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CHLEAR LP

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CHLEARX
CHLEARX

D2C Beauty Brand Success Story: 350% ROAS Increase in 90 Days

Executive Summary

In just 90 days, CHLEARX transformed a struggling D2C beauty brand’s performance marketing strategy, achieving:

  • Monthly revenue growth from ₹40L to ₹1.2Cr
  • 350% increase in Return on Ad Spend (ROAS)
  • 64% lower Customer Acquisition Cost (CAC) compared to industry average

Client Challenge

Our client, a premium D2C beauty brand, faced several critical challenges:

    • Stagnant monthly revenue despite increasing ad spend
    • High customer acquisition costs eating into profit margins
    • Inconsistent ROAS across marketing channels
    • Limited data utilization for campaign optimization
    • Need for rapid scaling while maintaining profitability

Our Strategic Approach

Comprehensive Audit and Analysis

  • Conducted deep-dive analysis of existing marketing campaigns
  • Identified key performance bottlenecks and opportunities
  • Analyzed customer journey and conversion patterns
  • Evaluated competitor strategies and market positioning

Data-Driven Optimization Strategy

Advanced Analytics Implementation

  • Deployed enhanced Google Analytics 4 with custom event tracking
  • Implemented Facebook Pixel with advanced matching parameters
  • Set up cross-domain tracking for accurate attribution
  • Created custom UTM parameter framework for granular tracking

Customer Journey Analysis

  • Implemented heatmap and session recording via Hotjar
  • Created funnel visualization for key conversion paths
  • Set up advanced e-commerce tracking
  • Developed custom attribution models

Reporting Infrastructure

  • Built automated reporting system using Google Data Studio
  • Created real-time performance dashboards with key metrics
  • Implemented automated anomaly detection
ROAS by channel
CPA trends
Product metrics
Customer LTV

Performance Metrics Framework

Primary KPIs
  • ROAS targets by category
  • CPA thresholds
  • AOV improvement goals
  • Customer retention metrics
Secondary Metrics
  • Add-to-cart rate
  • Cart abandonment rate
  • Page engagement
  • Email capture rate

Multi-Channel Performance Enhancement

Paid Social Media Optimization

Campaign Architecture
  • Implemented Facebook's Campaign Budget Optimization (CBO)
  • Created structured campaign hierarchy:
    • TOF: Prospecting campaigns with broad targeting
    • MOF: Social engagement and video view retargeting
    • BOF: Dynamic product ads and cart abandonment campaigns
  • Utilized automated rules for bid adjustments based on ROAS
Advanced Audience Strategy
  • Developed custom audience segments:
    • Lookalike audiences based on high-value customers (1%, 3%, 5%)
    • Interest-based stacks with behavior overlays
    • Engagement-based retargeting segments (30, 60, 90 days)
  • Implemented value-based lookalikes using purchase value data
  • Created exclusion matrices to prevent audience overlap
Creative Optimization
  • Implemented dynamic creative testing:
    • Split testing of image vs. video content
    • Headline and copy variations
    • Call-to-action button testing
  • Created mobile-first video content in multiple formats:
    • Short-form (15s) for awareness
    • Long-form (60s+) for consideration
    • Product demonstrations for conversion
  • Utilized Facebook's A/B testing feature for statistical significance
Technical Implementation
  • Set up Advanced Matching parameters for improved tracking
  • Implemented Conversions API for enhanced data accuracy
  • Created custom events for micro-conversions:
    • Add to wishlist
    • Product view duration
    • Cart interaction events
  • Developed automated rules for:
    • Bid adjustments based on ROAS
    • Budget pacing
    • Creative rotation

Google Ads Optimization

Search Campaign Architecture
  • Implemented account structure based on product categories:
    • Single Keyword Ad Groups (SKAGs) for high-value terms
    • Theme-based ad groups for broader terms
    • Dynamic Search Ads (DSA) for coverage
  • Advanced keyword research and implementation:
    • N-gram analysis of search terms
    • Competitor keyword gap analysis
    • Search intent mapping
  • Negative keyword strategy:
    • Account-level exclusions
    • Campaign-specific negatives
    • Search term pattern analysis
Smart Bidding Implementation
  • Utilized Target ROAS bidding with custom adjustments:
    • Device-specific targets
    • Geographic bid multipliers
    • Dayparting based on conversion data
  • Portfolio bid strategies for product categories
  • Sequential bidding based on customer journey stage
Shopping Campaign Optimization
  • Implemented tiered shopping campaign structure:
    • Priority levels based on product margin
    • Custom labels for seasonality
    • Price competitiveness segments
  • Feed optimization:
    • Enhanced product titles based on search data
    • Custom labels for automated bidding
    • Dynamic price competitiveness monitoring
  • Supplemental feed implementation for:
    • Enhanced descriptions
    • Custom labels
    • Promotional content
Technical Setup
  • Conversion tracking enhancement:
    • Value tracking for all conversion actions
    • Enhanced e-commerce integration
    • Cross-device attribution
  • Automated rules implementation:
    • Budget pacing
    • Bid adjustments
    • Alert system for performance changes
  • Script deployment for:
    • Automated reporting
    • Bid management
    • Quality score monitoring

