 11.

Ralph: And thought of all of these strategies and how they all fit together.

Ralph: When it comes to growing your business online, if you think about this as a methodology, it makes it a whole lot more sense. So anyway, we call it the conversion engine. So let’s get into the first gear. If you notice in the conversion engine, creative is the biggest gear.

Ralph: And the reason for that is that pulls in a lot of the top of funnel traffic, and you’ll see why that’s important here in just a second. When I go through some of the examples of creative, this is very opposite. This strategy that we’re gonna talk about here today is not what you would usually hear from some of these platforms.

Ralph: Short form content reels, TikTok, Obviously stuff on Snapchat, anything that’s short form [00:14:00] video content, anything that’s under a minute, under two minutes under 90 seconds or so is considered short form content. We did not do that here. We did the exact opposite,

Ralph: and it’s one of the ones that we use all the time now is long form video content. If you think about this podcast, it is a piece of long form content and we get a lot of folks, beauty brands in particular, who come to us because they watch these videos and they say, Hey, can’t you do the same thing for me?

Ralph: It’s how you are able to. Demonstrate your expertise and you’ll see in a minute exactly what I’m talking about here. So top performing videos are long form education videos. We call them teach and pitch Trojan horse tutorial videos. You’ll see in just a second kinda what that looks like. the key is, is to rotate in a lot of creative every single month.

Ralph: So, I wouldn’t say dozens, but new creative and then really testing it in a very appropriate way, in a very sort of [00:15:00] methodical way. And you’ll see here in just a second. These guys also do a lot of like what we do on every Friday, we do a tier 11 live every Friday, so we sort of eat our own dog food in a lot of ways.

Ralph: They do Facebook Lives, which is like a live makeup tutorial. Like I said, this is a beauty brand. They sell a basket of products, lots of different skews, but the more important part of this strategy is that they don’t necessarily sell the products, they sell the transformation, and that as all of us as marketers, that’s really at the end of the day, what we’re selling.

Ralph: We are selling transformation. They sell a look, they sell a type of appearance, and I’m not gonna give away what those things are because the proprietary to this client, but it is a look. Think about what is the after state that you want your client, your customer to have when they buy your stuff. What is that thing?

Ralph: They’re not buying lipstick just to make their S red. What is. Making their [00:16:00] lips red, do for them, creates confidence, creates self-esteem, makes them feel good, makes them maybe feel more confident while they’re going to work, more attracted to the opposite sex, whatever it happens to be. That’s the transformation that your product does.

Ralph: This client does this extraordinarily well through their socials, and also we leverage that through paid media as well. So think about that. What does your brand, especially if you’re a beauty and wellness brand, what kind of transformation does your product create? Not just the product itself. Everybody has a product probably similar to the stuff that you have.

Ralph: How does your product transform your client or your customer into something that they want to be or something that they want to become? And that’s what these guys do so well. Obviously with our help, they do that on Facebook Lives. and then we also repurpose a lot of those lives, and then we, shorten them up in some cases.

Ralph: But a lot of [00:17:00] their content you’ll see here is like 30 minutes long, 15 minutes, 30 minutes long, long form video content that people, as meta says, people sit back or they lean back as opposed to lean in. Lean in is their metaphor. For short form content, lean back as longer form content. So it works extraordinarily well here.

Ralph: of course we repurpose all those graphics on Facebook, Instagram, as well as on YouTube. And we’re just starting to really use YouTube here, and might be maybe the subject of, another case study part two once we have even more results over there. So the vast majority of their ad spend is on meta, hundreds of thousands of dollars a month.

Ralph: You don’t necessarily have to start that way. You can start with just, you know, 30, 40, 10,000 or a couple thousand to start. Get it up to a point where it’s 30, 40, $50,000 and if you need our help, obviously we can help you there. Alright, so the second part of the conversion engine is traffic. As you recall, let’s go back to the conversion engine.

Ralph: Okay. There’s our creative, we’ve got traffic, [00:18:00] which is the smaller gear, believe it or not, because that’s just sort of the implementation of campaigns. the point is, is that, creative and traffic working together are vitally important. We’re also getting into the after the click here in just a moment.

