Vegancuts
Vegancuts makes it easy to discover the best vegan products through snack and beauty subscription boxes. The company also operates a marketplace for individual vegan products.
Amazon • Google Ads • Social Ads • Creative
+276%
Subscriptions
-17%
CPA
+237%
Ad Spend
The Beginning
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.
Our Strategy
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.
Before
While the product photography for Vegancuts is of exceptionally high quality, certain key messaging points were not effectively conveyed through our advertisements.
By incorporating the key benefits of our products and including testimonials, we enhance trust and effectively communicate with potential customers. Utilizing personal language such as "your favorite" makes the ad feel more tailored and resonates better with the audience.
Before
Women
Men
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. While many will tell you that you can't subscribe to Google Shopping, it's possible, and there are more options than you might think!
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