Neyah
Overview
NEYAH, a cosmetic brand,, NEYAH focuses on enhancing your skin’s beauty with its premium Beauty products. It faced significant challenges in growing its business.
The three major problems were:
- Negative ROAS (Return on Ad Spend)
- High CPM (Cost Per Mille)
- Low Conversion Rate
Problem Identification
1.High CPM:
- Issue: The static creatives were not engaging or appealing to the target audience.
- Video Creatives: Lacked a hook and engagement.
- Result: These factors contributed to a high CPM, making it expensive to reach potential customers
2. Low Conversion Rate:
- Product Page: Did not convey trust properly.
- No reviews or ratings.
- Product quality was not highlighted.
- Result: This led to a low conversion rate, as potential customers were not convinced to make a purchase.
3. Negative ROAS:
- The combination of high CPM and low conversion rate resulted in a negative ROAS.
- Issue: The money spent on advertisements was not generating sufficient returns in sales.
Conclusion
By addressing the core issues in their advertising strategy and product page presentation, NEYAH was able to overcome their growth challenges. The key takeaways include the importance of engaging creatives, trust-building on product pages, and strategic targeting in advertising. This comprehensive approach not only improved NEYAH’s metrics but also laid a strong foundation for sustained growth.
Before
After