Jessie’s Fashion Sunglasses Store

Within just six months of engaging Phase 3 Ecom, the team had increased the ROAS from Meta ads alone to an average of over 4.6. Quite the turnaround from a negative return.
Average ROAS, peaking at over 6.8
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Average monthly visitors
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Increase in social following
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The Problem

Jessie was a NSW Central Coast sunglasses and accessories retail store owner that was forced to close her bricks and mortar store during the Covid pandemic. To save her business she was forced to focus 100% online.  Sales were slow to start but reached a profitable high of $55k per month in the second half of 2022.

From that point in time, even with the help of a long list of agencies and dozens of coaching programs, Jessie hadn’t been able to grow her sales to a point where she was making any sort of profit – in fact she was consistently going backwards. Fast forward to April 2024, sales had slumped to less than $15k per month and Jessie was faced with the tough decision to give it one more shot or run a fire sale and close her business for good.

The Challenge

Despite being competitive on price, Jessie was facing stiff online competition. Her ad creative utilised much of the static branding produced by her suppliers and simply didn’t stand out.

Her return on ad spend across all channels was negative with ad costs consistently rising, conversion rates dropped to less than 1% and traffic numbers were declining month after month.  One of the key issues Jessie was facing was budget.

As sales declined so did her ads budget. She was spreading herself too thin across too many channels. After booking a call and talking with the Phase 3 Ecom team, Jessie could see that there was light at the end of the tunnel.

This is how we turned it all around.

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The Solution

Within just six months of engaging Phase 3 Ecom, the team had increased the ROAS from Meta ads alone to an average of over 4.6. Quite the turnaround from a negative return.  The key was consolidating budgets from across a number of platforms and clearly defining Jessie’s target audience. Instead of trying to appeal to a wide audience, we targeted specific markets such as surfing, running and triathlon.  As the ROAS increased so did the META ads budgets.

We utilised Google for retargeting purposes only and as the retargeting audience increased so did the conversions, the budgets and the overall return on total ad spend across both channels.

The other key to success was creative testing. We instantly ditched the generic supplier produced marketing and designed a style of UGC and video ad that focused on athletes wearing the product and discussing the experience of wearing the various styles of sunglasses. This real on the ground approach resonated with the target market and was far more appealing than seeing a flawless model in a glamorous location.  In total we tested over 40 different UGC and video creatives and variations and identified the winners and profitably scaled into these campaigns.

As the winning creative concepts revealed themselves, we were able to quickly generate similar creatives and expand the reach by leverage AI-driven campaigns such as ASC (advantage shopping campaigns), CBO campaigns, lookalike audiences and focusing on scaling into other sports related markets.

Jessie has seen significant increases in sales as a result of focusing on specific target markets rather than broad undefined audiences and developing ad creative and content that resonates with her audience rather than the bland generic fashion oriented supplier approach.

By creating a brand that has a purpose and focus and solving a genuine problem for her specific target markets, Jessie is building solid repeat and new business through an ever growing email list and social media presence.  The revitalised email list was the key driver in a record month for November on the back of Black Friday and Cyber Monday email campaigns.

Sales growth month after month

The Outcome

  • Sales revenue in month 6 of $71K, with an average over 6 months of $49K
  • Net Profit of 26% of total sales
  • After realigning the creative and focusing on specific markets, Meta Ads monthly ROAS now averaging 4.6 with a high over 6.8
  • Tested over 40 UGC and video creatives is less than 6 months
  • Conversion rate now at 3.29%
  • Monthly visitors averaging over 21,000
  • Email marketing representing 14% on average of total monthly revenue
    Increase in social following of 210%
Increased average ROAS for Jessie's Sunglasses Store with Phase3Ecom

Book a call today!

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