RR © 25
2. E-commerce / DTC 5. Healthcare & Wellness

KF Beauty

Kerstin Florian, a premium skincare brand, aimed to accelerate its e-commerce growth by leveraging a robust performance marketing strategy. Focusing on driving online sales and expanding its digital footprint, the approach centered on maximizing visibility and conversions through targeted PPC campaigns, paid social media advertising, and SEO optimization. By strategically targeting skincare enthusiasts and beauty shoppers, Kerstin Florian sought to enhance its digital presence, attract high-quality traffic, and convert visitors into loyal customers, solidifying its position in the competitive e-commerce landscape.

The Challenge
01 // Business Goal

The Goal

1. Improve Conversion Rate Optimization (CRO): Increase the conversion rate of visitors to customers by enhancing the user experience across the website. Address issues such as high bounce rates and cart abandonment to maximize the effectiveness of traffic driven to the site.

2. Maximize ROI from PPC Campaigns: Achieve higher returns from PPC advertising by optimizing keyword targeting, ad creatives, and bidding strategies. Focus on driving high-intent traffic to the website while managing cost-per-click (CPC) and cost-per-acquisition (CPA) effectively.

3. Enhance Visibility and Engagement Through Paid Social: Boost brand visibility and user engagement on social media platforms like Facebook, Instagram, and Pinterest. Develop targeted social media campaigns to attract skincare enthusiasts and convert them into paying customers.

4. Increase Reach and Awareness with YouTube Advertising: Leverage YouTube as a channel to increase brand awareness and reach new audiences through compelling video content. Develop engaging video ads that highlight Kerstin Florian’s unique product benefits and drive traffic to the e-commerce site.

5. Boost Customer Retention and Sales with Klaviyo Email Marketing: Enhance customer retention and increase repeat sales through personalized and automated email marketing campaigns using Klaviyo. Focus on nurturing leads, recovering abandoned carts, and re-engaging inactive customers with targeted messaging and exclusive offers.

02 // Strategy

The Solution

1. Conversion Rate Optimization (CRO):

Tactics

•A/B Testing of Landing Pages and Checkout Process: Conducted A/B testing on landing pages, product pages, and the checkout process to identify elements that maximize conversions. Tested variations of headlines, CTAs, page layouts, and product descriptions to determine the most effective combinations.

•Improved Site Navigation and User Experience: Enhanced site navigation to reduce friction and improve the overall user experience. Streamlined the checkout process, minimized form fields, and added progress indicators to reduce cart abandonment and improve completion rates.

•Personalized On-Site Recommendations: Implemented personalized product recommendations and upsell strategies based on user behavior and past purchases to increase average order value and encourage repeat purchases.

2. PPC Campaigns on Google Ads:

Tactics

•High-Intent Keyword Targeting and Dynamic Search Ads: Developed PPC campaigns targeting high-intent keywords such as “luxury skincare products,” “best anti-aging serums,” and “organic skincare.” Utilized dynamic search ads to automatically match relevant ads to customer searches, increasing reach and relevance.

•Smart Bidding Strategies for Maximizing ROI: Implemented smart bidding strategies like Target ROAS (Return on Ad Spend) and Maximize Conversions to optimize ad spend for maximum ROI. Continuously monitored performance to adjust bids dynamically and improve efficiency.

•Shopping Ads for Product Visibility: Launched Google Shopping ads featuring high-quality product images, competitive pricing, and SEO-optimized descriptions to increase visibility and attract high-intent shoppers directly to product pages.

3. Paid Social Media Advertising:

Tactics

•Targeted Social Media Ads for Customer Acquisition: Ran targeted paid social media campaigns on platforms like Facebook, Instagram, and Pinterest, focusing on demographics and interests such as skincare enthusiasts, beauty bloggers, and wellness seekers. Used engaging visuals, videos, and carousel ads to showcase product benefits and drive traffic.

•Lookalike Audiences for Expanded Reach: Leveraged lookalike audiences based on existing high-value customers to reach new potential buyers with similar purchasing behaviors. Tailored ad creatives to highlight Kerstin Florian’s unique selling points, such as natural ingredients and proven results.

•Shoppable Posts and Stories for Direct Purchases: Utilized shoppable posts and stories on Instagram and Facebook to enable users to make purchases directly from ads. This seamless shopping experience reduced friction in the buying process and boosted conversion rates.

4. YouTube Advertising Campaigns:

Tactics

•Compelling Video Content for Brand Awareness: Developed engaging video ads for YouTube that highlighted Kerstin Florian’s product benefits, brand story, and customer testimonials. Focused on captivating visuals and storytelling to increase brand awareness and attract potential customers.

•Targeted Video Ads to Key Audiences: Ran targeted YouTube video campaigns aimed at audiences interested in skincare, beauty tutorials, and wellness. Used YouTube’s advanced targeting options to reach users based on their interests, demographics, and online behavior.