Ralph: So let’s get into traffic. Traffic. So we manage the traffic, obviously for this brand. We switch off all advantage plus creative enhancements. We do everything sort of manually. We do it all through the creatives that we work hand in hand with the client on, which I think is super interesting and super important.

Ralph: But we do leverage Advantage plus shopping campaigns for full funnel targeting because there’s a lot that does happen from an NAC and from an ACAC standpoint. But Advantage Plus shopping is one of the campaign types that we use pretty regularly here. The second part to this is that we also still do separate out level two custom audience retargeting.

Ralph: What is level two customizing audience retargeting. Level two is sort of an old [00:19:00] term from the e-comm ad amplifier days. We don’t know what that is. We’ll leave a link in the show notes to make sure that we do put that down.

Ralph: We still do separate out level two custom audiences. So level two custom audiences are people who have engaged in your brand in one way, shape, or form, okay? They are custom audiences, people who have actually landed on your landing page but didn’t buy, Maybe people that have watched your videos, This is a great way of getting awareness. Somebody who has watched a certain percentage of your video, you can then grab that custom audience in app, in meta in this particular case, and then retarget them with a more direct or more sales oriented video, or maybe a more education type video to get them to the next step.

Ralph: Due to the fact that they’ve watched a portion of your video, they’re now warm, they’re now aware of who you are.

Ralph: with the product that’s mentioned. The first 25% of the video in the first two minutes or two and a half [00:20:00] minutes. Okay, that’s a 10 minute video. There’s a lot of different ways to slice this up, but this is a great way of think about how people buy if they don’t know what your brand is. You need some way in which to create awareness in some level of interest, and we do this through video ads extraordinarily well.

Ralph: Not just going always for the conversion. We certainly do that. We also do a subset of. Other campaigns which are really focused on these level two custom audiences, if that makes sense. You watch a certain percentage of a video, then you put another ad in front of ’em that’s more sales oriented, maybe a little bit more education, maybe the next step after what they watch before you’re really naturally taking someone down this customer acquisition path.

Ralph: Or it’s like the customer journey as it’s commonly known.

Ralph: All right. So just for a little clarification, advantage plus creative enhancements. So we turn that off and the reason was is we do that to maintain full control of how each creative [00:21:00] displays across all the different channels. So different placements and different formats. We want full brand control.

Ralph: And this is one of the things that Facebook and or Meta Meta will do. When I say meta, obviously, I mean Instagram, I mean Facebook, I mean obviously audience network, but I mean really here we get a lot of engagement on Instagram and obviously on Facebook. That’s their primary driver for cold traffic, for new customers.

Ralph: So if you have Advantage plus creative enhancements on. It will mix and match. And also some of your creative might not look perfect in the individual format. Think about a reels versus something that’s in the newsfeed or something that you see in your Instagram feed versus, what you would see, in a story.

Ralph: so we’re very, very intentional about making sure that meta doesn’t have full autonomy on that to maintain brand consistency, which [00:22:00] is very, very important for this client. And that was one of the most important parts here. So that just further clarifies that, we definitely did use Advantage plus shopping campaigns for all of these, and obviously integrated in a lot of their organic into what we were doing, seeing what works on organic.

Ralph: This is just one of the, I think one of the more underutilized strategies in paid traffic. Look what’s working on organic, not necessarily your. You know, the meme that you put out, that gets loss of engagement because it’s some kind of motivational quote. Now, if you’re in the, you know, if you’re in the self-improvement space and that is part of your product offering, that motivational quote, maybe it would be, but you have to really look at what’s resonating and organic.

Ralph: And I don’t think people do this enough. And when we do account audits, we go through a month long process in some cases where we really dive deep into business metrics. Oftentimes when we look into the ad accounts, we don’t see these social media management [00:23:00] hooks and engagement tactics coming over to the paid side.

Ralph: So it’s a way for you to sort of be able to, get the cheat code for what works and what resonates with your audience, and then that then. Allows you to have a greater breadth of creative, which for this client, and especially in beauty and wellness, we found this to be absolutely true.

Ralph: Creative is the thing that drives everything top of funnel, and these guys do an extraordinarily great job at educating and then entertaining and then also policing products in that education and entertainment while simultaneously. Selling air quote, selling transformation, not the products themselves.

