LENS4US: HOW TO INCREASE PROFITABILITY + DECREASE AD SPEND.

THE CHALLENGE.

To focus advertising budget on bringing in new customers whilst nurturing existing customers with organic activities with a result of increasing total revenue, without increasing ad spend.

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THE SOLUTION.

With the help of a customer satisfaction survey we were able to understand the habits of our customers and also realised that recurring customers were also seeing our monthly ads. We decided to exclude them from the campaigns, as they were now actively buying regardless of whether they saw our ads or not.By executing tactics that would allow us to separate existing customers from new audiences, we were able to ensure that all advertising costs were being used to target potential customers.To do so, we had to implement advanced analytics on both the website and our CRM tool. With the help of our CRM and other integrations, we were capable of excluding those who had made at least one purchase from seeing our ads across all channels making sure that our budget was used solely on potential buyers each month. In order to ensure that existing customers were also being reminded of our products and services, we created a series of monthly newsletters targeting existing customers.

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KEY RESULTS.

• 29:1 ROAS average in the last 18 months (from 15 to 101)
• 77% decrease in budget in 12 months
• 44% increase in revenue in 12 months