Case Studies
See for yourself what's possible with the right CRO strategist.
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01
Fashion Marketplace
50% increase in purchase conversion rate (CVR)
A fashion marketplace brand had a $20 hero product with amazing reviews, but because of the low AOV, the brand was struggling to sell enough of the product to meet their business goals. They needed to scale ads fast.
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Their current paid social prospecting ads were driving to the product page, and while this page featured some images of the product as well as customer reviews, it lacked the education component this type of audience and product requires.
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Considering the advertising channel was paid social, Ashton created an educational "5 Reasons Why..." listicle. This was a really digestible, fun way to educate paid social prospecting users about the benefits and details of this product that they've likely never heard of.
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When Ashton tested the product page vs. the listicle, the listicle saw a 50% increase in purchase conversion rate with statistical significance. The brand has been able to scale far beyond what they thought with possible in such a short amount of time, with lots of growing still left to do.
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Here is a screenshot of part of the page with all branding, images, and product names removed for privacy.
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02
Women's Clothing Brand
47% increase in purchase CVR
This women's clothing brand needed a more curated landing page experience for paid social prospecting. The homepage isn't always the best place to send low quality prospecting users because it contains distracting "leaks" that can cause a user to bounce from the page before they actually convert.​
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The brand already had a beautiful landing page perfectly suited to the prospecting audience but it didn't perform well the first time they tested it. After a thorough QA of the page, Ashton discovered several technical glitches and site speed issues. She also noticed there were "leaks" in the header and footer distracting users from converting. Landing pages usually have those leaks completely removed.
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Ashton made minimal changes to the page - she removed header and footer navigation, she had the developer fix the technical issues, and she had some videos removed from the page to increase page speed.
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Just with these simple changes, the landing page went from losing against the homepage to beating the homepage out with a 47% increase in purchase CVR with statistical significance.
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Here is a screenshot of part of the page with all branding, images, and product names removed for privacy.
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03
Cosmetics Brand
22% increase in return on ad spend (ROAS)
A cosmetics brand had a top selling hero product that was performing well on paid social prospecting. Ads were pointing to a third-party-like website ranking the top five serums in the category. The landing page compared the brand's serum to four competitors.​
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Even though this page was performing well, the brand wanted to scale even more and the existing landing page kept plateauing.
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Ashton created a Vogue-style top five serums article that was hosted on a third party blog. Ashton recycled most of the content from the original page, but added in more education on serum. She also compared against different competitors and used a totally different layout.
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All paid social ads pointing to the new article quickly became the best performing ads across the account and allowed the brand to scale significantly. This page saw a 22% increase in ROAS, an 8% increase in purchase CVR, and a 13% decrease in CPAs.
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Here is a screenshot of part of the page with all branding, and product names removed for privacy.
04
Swim Brand
10% decrease in cost per acquisition (CPA)
A swim brand was having a hard time breaking into paid social prospecting. Their media buyers were struggling to get efficient ad spend since most items were a lower average order value (AOV). They spent months creating ads for trendy products and quickly shutting them off because the ads got too expensive.
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Ashton worked with their media buyers to pivot the strategy to target one highly-specific audience that their Meta pixel was already seasoned for - older women looking for full coverage swimsuits. She created a landing page that curated their top selling full coverage swimsuits and matched these suits with top reviews from the target demographic. The messaging catered only to women in the target demo. She also included an automatically-applied free shipping offer to remove a barrier to entry for this low qualified audience.
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Even though it wasn't trendy, this new landing page quickly took off and when matched with the right ad creative, the brand saw a 10% decrease in CPAs. The landing page finally unlocked paid social prospecting for this swim brand and they ended up selling out of one of the products featured on the page.
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Here is a screenshot of part of the page with all branding, images, and product names removed for privacy.
