Direct-to-consumer health and beauty brand
saw a 76% drop in cost-per-acquisition (CPA)
and a 12% increase in retention rates.
Our client's main source of traffic was from affiliate networks, Facebook, and Instagram. Resulting in lower-quality traffic that was churning too fast and higher CPA's. However, with no diversification, they were beholden to these sources to maintain revenue.
To diversify traffic with the least amount of risk involved, we began by using dispositional marketing tactics to the current warm traffic that was being generated by affiliates and social traffic. We then built a look-alike audience off the current converting customers and a cold prospecting audience of customers who purchased anti-aging skin products in the past but have never been exposed to our client's brand.
reduction in blended