Fancypants is a luxury woman apparel brand, with uncompromising, bold and irreverent products. Their collection of chic dresses and amazing fashion accessories is exclusive and is backed by a highly functional and user-friendly website.
What they wanted to work on was tapping new audiences and improving conversion rate. Fancypants also wanted that customers do not leave the website before converting and if they leave, they must be targeted again. The potential customers must be displayed a variety of products, from different categories. Well, in a nutshell, Fancypants wanted to capitalise on the increasing reach of digital marketing.
Adyogi came to its rescue!
Objective: Drive online sales for a Luxury Women Apparel brand by directing relevant traffic on the portal
Magic Tricks Used:
- Use of Smart Ads, to display Fancypants’ top selling products.
Using the Smart Ads feature on our AdYogi platform, we displayed Facebook ads of best-selling products of the brand. This helped us showcase their best products to their potential customers.
- We used re-targeting, along with cross-selling and up-selling as targeting techniques.
AdYogi re-targeted website visitors, on Facebook and showed them ads of the same products they had viewed on Fancypants’ website, but did not buy. We also displayed ads of products related to the searched products (cross-selling). At the same time, we tapped customers through ads of higher end versions of the products, visitors had originally searched for (up-selling).
- Use of Carousel Ads for optimising conversion rate
Carousel ads allow one to show a related range of products as ads. We used these to show the exclusive products of Fancypants.
- We ensured that their Ads are continually updated to account for any changes in their stock.
Our Automated Marketing Platform ensured that none of the products being advertised were out-of-stock. Thus, users could easily make their way through the sales funnel.
- We created a lookalike of Fancypants’ customers and also targeted their fans.
We showed ads of top-selling products to the lookalike audience of the best performing customers, to increase the conversion rate. Targeting Page Fans and also, Friends of fans enabled this fashion brand to reach out to an untapped audience and helped increase its fan base.
- We used A/B testing to decide the most appropriate targeting options at the Ad set level.
Through testing various demographics combinations, we identified the ones that worked best for Fancypants. To figure out the best performing targeting options, we compared cost-per-sale for each campaign. Next, we reallocated the budget as per these better-performing Ad Sets. For example, we were able to target the top cities from where Fancypants got maximum sales, to yield best results.
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