CASE STUDY — MARKETING
The Context
The client was a US-based boutique fashion label selling high-quality silk scarves and artisanal accessories. Their brand positioning was strong — clean aesthetic, premium packaging, great craftsmanship — and they had a loyal niche audience.
The issue? They were getting decent traffic, but sales weren’t scaling. Most customers bought once. Cart abandonment was high. Retargeting wasn’t delivering returns, and email flows were barely functional.
They reached out to us to improve conversions and increase repeat purchases — without discounting or diluting the brand.
The Challenge
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Low Conversion Rates: Website traffic was steady (~30K/month), but <1% was converting.
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High Cart Abandonment: Over 70% of carts were being dropped.
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Weak Retention: Fewer than 8% of customers returned for a second purchase.
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No Email Strategy: Post-purchase communication was limited to order confirmation and a thank-you note.
Our Approach
We focused on building buyer confidence, nurturing post-purchase, and increasing lifetime value through elegant, non-intrusive retention strategies — all while keeping the brand’s premium tone intact.
What We Did
1.
Conversion-Focused Landing Page Testing
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Ran A/B tests on product pages — included short stories behind each scarf, styling inspiration, and social proof.
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Added “As seen in...” press mentions and founder quotes to boost trust.
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Embedded try-at-home visuals (GIFs showing draping styles) to reduce decision anxiety.
2.
Cart Recovery & Exit-Intent Journeys
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Introduced a 2-step abandoned cart email + SMS flow with subtle urgency (“We’re holding your favorite look.”).
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On-site exit popups used soft hooks — like “See how others styled it” instead of discount baiting.
3.
Post-Purchase Experience & UGC Activation
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Created a 3-email flow after purchase: care instructions, styling guide, then “Share your look” CTA.
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Incentivized UGC submissions with gift cards for future purchases — not coupons.
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Highlighted real customers on product pages and in retargeting ads.
4.
Retargeting Refresh & Lookalike Expansion
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Rebuilt Meta campaigns with fresh creatives using customer photos + aspirational quotes.
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Created lookalikes based on high-AOV and repeat customers.
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Served retargeting ads to cart abandoners 3–7 days post-session, paired with styling videos.
Services Provided
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Landing Page Optimisation
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Email & SMS Flow Setup (Klaviyo)
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Post-Purchase Experience Design
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UGC Campaign Management
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Management of Reviews Across Multiple Platforms
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Meta Retargeting & Lookalike Strategy
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Conversion Tracking & Event Optimisation
Results (After 8 Weeks)
What Worked
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Storytelling (not salesy copy) aligned with the premium audience mindset.
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Customers were more willing to share UGC when rewarded with future brand credit, not discounts.
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The post-purchase flow built trust and encouraged second-time purchases without pushing.
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Retargeting worked better when visuals felt like moodboard inspiration, not typical ads.
Key Takeaways (For Us)
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Premium audiences don’t respond well to urgency — they respond to intimacy, detail, and aesthetic clarity.
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Conversion isn’t just about offers — it’s about confidence (what if I wear this wrong? is it worth it?).
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Creating a beautiful and useful post-purchase experience is the fastest way to improve retention.
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Customer photos are worth more than models when it comes to brand credibility.
