Having built the client base almost exclusively through organic channels, when the pandemic hit, Vegancuts was faced with an opportunity to reach new customers at scale.
However, while the brand was set to grow, its team members were unsure what acquisition cost would make the business profitable. They were convinced that customers from Paid Ads subscribe for 60% less time than Organic customers. That's where we came in.
Utilizing Vegancuts' payment processing times combined with the Analytics sales data by Traffic Source, we determined that Paid Search traffic equaled the CLV of Organic traffic, while Facebook traffic was slightly greater.
With clear KPIs, we implemented a number of strategies to help Vegancuts scale, including Google Shopping, gift cards, and improved creatives.
While many assume it's impossible to use Google Shopping for subscriptions, we have a workaround for it.
We noticed considerable conversions and traffic for "gifts for vegans", so we implemented a landing page tailored for gift traffic and included a gift card option.
The product photography for Vegancuts is very high quality, though some key messaging was not conveyed through their ads.
By adding some key benefits of the products and testimonials, more trust is created with potential customers. Also introducing the text as "your favorite" makes the ad more personal.
System that works
There are two key takeaways from this success story: always follow the data and take time to think outside the box. While Vegancuts assumed Paid channel customers subscribed for 60% less time than their Organic counterparts, the data showed that these subscriptions lasted for the same amount of time. And while many will tell you that you can't do subscriptions on Google Shopping, it's possible, and there are more options than you might think!