Volition is an online private label of beauty products. They source product ideas from users, which is then vetted by their team for feasibility and quality aspects. If the idea is cleared, the product is prepared in collaboration with chemists and formulators. It is then launched as a campaign in their community to be voted by users. Products with successful campaigns become part of their permanent offering.
Objective: Increase daily sales and specific product page traffic.
CHALLENGES
• Very high Cost/conv.
• Online sales was reducing month by month.
• Lack of optimization on campaigns.
• Campaigns were not targeting right audience. Marketing funnel was not setup properly.
APPROACH
• Restructured campaigns according to the marketing goals discussed.
• Audience, Kws, location and GMC was adjusted to optimize the campaign according to Google best
practices and to maximize ROAS.
• Separate campaigns launched for ‘Hero products’, ‘Medium selling products’ and ‘dead stock’ in
order to control ad spend and optimization.
• Launched competitors and display re-marketing campaign.
RESULTS
• Significant improvement in conv. rate and reducing overall cost by conversion by 25%.
• With the new campaign structure were able to sell out ‘Hero products’ as well as clear out ‘Dead
stock’ and improve sales of ‘medium selling products’.
• Display marketing help reduced cart abandoners.
