ECOMMERCE / CURLY-HAIR BEAUTY
A specific customer.
A message for every stage.
A salon owner’s curly-hair product line needed to reach women embracing their natural curls—and guide them from first interest to purchase.
The customer insight
The audience was more specific than general beauty shoppers. The creative addressed natural-curl routines, dryness, frizz, and definition, connecting product benefits to a recognizable daily experience.
The acquisition system
- Make the audience feel understood. Test specific curly-hair concerns and natural-curl identity against broader product messaging.
- Show how the product fits. Use routine and demonstration creative to help interested visitors understand usage.
- Match retargeting to behavior. Give engaged audiences, product viewers, cart abandoners, and checkout abandoners different reasons to take the next step.
- Continue after purchase. Introduce complementary products to existing customers through cross-sell messaging.
JANUARY–JUNE 2020 / SOURCE-REPORTED RESULTS
Purchase outcomes guided the decisions.
| Measure | Campaign result |
|---|---|
| Ad spend | $34,121.07 |
| Purchases | 2,434 |
| Cost per purchase | $14.02 |
| Average order value | $131.48 |
| ROAS | 9.38× |
Dollar amounts retain the original report’s $ notation; it does not specify the currency code or attribution window. Revenue is reported as approximately $320,000. ROAS measures revenue relative to ad spend, not net profit.
The lesson
Link CTR was 0.73%, below my working benchmark, but purchases and cost per purchase remained strong. The decision was to judge creative by the quality of the buyer journey and the resulting sales, alongside attention metrics.
ORIGINAL CASE REPORT
Read the campaign reportLET’S WORK TOGETHER