Women Ethnic Wear Brand – Navvi
How We helped Women Apparel Brand Achieve 4.5x ROAS and 350% Revenue Growth in 3 Months
The Story
Navvi, a premium women’s apparel brand known for its high-quality materials and intricate designs, was striving to scale its business and reach a broader audience. Despite having a fantastic product line, Navvi struggled with several challenges that hindered its growth potential. To address these issues and propel the brand forward, we implemented a comprehensive performance marketing strategy.
Objective
Navvi’s primary objective was to overcome the hurdles that were hindering their growth and achieve a sustainable increase in revenue. They aimed to enhance their online sales performance, improve conversion rates, and effectively communicate the unique selling propositions (USPs) of their products to a broader audience. Additionally, Navvi sought to balance profitability with scalable growth while reducing its reliability on Cash on Delivery (COD) orders.
The Challenge
Navvi encountered several challenges common to the Indian apparel market:
Scaling Issues:
- Rising Cost Per Mille (CPMs) made it difficult to scale profitably.
- Heavy reliability on COD orders impacted cash flow and increased return rates.
Ineffective Ad Creatives:
- Existing ad creatives did not effectively highlight the USPs of their products, such as premium quality materials and intricate designs.
- Simple static images and carousels failed to convey the value for money to potential customers.
Conversion Optimization:
- The user journey from ad click to checkout was not optimized, leading to lower conversion rates.
- Inefficient landing pages and checkout processes hindered the overall user experience.
Balancing Profitability and Growth:
- Navvi needed to maintain a high Return on Ad Spend (ROAS) while pursuing sustainable revenue growth.
- Implementing cost-effective scaling methods without compromising profitability was a key concern.
The Approach
To address these challenges and achieve Navvi’s objectives, we implemented a comprehensive strategy:
Data-Driven Approach:
- Analyzed past sales data to identify best-selling products and peak selling times.
- Focused on promoting these best-sellers to maximize returns.
- Utilized Advantage Scaling Campaigns (ASC) to efficiently manage ad spend and scale campaigns profitably.
Creative Strategy:
- Guided Navvi’s creative team to produce engaging reels and videos that showcased the premium quality and unique features of their products (e.g., comfort, breathable fabric, intricate designs).
- Developed User-Generated Content (UGC) based ads using EMA Social Media’s high-converting structure to build authenticity and trust.
- Conducted extensive creative testing, including different formats such as statics, carousels, and lifestyle visuals, to determine the most effective approaches.
Optimizing Offers and Average Order Value (AOV):
- Introduced strategic offers, such as limited-time discounts and product bundles, to incentivize larger purchases.
- Implemented upsell discounts to encourage higher order values and increase AOV.
- Optimized backend offers, focusing on multi-item discounts to boost overall sales.
Conversion Rate Optimization:
- Enhanced the user journey from ad click to checkout, ensuring a seamless and intuitive experience.
- Conducted A/B testing on landing pages and checkout processes to identify and implement improvements, resulting in a significant increase in conversion rates.
- Focused on creating an easy and hassle-free purchase process to reduce drop-offs and cart abandonment.
360 Degree Approach
- Leveraged Google Ads, Meta Ads, and WhatsApp to reach a broad and targeted audience, maximizing brand exposure and engagement.
- Re-engagement and targeting the audience through different channel post purchase to increase lifetime Value of the customer.
The Results?
Through our tailored strategy and dedicated efforts, Navvi experienced remarkable growth within three months:
- Revenue Growth: Navvi’s monthly revenue increased from INR 10 Lakhs to INR 45 Lakhs, marking a 350% growth.
- ROAS Improvement: Achieved a 4.5x Return on Ad Spend, ensuring profitability while scaling.
- Conversion Rate Optimization: Improved conversion rates by 20% through enhanced landing pages and checkout processes.
- Scalable Growth: Successfully implemented sustainable scaling methods, reducing reliance on COD orders and balancing profitability with growth.
The strategic ad optimizations implemented by EMA drove significant growth for Navvi, enhancing both revenue and conversions while efficiently scaling their advertising efforts.
Lessons Learned
- Continuous Creative Testing: Regular testing and iteration of ad creatives are crucial to finding the most effective approaches that resonate with the audience.
- Strategic Offers: Implementing targeted offers and bundles can significantly boost AOV and overall sales.
- Data-Driven Decisions: Utilizing data insights to guide strategies ensures better performance and efficiency.
- Optimized Customer Journey: Enhancing the entire purchase process leads to higher conversion rates and a better user experience.
- Long-term Relationship: Being in touch with customers post-purchase keeps your brand in their minds builds trust and increases referrals.
This comprehensive approach enabled Navvi to overcome its challenges, achieve sustainable growth, and significantly improve its sales within a short period, positioning them for continued success in the competitive women’s apparel market.
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