Midnight Angels by PC
Fresh and quirky company of sleep, lounge and travel wear
Challenges
- CAC was at all time 1100
- Low intent audiences in the funnel
- ROAS dropped to 2.4X
- 0.45% conversion rate way below industry standard
Meets SOC team
After conducting a proper ad account audit, we have identified the key issues needed to be addressed as below:
- The website lacked clarity and conversion focus, no strong value proposition, no clear pain-point messaging, and weak alignment between visuals, copy, and the brand’s authentic and design-driven positioning.
- Past campaigns were mostly “boosted”, generic traffic ads with few conversion campaigns, attracting low-intent visitors. To scale sustainably, we needed to redefine our audience personas and reach people who were actually ready to buy.
- ROAS had fallen from 5X to 2.4X, showing that trust wasn’t strong enough. So brand awareness and trust-building elements became a priority to convert high-intent audiences more efficiently.
Services Required
- Conversion Rate Optimization – CRO
- Product & Pricing Strategy
- Copywriting
- Creative Strategy
- Performance Marketing
- Retention
Our approach and plan
01
Define the Core Customer
We mapped out 5 new ideal customer profiles after a thorough research.
02
Realigned Messaging & Product Strategy
Instead of rushing into ads, we personalized communication across channels and used Dynamic Product Ads to identify new bestsellers that matched the updated personas. We also shifted focus toward high-AOV products to improve ROAS and profitability.
03
Website CRO Overhaul
We repositioned the brand as original women centric relatable prints driven, while addressing key pain points and trust gaps through stronger value propositions. Added prepaid incentives and checkout-simplification tools to lift conversions and increase prepaid order share.
04
Scaling & retention for more profitability
We trained the ad account to optimize for high-intent audiences.At the same time, personalized retention through tailored offers and product recommendations resulted in higher AOV, increased LTV, and more stable long-term ROI.
Results Delivered on YOY basis.
customer rate
