Nutrafol
Nutrafol is an over-the-counter supplement (specifically, a nutraceutical) produced by Nutraceutical Wellness Inc. and predominantly sold online. The company offers a suite of products that target the underlying root causes of hair thinning, such as stress, hormones, nutrition, and environmental factors, to promote better overall hair health.
Google Ads • CRO • Social Ads • Amazon
+59%
Orders
-84%
CPA
-75%
Ad Spend
The Beginning
When Nutrafol started with Algofy, the company was 68% over their cost-per-acquisition (CPA) target on Search. The mission was clear: hit the CPA target. Due to the poor performance of the previous agency, Nutrafol had to cut its ad spend budget. Nevertheless, Algofy was able to achieve the monthly all-time sales record for Search three times within the first four months of working together.
Our Strategy
Prior to teaming up with Algofy, Nutrafol had just one landing page for their product. Given the personal nature of hair loss, Algofy identified the apparent differences in performance between genders through the previous performance data.
Algofy provided a framework for gender-specific product pages, which visualized the distinct imagery and motivations related to hair loss, specifically for men and women.
We then restructured and segmented the account to have gender-specific campaigns with gendered keywords utilizing the appropriate ad copy and landing page.
Leveraging bid modifiers on demographics enabled this setup to reach a more scalable and predictable account.
Before
Before
Women
Men
Here, you can observe the significant contrasts between gender-specific and targeted landing pages. Notably, the testimonial video prominently features a woman, accompanied by a headline that emphasizes "Women" in italics, indicating a focus on this demographic.
On the other hand, when targeting men, distinct differences become apparent. Alongside the testimonial, these distinctions include utilizing a scalp image tailored to male audiences, as well as adopting a different font choice and employing darker color palettes, all aimed at resonating with this specific demographic.
System that works
Before scaling advertising, it is always important to understand what exactly your audience wants. Creating a streamlined and custom user experience on your website, matched by your ad strategy, will always yield greater returns than delivering the same message to everyone.