•Skippable In-Stream Ads for Higher Engagement: Utilized skippable in-stream ads to allow viewers to watch or skip the ad after a few seconds. Focused on capturing attention early with compelling messaging and strong CTAs to drive traffic to the e-commerce site.

5. Klaviyo Email Marketing Campaigns:

Tactics

•Personalized Email Campaigns for Customer Retention: Created personalized email campaigns using Klaviyo to nurture leads and retain customers. Segmented email lists based on purchase history, browsing behavior, and engagement levels to deliver relevant content, product recommendations, and exclusive offers.

•Automated Drip and Win-Back Campaigns: Implemented automated drip campaigns to engage new subscribers and re-engage inactive customers. These included welcome series, educational content about skincare routines, and post-purchase follow-ups to build brand loyalty and encourage repeat purchases.

•Cart Abandonment and Recovery Campaigns: Designed targeted cart abandonment and recovery email campaigns using Klaviyo’s segmentation tools. Sent timely reminders and special incentives, such as discounts or free shipping, to users who abandoned their carts, incentivizing them to complete their transactions.

03 // Statistics

The Results

1. Conversion Rate Optimization (CRO):

Results

•40% Increase in Conversion Rate: A/B testing and improvements in site navigation and user experience led to a 40% increase in the overall conversion rate, turning more site visitors into paying customers.

•30% Reduction in Cart Abandonment Rates: Streamlining the checkout process and implementing personalized on-site recommendations resulted in a 30% reduction in cart abandonment rates, enhancing the overall shopping experience and increasing completed purchases.

•25% Increase in Average Order Value (AOV): Personalized product recommendations and upsell strategies contributed to a 25% increase in AOV, effectively boosting revenue from existing customers.

2. PPC Campaigns on Google Ads:

Results

•9X Return on Ad Spend (ROAS): Optimized keyword targeting and smart bidding strategies on Google Ads achieved a remarkable 9X ROAS, significantly exceeding the initial goals and maximizing the effectiveness of the ad spend.

•50% Increase in Click-Through Rates (CTR): High-intent keyword targeting and dynamic search ads led to a 50% increase in CTR, attracting more qualified traffic to the website and enhancing engagement with potential customers.

•65% Growth in Sales from Google Shopping Ads: The use of Google Shopping ads resulted in a 65% growth in sales, with high-quality product listings driving increased visibility and conversions from high-intent shoppers.

3. Paid Social Media Advertising:

Results

•70% Growth in Social Media-Driven Revenue: Targeted social media campaigns on Facebook, Instagram, and Pinterest drove a 70% increase in revenue directly attributed to social channels, leveraging engaging ad formats to convert skincare enthusiasts into customers.

•50% Increase in Reach and Impressions: Leveraging lookalike audiences and targeted ads expanded reach by 50%, attracting new customers and boosting brand awareness among key demographics.

•35% Higher Conversion Rates from Shoppable Posts: Shoppable posts and stories on Instagram and Facebook achieved a 35% higher conversion rate, providing a seamless shopping experience that encouraged immediate purchases and reduced drop-offs.

4. YouTube Advertising Campaigns:

Results

•60% Increase in Brand Awareness: Compelling video content and targeted YouTube campaigns led to a 60% increase in brand awareness, as measured by ad recall and brand interest metrics. This exposure positioned Kerstin Florian as a premium skincare choice among new audiences.

•45% Boost in Website Traffic from Video Ads: Targeted video ads on YouTube resulted in a 45% boost in website traffic, driving engaged viewers to explore products and learn more about Kerstin Florian’s offerings.

•30% Improvement in Video Ad Engagement: The use of skippable in-stream ads enhanced engagement rates by 30%, capturing attention early and encouraging viewers to visit the e-commerce site for more information and purchases.

5. Klaviyo Email Marketing Campaigns:

Results

•50% Increase in Email-Driven Revenue: Personalized email marketing campaigns using Klaviyo contributed to a 50% increase in revenue generated from email marketing efforts, effectively nurturing leads and retaining customers.

•40% Improvement in Email Open Rates and Click-Through Rates (CTR): Segmented and targeted email campaigns saw a 40% improvement in open rates and CTR, engaging recipients with relevant content and driving them back to the website for purchases.

•45% Recovery Rate on Cart Abandonment Campaigns: Cart abandonment and recovery campaigns achieved a 45% recovery rate, successfully re-engaging users who had abandoned their carts and converting them into completed sales.

6. Overall Campaign Impact:

Results

•9X Overall ROAS Across All Channels: The integrated performance marketing strategy across PPC, paid social, YouTube, and Klaviyo email campaigns resulted in a 9X overall ROAS, demonstrating the effectiveness of a cohesive, data-driven approach.

•60% Increase in Customer Retention Rates: Enhanced email marketing efforts and a seamless shopping experience contributed to a 60% increase in customer retention rates, fostering brand loyalty and encouraging repeat purchases.

•Significant Growth in E-Commerce Sales and Market Share: The comprehensive performance marketing strategy led to substantial growth in e-commerce sales and increased market share, positioning Kerstin Florian as a leader in the premium skincare market.

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