Ralph: A basket of products is what they’ll usually use to get a specific look, five or six different products, some of which are their own. Some of which are others. The point is, is it’s a strategy that we found very early on working with this client, which said [00:24:00] that is the secret sauce. That’s what we call as the Trojan Horse Tutorial video, and that’s one of the best things about this entire client experience ’cause they produce such great content for us, directed by us through strategy.

Ralph: However, it’s used in the right way, and then retargeted, and then obviously it creates a full funnel experience using Advantage Plus chopping Cam aids.

Ralph: So also YouTube ads is something that we started using back in November of 2024, and we launched it for a new channel, launched it as a new channel for client acquisition. And for right now it’s not a very large spend. So I would say that was a secondary reason why we’ve experienced this. You know, this 57% increase year over year and also 73% increase in new customer acquisition.

Ralph: But YouTube in my sense is that is sort of the next evolution. So we’re taking what we’re learning on one platform on meta, especially, 30 minute videos, 20 minute videos, 10 minute videos. 15 minute videos talking about the look. [00:25:00] All right. Selling the look. I’m not gonna say what the look is, but inside that is the Trojan horse is the individual products.

Ralph: And if you have a large line of products and you have the beauty and wellness space, this is one of the best strategies. I absolutely believe that not only will you acquire new customers, but you’ll get a higher NAOV and NAOV is the key if you can acquire customers by buying in more products or bundling products together, and that allows you and affords you the opportunity to be able to pay more, to acquire a customer and beat the competition, especially in the beauty and wellness space.

Ralph: We see this all the time. It’s one of the reasons why, in my opinion, we’ve got the best creative department on the planet specifically, and especially for this space here.

Ralph: Like I said, one of the things that we’re doing right now is we’re also using a lot of those engagement audiences on YouTube and then. Retargeting those people over on the Google side of the equation. Still a little bit an initial strategy here. Not the main strategy, but like I said before, [00:26:00] video view campaigns, using those as L two, level two targeting, and then targeting those people with more of a sales pitch and maybe a little bit more on the education side, depending on what type of product it is, how long they watched the video, how much engagement there actually was, and then targeting them specifically for individual products and for specific looks that they’re selling.

Ralph: And these guys sell a number of looks, it’s primarily in a demographic that is 30, 40, 50-year-old women, mostly over 40. So spokeswoman is that way. You could do the same thing with your beauty brand. The key is, is just don’t always go for the sale. It’s, a hard thing to do. ’cause a lot of, folks, I just came from the International Beauty Show last week.

Ralph: I got a hard sale left and right. Like the space just in general is a little bit that way, which is fine. I have nothing against it as a former salesperson, and I still consider myself a salesperson. However, you have to really follow human nature. And human nature [00:27:00] is you educate me, inform me, entertain me, grab my attention, and then sell me.

Ralph: And this is such a beautiful way in which to do that. I should also say that these guys did, quite a bit of lead gen campaigns, and I think this is one of the areas that is underutilized. Lauren and I talk about this all the time on perpetual Traffic, is lead gen campaigns for e-commerce. I’ll show one of the ads here and the landing page in just a second here.

Ralph: It’s gonna be blurred out don’t get frustrated. But the point is, is that when you actually have someone on your site, and if they are exiting, there is an exit pop that you can actually use. which we use a lot of our e-commerce brands, is that if they are bouncing off the site, offer them a coupon code in exchange for their email, offer them some kind of value add.

Ralph: We also do lead gen for e-commerce. We use the purchase conversion campaigns with lead gen ads as well as a supplement to this. So you’re building your list, your engagement list, and then you’re using your [00:28:00] email and you’re getting those lists as custom audiences that you can then target with more specific product based ads.

Ralph: So a lot going on here, but the big thing is, is engage first. And while you’re engaging in entertaining, you can sell. And it’s one of the keys to success here. All right, so let’s get into the after the click component of this. And this is one of the things that, when I was actually running ads on this account way back when, this was the area that I really felt that we could make the biggest inroads to enhance new average order value.

