Semal Handicrafts
Lucknowi Hand-Embroidered Chikankari
re-imagined for the modern day women.
Challenges
- CAC was at all time 2709
- ROAS dropped to 1.08X
- 0.25% conversion rate way below industry standard
- Low intent audience and high RTOs
Meets SOC team
After conducting a proper ad account audit, we have identified the key issues needed to be addressed as below:
- The overall website was in bad shape; it needed optimization with a clear value proposition, pain points addressed. It lacked the sustainability, quality and crafts specific positioning that brand stood for.
- Targeting was broad, demographics were scattered across age groups, target audience personas needed to be figured out.
- Their sales funnel was cluttered with a low intent audience and the RTOs were at an all time high.
Services Required
- Conversion Rate Optimization – CRO
- Website Redevelopment
- Product & Pricing Strategy
- Copywriting
- Creative Strategy & Exection
- Performance Marketing
- Retention
Our approach and plan
01
We started with mapping out 5 new target audience personas.
02
Realigning the brand’s messaging.
Instead of running ads right away, we aligned the brand messaging to the target audience personas and their awareness stage. And the cold audiences were now reached out with relevant ads, focused on building awareness and trust.
03
Full website redesign and development.
We positioned the brand as sustainability first, authentic crafts & artisan friendly. While also answering the key pain points, and trust gaps. We added prepaid offers and tools to remove checkout friction and lift conversions while increasing prepaid orders.
04
Scaling & retention
Once we knew exactly who buys, why they buy, and how they buy, scaling became predictable. Simultaneously, we improved retention through personalized offers and curated recommendations, resulting in higher LTV and a more sustainable long-term ROI.
Results Delivered on YOY basis.
customer rate