Advanced Testing and Optimization Framework

Systematic A/B Testing Program

Creative Testing Matrix

  • Image variables:
    • Lifestyle vs. Product
    • Color schemes
    • Typography
  • Video variables:
    • Length
    • Format
    • Call-to-action placement
  • Copy elements:
    • Headlines
    • Body text
    • CTAs
  • Social proof integration methods

Statistical Methodology

  • Statistical significance threshold: 95% confidence level
  • Minimum sample size calculations for each test

Landing Page Optimization

Technical Implementation

  • Server-side rendering for improved load times
  • Lazy loading for images and videos
  • Mobile-first responsive design
  • AMP implementation for search campaigns

CRO Elements Tested

  • Hero section variations
  • Social proof placement
  • Add-to-cart button design and placement
  • Product image galleries
  • Cross-sell recommendations
  • Exit-intent interventions

Performance Optimization Protocol

Weekly Optimization Cycle

  1. Data Analysis and Insight Generation
  2. Hypothesis Formation
  3. Test Implementation
  4. Results Analysis
  5. Strategy Adjustment

Bidding Strategy Refinement

  • Hour-of-day bid adjustments
  • Device-specific bidding
  • Audience bid modifiers
  • Geographic performance optimization

Technical Performance Monitoring

Site Speed Optimization

  • Core Web Vitals monitoring
  • Server response time tracking
  • Asset delivery optimization
  • Cache implementation

Conversion Rate Analysis

  • Funnel drop-off analysis
  • User journey mapping
  • Error tracking and resolution
  • Cross-device behavior analysis

Custom Analytics Implementation

  • Enhanced e-commerce tracking
  • Custom event tracking
  • User behavior analysis
  • Revenue attribution modeling

Results and Impact

Month 1
85%
ROAS Increase
Month 2
175%
ROAS Increase
Month 3
350%
ROAS Increase

Revenue Growth

  • Monthly Revenue Growth: ₹40L → ₹1.2Cr
  • Sustainable growth trajectory established

ROAS Optimization

  • Overall ROAS Improvement: 350%
  • Consistent performance across all channels

Cost Efficiency

  • Customer Acquisition Cost Reduction: 64%
  • Improved profit margins across product categories

Additional Benefits

  • Enhanced brand visibility in target markets
  • Improved customer engagement metrics
  • Better data-driven decision making capability

Implementation Timeline

Week 1-2

Foundation

  • Comprehensive audit
  • Strategy development
  • Tracking implementation

Week 3-4

Optimization

  • Campaign restructuring
  • Creative optimization
  • Initial testing phase

Week 5-8

Scaling

  • Channel expansion
  • Budget optimization
  • Performance monitoring

Week 9-12

Growth

  • Advanced optimization
  • Scale successful campaigns
  • Long-term strategy refinement

Key Learnings and Insights

Data-First Approach

  • Importance of comprehensive tracking and attribution
  • Value of real-time optimization based on performance data

Channel Synergy

  • Benefits of integrated multi-channel strategy
  • Impact of consistent messaging across platforms

Creative Excellence

  • Role of continuous creative testing
  • Importance of data-driven creative optimization

Why This Matters For Your Business

Increase your ROAS significantly
Reduce customer acquisition costs
Scale revenue sustainably
Improve marketing efficiency

Take the Next Step

Ready to transform your e-commerce performance? Schedule a free consultation with our experts to:

Review your current marketing performance
Identify growth opportunities
Get a customized scaling strategy
Schedule Your Free Consultation →

Contact us today to learn how we can help achieve similar results for your brand.

About CHLEARX

CHLEARX is a performance-driven marketing partner specializing in scaling e-commerce brands through data-driven strategies and proven methodologies. Our revenue-sharing model ensures our success is directly tied to your growth.