Ralph: So, Once again, there’s three ways to grow a business, get new customers, get ’em to buy more when they come, get ’em to buy more frequently. This is number two after the click is super important here, lemme show you exactly what we did here.

Ralph: So what we did is we did conversion optimized landing pages that had all of the products. Like you’ve got a video that is talking about a look and a bunch of products, let’s say a handful of products, a basket of products, like five products in most [00:29:00] cases, maybe six, maybe seven in some cases. And then the page that you send them to.

Ralph: We used to do this with collection ads. This is sort of a nice little hack you can do. You can actually create a collection ad and have all the products sort of underneath the video in the newsfeed. We were doing that for quite some time and

Ralph: our media buyer, was really good at controlling the supply chain, knowing what was in stock, what was outta stock, managing the feed, the product feed on the platform itself. However, we really were able to remedy this issue by converting them over to the Shopify platform and then create landing pages that have all the products individually on there.

Ralph: Now, one of the things you might say is, well, if you’re selling all five products, why don’t you just have one page with all five products they can buy with one click? Each individual product, as you know, in the beauty and wellness space, is based upon, color shading, magnitude of the point for an eyeliner. [00:30:00]

Ralph: there’s so many different, like the brush length for mascara. There’s a lot of variables here, and it depends on the individual person. So you can’t necessarily put it all together on one. You might be able to do it if you get very, very demographic specific, but in most cases it’s more of a personal preference.

Ralph: So you do have to click on each individual product to buy it. The beauty is, is that on the page itself has the same video that’s being shown in the newsfeed. So in case they didn’t watch it all the way, or you know, when you click on a video and then you click on the link in your newsfeed, it will then populate the page underneath the video so you can actually have the video still being shown and then the individual can then scroll through and click to individual products.

Ralph: So we list all the products on those pages and that was, super, super important. So these are very, very conversion optimized product pages, which I’m gonna show you in just a second here. And it sort of shows you [00:31:00] exactly what it’s all about. So on the conversion optimized product pages, you’ve got a detailed product description.

Ralph: And this is probably a good time to maybe show that page, but I’m gonna show it in just a second here. But we also do the step-by-step instructions. We reiterate everything that they’re actually watching in the video, and they have a curated section with testimonials, multiple before and after images done in a meta friendly way.

Ralph: And as a result of that, these pages have been optimized and just. Really just cro to death, to the point now where they’re just increasing average order value. As you can see in some of the stats that we just talked about, on the earlier part of the show, let’s not forget that there is an email marketing part to this broadcast messaging using the list that’s all working in concert with each other.

Ralph: So you can combine this with email marketing obviously, and when they actually do land on the site. Like I said before, if they don’t opt in, there is actually a, a [00:32:00] section on the page for a beauty secrets lead magnet. Not a lot of people do this. They say, well, just send them to the product page and don’t give them any other option.

Ralph: Well, not all people are going to buy when they land on that page. And once again, this is a page with multiple products. And then way down at the bottom, there is an opt-in box for these particular beauty secrets that are very much. In brand and in alignment with the overall goal of the organization, which is, they have a much higher purpose than just selling beauty products.

Ralph: It’s really, it’s self-esteem for women. It’s just a great vision for the organization, especially through the founder and the co-founder. And if you have something that’s very much an alignment with your vision as an organization, as a lead magnet, beauty secrets, testimonials, tutorials, all of that sort of stuff is included in on that email sequence.

Ralph: It’s a very, very effective way to engage new potential clients of yours or customers of yours to ultimately buy. And then [00:33:00] using email and SMS to prompt them back to the individual products that they’ve shown interest in. Of course anyone who lands on a landing page will then do DPA retarget.

Ralph: Retargeting, dynamic product ads are just sort of a cornerstone of any e-commerce business and that obviously adds in more. We didn’t really even talk about it that much here on the traffic side, but obviously retargeting anybody who hits the page is automatically gonna be retargeted with a dynamic product ad that has those five products and or related products based upon which product they clicked on, which product page they went to, and especially on meta dynamic.

Ralph: Product ads are absolutely just a killer, edition. We don’t really even talk about it here too much in the case study. Last but not least, offer an irresistible offer. Once you get to the page itself, people are going to bounce unless you give them an irresistible. Way to buy. This has not been split tested.

