Axiology
Axiology is a cruelty-free, vegan beauty company fighting waste in the makeup industry. Their Lip-to-Lid balmies are wrapped in 100% recyclable, plastic-free packaging.
Google Ads • Social Ads • Creative
+18,739%
Conversion Rate
-94%
CPA
+4,146%
ROAS
The Beginning
After finding success in retail stores, Axiology wanted to expand their online presence and build a more sustainable revenue stream through DTC sales. Their goal was to improve the quality of website traffic to increase their conversion rate; that's where we came in.
Our Strategy
Our marketing strategy was designed to maximize the reach and impact of our campaigns across multiple channels. To achieve this, we implemented two key strategies: restructuring our existing campaigns on Meta and adding Google Search and Shopping campaigns to the mix. On Meta, we divided our campaigns into two segments: retargeting and prospecting. This allowed us to tailor our messaging to specific stages of the customer journey and increase relevance to each audience.
To improve our performance, we shifted our focus from simply generating traffic to targeting our top-selling products and optimizing our landing pages for conversions. This resulted in a noticeable increase in our conversion rate and average order value, indicating a more effective use of our marketing efforts. Overall, our marketing strategy was based on a data-driven approach that aimed to maximize the impact of our campaigns and engage customers with personalized and relevant messaging.
Before
The previous image lacked context, leaving it unclear what products were being used, who they served, and why they were important.
In our new creatives, we directly addressed target audiences in the copy, crafting a scroll-stopping hook. Additionally, these creatives highlighted benefits and showcased a mix of product images and them in use, providing clarity and relevance to viewers.
Before
Women
Men
System that works
Switching the focus in the paid ads strategy from only traffic campaigns to also including conversion campaigns and Google Ads has helped improve the traffic quality and the website's conversion rate. Using our structured A/B testing of messaging and assets enabled us to understand our audience and will continue to drive an increase in Axiology's brand awareness and return on investment.
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