Ralph: Okay. I would highly recommend that you split test this ’cause this is really [00:34:00] key. Is that in their case, they used a buy three and get 20% off. Buy three products, get 20% off. You can do buy three products. Have it. look through your Shopify backend, see where people are or what your average order value is, and then add products that are just slightly higher of that average order value and see if you can actually increase your new A OV or your NAOV with special incentives.

Ralph: Maybe your average order value is a hundred dollars. Maybe start adding, Hey, spend $125 and get 20% off or get free shipping. There’s a lot of different ways in which to look at that. Second part of how to grow your business, which is to get them to buy more once they’re actually there, and also increase your conversion rates at the same time.

Ralph: At one point in time, they did actually have a free shipping offer on their site and they realized it wasn’t the [00:35:00] best thing financially for them. So the buy three get 20% off is a better way to do it, and it’s a nice incentive. A 20% incentive once you actually hit the page is really, really good. And then you can use a coupon code that they actually add in on the cart at the end.

Ralph: So they’re doing a lot of things right here, like all the different parts, and we’re really just scratching the surface on all the other things that we did in addition to the stuff that we just mentioned here on today’s show.

Ralph: So if you’re on the YouTube channel, you can actually see some of the things that I just described here. Buy three makeup items to get 20% off today. Use gift code 20. Okay? And then you can also, get tips. You can click get the lead magnet. One of the most underutilized things in e-commerce that we see is always going for the sale. And I know I said this before, but I’m gonna say it again because it is so vital, is have a transitional call to action. Okay? A transitional call to action. This is a word from Donald Miller at StoryBrand, which is a great book.

Ralph: You should read it. We’ll leave [00:36:00] links in the show notes if you wanna buy it. It’s one of the best books when it comes to how to sell online, and it makes sense. Everyone who comes to your site isn’t necessarily ready for the primary conversion. Give them another option. Everyone says, oh, well, you know, if you give them too many options, the confused mind says no.

Ralph: Well, you know what the confused mind says is if you only give them one option, then they say no. If you give them one option and maybe a secondary conversion or a transitional call to action is what it’s called, meaning get seven beauty tips to help improve your self-esteem, they will say yes more often.

Ralph: They might not say yes right now to your primary conversion, but they will say, yes, send me more information. I’m not quite ready to buy yet. I still want to check you out, but I do wanna engage with you. I’m impressed, but I’m not so impressed. That I’m gonna buy. So one of the more underutilized, transitionary [00:37:00] call to action or transitional call to action that I see, when we do audits for e-commerce brands, especially in the beauty and wellness space.

Ralph: So here is the actual ad here itself. You’re gonna see this is mostly blurred out, so we’ve got really good, ad copy. We’ve got a good usage of emojis here as well.

Ralph: We’re very much in alignment with the brand. Like I said, we’re keeping this brand confidential for obvious reasons here. So lemme just show you sort of what the video kind of looks like.

Ralph: And when I click on the video here, it’s gonna go to full screen.

Ralph: As you can see as she’s doing this, she is doing a tutorial with showing you how she uses certain individual products and that’s the key. And then how to apply them specifically. And this is a 14 minute video and in each one she talks about the individual product. This, in this particular case, this is the mascara.

Ralph: You can see sort of the branch presents each one to create this specific [00:38:00] look. Here is the product placement here at the end as well. Now the key to this is once you actually go, you’re gonna see now the landing page. Once you click on the ad, this is the landing page. A lot of this is gonna be blurred out.

Ralph: You can see they have a gift code here, immediately, which also clicks over to shop now. So gift code, 20% off an incentive potentially to buy. All right. I’m a, user, I’m copying that and then I’m Xing out and this is the page. Okay? It’s the same video, but you actually have 1, 2, 3, 4, 5, 6, 7 products.

Ralph: Here. All of these are blurred out, of course, and the brand is blurred out. But I think you get the idea here. If you’re selling a package and you also have testimonials or reiteration of what you just saw in the newsfeed, it’s absolutely brilliant. This is something that we were pushing for for them for so long, and then they change the platform for their site, brought it over to Shopify, and we were [00:39:00] able to really utilize their blog Here specifically, we’re sending traffic to a blog.

Ralph: In most cases, this is not a product page, which is just absolutely killer. , and then there’s also, you may also like very much in alignment with Amazon, if you wanna look at how the best, e-commerce site in the world and, controls 42% of all online sales. This is exactly what Amazon does. So these guys are doing the same sort of thing.

Ralph: And then also there’s other additional products that you can see down here. And then last but not least, there’s the watch, the tips. she gives away tips for specific applications of some of the products. There’s always sort of more and more content. And then of course, bottom line here, like I said before, is you have a transitional call to action.

Ralph: learn the seven best beauty secrets. So really just a tremendous page. This page took a lot of work to put together. It’s been split tested, and [00:40:00] it’s just chunky. It’s got lots and lots of information, and it’s in essence, I won’t show you the actual URL here, but this is on their blog. This is on their news page, and it’s a non-traditional way in which to sell a bundle of products to achieve a specific look.

Ralph: And in this particular case, this is for women over 40 for this specific type of look. That is the case study in a nutshell. I mean, the, the results here are astounding. I mean, really, if you’re looking at a perfect way to sell a beauty brand or if you’re an e-commerce store and you’re listening to this. This formula is one. I have never seen anyone else do it. And we’ve been doing it for years and years now with this particular client and constantly iterating it, making it even better.

Ralph: And you can’t argue with the results, especially just in the beginning part of the year, increasing their sales by 57% year over year and increasing new customer [00:41:00] sales year over year by 73% while maintaining really healthy MER of greater than 5.1 and an NMR of greater than 2.4. And we’re scaling on meta and we’re also introducing more on YouTube.

Ralph: So hopefully we’ll have another case study for this, how we’re integrating YouTube into this. We’re using YouTube primarily as just a brand awareness play. Lower spend. Like I said, they’re spending, hundreds of thousands of dollars per month on meta. Not quite as much on YouTube because we’re still sort of slowly working our way in it.

Ralph: We did do a TikTok. Campaign for them quite some time ago and didn’t really resonate quite as well. We sort of went back to meta and what we’re really doing here is we’re expanding out the market for them with new content, constantly new looks, new products. And obviously they, introduced their own beauty line, just within the last year, which is tremendous.

Ralph: So just a great overall case study here. Hopefully you’ve enjoyed this, gotten a lot from it. of course, if you’re [00:42:00] a beauty and wellness brand and you want this done for you and you want the same types of results, obviously there’s no guarantees in life, but there is a lot here to sort of latch onto If you want us to do it for you.

Ralph: We, we’ll certainly, be more than happy to talk to you over@twoeleven.com. So I’m gonna leave all the links that I mentioned here on the show notes, a couple of new videos that we’ve done, which talk specifically about. Nac, the three ways in which to Grow Your Business, which you mentioned here multiple times here, obviously NAOV, the NPIs.

Ralph: If you haven’t gotten your MPI download or your NAC calculator, how to calculate your own new customer acquisition cost, get that over@tiereleven.com slash nac. Like I said, we’ll leave all the links for all the resources that we’ve mentioned here on today’s show over@perpetualtraffic.com. So I’d be really interested to see what you think about today’s episode.

Ralph: leave links on our YouTube videos. We respond to those as well as over on Spotify. And of course, wherever you listen to podcasts, [00:43:00] leave us a rating and a review. We would love to get more of those. It allows us to reach more marketers just like yourself, directors and marketing, VPs of marketing people who are doing this kind of stuff day in and day out in order to do it the right way.

Ralph: hopefully today’s example, you’ll agree with me is the right way to do things while also achieving the vision of the organization, which is, one of the most important things that we try to do here at Tier 11.

Ralph: So, as I mentioned before, on behalf of my amazing co-host, Lauren e Petrillo, who is quite the beauty expert herself, and she’s gonna be jealous, she missed this one. make sure that you do watch this over on perpetual traffic.com/youtube to get even more of the insights that we mentioned here in today’s show.

Ralph: And of course,On behalf of my amazing co-host, Lauren e Petrillo, until next show, see ya. [00:44:00]

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